Tracy Hanson developed her brand to transition into ministry.
After retiring from the LPGA Tour, Tracy Hanson has embarked on a new journey—ministering to other people by unpacking her own story of overcoming harm and abuse and embracing her beauty as a woman of God. She had done this as a speaker and by working with several other ministries, but her activities lacked unity and clarity. Tracy came to Black Lake for advice on how to develop a unified personal brand for her golf and ministry efforts. In our initial discovery sessions, we unpacked Tracy’s message, helped her decide how she should communicate and organize her services, and figured out a visual style that suits Tracy and her audiences. This process included defining Tracy’s ministry goals and benchmarking against similar brands.
Tracy’s brand should be warm and approachable, but also sleek, modern, and not too touchy-feely.
Golf is still a huge part of Tracy’s life and ministry, so the imagery and copy should make golf prominent.
The three most important topics to focus on are Tracy’s story, her golf career, and her ministry activities.
Though Tracy works with other organizations, her branding needs to draw all of her activities under one banner.
Once we had a good idea of Tracy’s brand, we moved into the creative phase of the project. The Black Lake team produced written and visual assets to drive Tracy’s brand, present her content, encourage response, and align support. This included messaging, one unified website to present her content and implement her brand strategy, and print materials to support the brand. We also helped Tracy establish communication through email, direct mail, and appropriate social media channels.
- Look and feel
- Print materials
- Social media
- Content development
Once we’d helped Tracy develop her personal brand and incarnate it in digital and print assets, it was time to help her get her message out to her audiences. Black Lake is currently coaching Tracy on developing two speaking presentations that will serve as her mainstays, and we are developing slide decks to complement this content. We will also continue to coach Tracy on implementing her brand and engaging with her audience through speaking, consulting, blogging, social media, and collaborations with other organizations.