Michelle Roby

Founder of Electric Rays TanningSmall Business Owner

The Transformation

From no digital presence to now getting consulting clients and paid speaking inquiries.From no digital presence to now getting consulting clients and paid speaking inquiries.

Michelle had built a successful business, but her personal presence online revealed little of the woman behind it. Together, we gave her experience a clear message, a distinctive identity, and a place for people to discover how to work with her.

Michelle Roby smiling in a black top beside her green MR brand monogram

Her Transformation at a Glance

Starting point

An established small business owner with:

  • No clarity on brand message or voice
  • No personal brand
  • No digital presence or ranking
  • No secondary revenue verticals

What we built

  • Clear Brand Strategy
  • Business + Marketing Blueprint
  • Full Visual Identity
  • Premium Social Content
  • Personal Website (Digital HQ)

The Results

  • New Consulting Deals
  • Multiple (paid) Speaking Inquiries
  • Increased Social Engagement
  • More Company Leads + Job Applications

Her Starting Point

An established business. An underdeveloped personal brand.

Michelle had built Electric Rays to 10 locations. Behind that accomplishment was a woman still questioning how her experience could translate into a public brand of her own.

SLIDE TO SEE BEFORE/AFTER
Before: Michelle’s personal Instagram with family photos, 6 posts and 722 followers.After: Michelle’s business guidance profile with branded posts, 41 posts and 1,269 followers.

When she came to FORDIVINE:

  • Her expertise was difficult to discover. Her personal social presence consisted largely of older family photographs, with little about her business knowledge or leadership.
  • Trust was built only in-person. As her business expanded, she wanted prospective employees, clients, and partners to understand who was leading it.
  • Her next chapter lacked a clear shape. She wanted to help other business owners, but needed to define how her experience could become a consulting offer.
  • She questioned whether people would seek her out. Speaking interested her, but being recognized as a professional speaker still felt unfamiliar.

She brought substantial experience. What she needed was a clear way to communicate it and begin putting it to use beyond her existing businesses.

The Desired Outcomes

Three goals gave the work direction.

We began by drawing out Michelle’s experience, ambitions, and approach to business. That work helped us connect what she already knew with the opportunities she wanted to pursue.

  1. Build trust beyond her physical presence.

    Michelle wanted people to understand her leadership without needing a personal introduction. We needed to make the woman behind Electric Rays more visible through clear positioning, messaging, and a consistent public presence.

  2. Turn her experience into a consulting offer.

    She wanted to help other business owners. We worked to organize her knowledge into signature methods and explain whom she could help, what she could help them with, and how to work with her.

  3. Be considered for speaking opportunities.

    Michelle wanted to share her knowledge with a wider audience. Her brand needed to make her expertise relevant to event organizers and give them a clear way to inquire.

The Business + Marketing Blueprint

The White Space Brand Positioning

We know how to extract the Brand DNA of who Michelle is while also researching the entire market so she can be authentically herself while not getting lost in the sea of noise or looking like everyone else.

This is how you own your space as a Crowned Authority.

Brand strategy blueprint covering authority, brand strategy, ideal client, voice and message, story and sales message, offer suite, content pillars, and market position
A look inside her Business + Marketing Blueprint, with detailed chapters covering positioning, messaging, ideal clients, offers, and more.Inside look of her strategy blueprint dashboard

The Brand Identity

A visual identity that represented her.

The visual direction needed to reflect Michelle’s taste and the relationships she wanted to build. We translated that brief into an identity with three priorities:

  • Polished and luxurious. Reflect her personal style and give her expertise a considered, professional presentation.
  • Warm and approachable. Preserve the humanity of a leader who cares about people and wants to help other owners.
  • Personal and recognizable. Carry a consistent expression of Michelle across her brand materials and website, so each touchpoint feels connected to the same woman.

These choices gave the creative work a clear purpose. The resulting identity needed to feel natural to Michelle and make sense to the people she hoped to reach.

Michelle Roby’s gold wordmark and monogram on a deep green textured background
A signature identity reflecting her experience guiding small business owners.Her signature brand identity materialized
Michelle Roby’s mood board combining deep green textures, gold accents, and black and white imagery
Rich greens, warm textures, and personal imagery shaping her brand.Mood board to guide visual direction
Michelle Roby’s color palette: Parchment, Silver, Gold, Pine Trial, Evergreen, and Rich Black
A refined color palette balancing confidence, stability, and approachability.Premium yet balanced color palette
Michelle Roby’s collection of brand badges, monograms, and business guidance seals
Custom badges and monograms reinforcing trust, clarity, and business guidance.Custom badges and monograms for business assets
Michelle Roby’s embossed green wordmark and gold business guidance seal
Embossed lettering and gold seals bringing her identity into print.Gold details bringing her identity into print
Green and cream Michelle Roby business cards displayed on a black tray
Business card concepts carrying her brand into personal introductions.Making her brand memorable at introductions
Michelle Roby’s branded letter inside a deep green envelope with gold lettering
Branded stationery extending her identity into client correspondence.A consistent brand in every client exchange
Michelle Roby’s mission statement, portrait, and branded stationery in an editorial arrangement
Her mission, portrait, and stationery presented as one cohesive brand.Her mission and visuals united as one brand

The Brand In Action

Personal Website That Converts

Let Your Ideal Client Find You First

Through an optimized website, people searching on Google or asking their AI for solutions that Michelle provides, she will be the one that shows up and makes it clear she’s the right fit.

Michelle Roby’s Digital HQ website, featuring her portrait and the headline Build a business that works for your real life
A digital HQ connecting her message, coaching, and speaking opportunities to be easily found by her ideal clientele.A digital HQ for her expertise to be found

THE BRAND VAULT

Keeping Your Brand Cohesive

Have everything housed in one place with clear guidelines, do’s and don’ts, and never have to wonder how to put your brand into action again.

Michelle Roby’s Brand Vault with her brand bible, mission, mood board, color palette, logos, logo file types, fonts, brand pillars, mockups, and social media graphics
A look inside her Brand Vault, with organized collections of logos, colors, fonts, brand guidelines, photos, and content ready to use.Inside look of the brand vault dashboard

The Results

Real Results. Real Business Outcomes.

After Michelle began sharing her expertise and launched her website, people had a clearer way to discover what she offered. These outcomes made that change tangible.

We helped Michelle turn her business experience into a private consulting vertical that brings fulfillment and a new revenue stream.

  • Closed her first 5-month consulting package
  • Frequent inquiries from warm leads on her website
  • Ability to now promote and expand this offer

From not even thinking she can be a professional speaker to now receiving multiple inquiries.

  • Locked in a speaking opportunity for local business event
  • Received a paid speaking inquiry for a big non-profit event
  • Inbound podcast inquiries to be on different shows
  • Event planners know how to find her for speaking inquiries

From having no social presence or understanding of what to post to now being recognized as a trusted voice in her industry.

  • Significant increase of engagement on her content
  • Authority is clearly established when people find her page now
  • Her company and team are more bought in seeing her authority online

Michelle finally realizes how a Founder-led brand positively benefits her company as it makes Electric Rays Tanning more visible.

  • More company leads inquiring from brand recognition
  • Spike in quality job applications because of founder visibility
  • Increased morale and company culture seeing Michelle be visible

Her Perspective

“I had spent years building my business, but I struggled to see what I could offer beyond it.

Working with FORDIVINE helped me put that experience into words and build a brand that felt like me.

Seeing people reach out about consulting and speaking made those possibilities feel real.”

- Michelle RobyFounder of Electric Rays Tanning

Michelle Roby’s media kit featuring her portrait and her leadership of Electric Rays Tanning
Her expertise and signature message packaged for speaking and podcast opportunities.Cover image of media kit for speaking inquiries

Is Your Personal Brand Limiting Your Business Growth?

A scattered and unclear brand keeps you completely invisible in today’s digital landscape.

We build premium brand ecosystems for businesswomen to get more clients, stages, & business growth.

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