THE LEADER'S EDGE
Challenge:
The Leader’s Edge is an Atlanta-based executive coaching and leadership
consultancy. Since 1998, president and founder Michelle Goss has specialized
in working with corporate executives, business owners, and entrepreneurs
who are dedicated to creating personal and organizational success. She
is known for her lively, unconventional approach to leadership and for
guiding high-performance teams and individuals to far exceed their goals.
However, communicating the firm’s brand essence in a compelling
manner was proving to be a challenge. Since Michelle served several different
profit centers with diverse market segments, she was concerned about sending
a diluted message out to key constituents and becoming too dispersed in
her efforts. So she hired Shira Miller Communications to help clarify
the brand and create a PR & marketing plan.
Solution:
We started by understanding Michelle's business growth goals and conducting research on her market position. Interviews with current clients proved to be essential, since their enthusiastic feedback helped identify the company's unique points of difference. From that process, SMC developed brand messaging, a communications action plan for Michelle to implement and descriptive materials such as a bio and business overview sheet that effectively positioned The Leader's Edge before prospective clients. Today she operates with a clear, consistent message and has been able to grow all of her profit centers.
“Shira Miller far exceeded my expectations. I was immediately impressed with her ability to listen beyond the words and to the real meaning of what I wanted to communicate. She has an extraordinary talent for reading between the lines and expressing the most compelling points. Her enthusiasm is matched only by her sharp mind and clear thinking. She is a natural strategist and her approach is so creative. Shira combines sophisticated business acumen with a sense of fun. Her work has had a dramatic, positive impact on my business.”
Michelle Goss
President, The Leaders Edge
