The online coaching space, and as a result, the online business coaching space, is louder than ever. More people are trying to get their voices heard, and more people are trying to tell you how to do it. 

Whether you’re a fitness coach, work in real estate, are a therapist, want to create a product-based business, or something else entirely, showing up in the online space is a non-negotiable. 

 It’s also really fucking confusing sometimes. You can’t predict the algorithm (can anyone?), one business coach is saying “do this” and another is saying “NEVER do that,” and you think you’re doing “all the right things” but… you’re still feeling lost and disconnected from the people you know you’re truly meant to reach with whatever magic it is you have to offer.

After spending the last 10+ years as a content creator and now business owner with an exclusively social-media driven business, I’ve seen some things (like… seeeeen some things).

Now, seeing the “business coaching” space really take off, there’s one thing I’m seeing (or moreso, one thing I’m not seeing) that I view as an essential nutrient to the health of any business. Or should I say, any… brand.

Therein lies the problem.

 So many “business coaches,” especially in the service industry (fitness coaches, wellness coaches, functional health coaches, therapists, mindset coaches, etc) are teaching you lots of great things about running a business…

… but they’re teaching you absolutely nothing about building a brand.

“Every interaction in any form, is branding.” - Seth Godin

Having a business is good. Selling goods and/or services to people that hopefully like them, making money, “doing things” (sound kinda flat? Yeah) is, for all intents and purposes, “good.”

Having a brand? That’s fucking iconic.

A brand is a business, yes, but it’s also a vibe, a personality, a voice. A brand, and good branding, makes you feel connected to your customers, and vice versa. A good brand is known, trusted, and loved by its community.

A brand makes you feel something.

Imagine this:

Imagine this: you’re walking down the street, and you see an absolutely stunning woman casually but confidently walking in an outfit that just looks like… her. Head to toe, every item, every accessory, the hair, the makeup, even the way she’s carrying her bag (crossbody bumbag? On the shoulder? In the elbow crease? A clutch under the armpit?) all feels… right.

She could be wearing all black (like the best of us, obviously), but you’re still captivated by how it’s all put together.

You know who you’re probably not noticing? The other 57 girls walking around wearing the exact same matching “it” Alo set of the season in the same styles, in the same color, with the same hat, and the same sneakers.

This is the power of branding.

Good branding sets you apart from all the other “same same, just slightly different font” businesses out there. Everyone who’s doing the same sounds or the same viral trends just clamoring for attention.

Having a solid brand helps you stand out in a crowd in a way that feels like you’re really honoring who you are.

It’s magnetic.

It creates clarity.

And it’s rooted in solid, repeatable, reliable principles.

I'm gonna go out on a limb here and guess that you're either:

Relatively new to business (1-2 years or less), but are feeling a little (or a lottle) lost.

You’re consuming all the content about lead gen and sales calls and systems and Slack channels, but you still have no fucking idea how to truly communicate what makes you special.

It all feels like copy/paste from the latest “business accelerator” course that you and 60 other people in the same niche took.

You feel like you’re lacking a true brand identity, and that translates in everything from your copy to your content to your actual business itself (soon to be brand, of course).

OR

You’ve been in the game a little longer (2+ years), and you’ve found yourself feeling… dull.

By this point, you’ve spent at least $20,000 on business coaches and mentors.

You know how to take action.

You’ve got decent systems (whose couldn’t use some work, right?).

You’ve probably got some good-enough lead gen tools.

You know a lot of the “things.” And yet… the “things” still aren’t translating.

You feel like you’re hitting walls that are related to more than just “doing DM outreach” or “handling objections.” Forget about trying to keep up with an algorithm, you just want to feel like you’re not only making great money from your mission, but you want to have more clarity in your business from start to finish.

You’re lacking a “through line” and things feel disjointed, whether it’s with those decent-enough systems or your content (believe me, they’re all connected).

Whether you’re brand new or a little more established, I am willing to put money on the fact that you’re leaving so much on the table when it comes to your branding practices vs your business practices (including dream clients and customers that feel like people you would love to go on a super fun + boujee vaca with because the vibes are that strong).

The Solution:

• Anchoring your business as a brand is like breathing life into an otherwise limp skeleton (weirdly graphic? Not sure. We’re going with it). Creating a true brand gives your business a more dynamic energy that helps attract the right people and repel the absolute fuck out of the wrong ones.
• Anchoring your brand by clarifying and leaning on your mission, core values, brand vibe, and brand personality, helps make everything from content to offer creation to finances to hiring and firing people way easier to think through (which means you can take aligned action faster and more often).
• Using the anchors of your brand, you can create clearer and more efficient systems for the things that may seem like the most challenging (*cough cough* content creation), and turn them into things that not only have more flow, but actually feel… fun? Cool? Exciting?

When  you wrap all of that up into a little brand burrito, you find yourself with a brand with a clear message, a magnetic vibe/energy, and most importantly, a happy and healthy HBIC (Head Bitch In Charge, i.e. you).

“People relate to people, and if your brand feels like people, they’ll relate to you, too.”  - Laura Busche

I’m a lot of fuckin things (aren’t we all). I started as a content creator that had a love for health + fitness, creating beautiful + captivating content, and fostering genuine relationships online. Been in that game since the IG Stone Ages of 2013-2014. 

I started my health coaching brand, Fenix Athletica (formerly EDF Coaching), in 2015 when I was a wee 20 years old. I’ve spent the last 9 years building a strong brand that people have come to know and trust as a leader in the industry not just for science-based coaching, but soul-led coaching, where we not only transform bodies, but do so much deeeeeep soul transformation that we’ve received multiple multi-page PDF document testimonials from our clients raving about their experience with us.

Which brings me to where I am now:

I’m here to help other creative entrepreneurs, whether you’re a fitness coach or a therapist or a graphic designer or a real estate agent or something entirely different, learn the science and power of branding so that you can stand out in a sea of businesses… and feel really fucking good doing it.

I’m a firm believer in sustainable entrepreneurship, i.e. building your abundance from a strong, solid foundation (very Earth sign of me). This includes starting with a strong mission/vision statement and strong brand values.

I’m also a firm believer in vibes.

I have been affectionately referred to by my friends as The Vibe Queen, or VQ (also very Libra + Taurus placement of me).

Branding is vibes and vibes are branding.

When someone is doing something that’s particularly them, I’ve often been caught saying, “That’s on brand.” And I have the VERY strong belief that vibes aren’t just superficial - they’re something that comes from a much deeper place that allows for that more surface level, shiny magazine cover place to exist the way it does. So don’t be surprised if working on branding brings up some… deep inner personal shit!! (We love that)

Some other specs + formalities you may be interested in:

• Host of EMBody Radio
• 9 years of industry experience in the coaching + brand development space
• Over 10 years of industry experience in the content creation space
• Spent 5 years as a solopreneur, then built a team of 6-9 other amazing team members
• BS in Exercise Science (that I am lucky enough to have gotten to use in my work as a health + fitness coach the last 9-10 years)

My mission is to help other entrepreneurs, especially my fellow creative-at-heart-learning-how-to-do-the-business-thing souls bring the vibes back to business (ahem, branding). I want the thing you’re creating to feel solid and strong, and also feel like you’re having the time of your life with people you fucking love working with and showing up for.

Because otherwise, what’s the fucking point?

By getting “back to branding,” but from the root of it, you’ll walk away with a clearer brand that connects and converts more of your dream customers.

introducing...

An 8-week immersive cohort for creative entrepreneurs to learn the art and science of branding, develop strong frameworks for business foundations, develop repeatable and effective content creation strategies so you can stay connected with your people, and feel a deeper tether to the heart of their work.

Maybe she's born with it, maybe she's got a really solid foundation and systems/strategies so she can show up consistently.

(Or Maybelline. Who knows. She's very mysterious)

This is for you if:

• you absolutely LOVE running a business, and also... you feel kind of lifeless and dull in yours (it's okay, zero judgement)
• you're feeling a little/lottle lost when it comes to getting you/your brand to stand out in the crowd
• you've never thought of your business as a brand, then you read this super awesome sales page and realized maybe you should
• you want your brand to give the energy of that cool girl walking down the street in a "holy shit that's so HER" outfit
• you wouldn't ~hate~ having more clarity on how to create content, both with the actually content itself and the routine of creating content
• you're ready to be done with basic and boring business "programs" that teach the same 3 things but nothing about branding
• it feels like a full-body "fuck yes"
• you're ready and excited to be seen as exactly who and what you are, and attract dream "where do I sign" clients/customers

In 2025, standing out from the crowd is both harder than ever and an absolute necessity for your business to grow and thrive.

Good branding attracts the right people and repels the absolute fuck out of the wrong ones.

Let's talk details (including pricing):

ROOTED will run from April 14 - June 6, 2025.

Our first live call is April 21, 2025 at 5pm EST | 3pm MST | 2pm PST.

Spots are NOT unlimited, i.e. there is a cap to the number of participants in each cohort.

This isn't a weird sales tactic to create urgency, but there... is a little urgency. I don't want to take on 80 people and not be able to give 100% to all of them, so the program does have a participant cap. 

So there *is* some very ~organic urgency.~

We have a Standard Package and a VIP Package. See below for pricing + details!

*VIP spots are very limited - 5 total left for the entire program. If you want in on VIP, snag it now!

I know your brand has it's own "special sauce." It's time for everyone else to know what that is.

If you have a product or service that could help someone (you do), and you don't learn how to properly package that to make yourself known to them (branding), you're actively doing them a disservice.

Dondodat. Now's the time to be loud and proud about the magic you have to offer. 

I'm so excited to have you as part of ROOTED.

Fucking love you. Mean it.

xx,

Em