Clarifying a Founder’s Voice and Launching a Branded Experience

Case Study: Jeff Boyer & BILD Brand

Industry: Personal Brand / Wellness Retreats / Lifestyle & Apparel

Background

Jeff Boyer is a serial entrepreneur, keynote speaker, Certified Habit Finder Coach, and the Founder of BILD, a lifestyle brand and series of retreats for men of faith focused on building purpose.

With decades of success and personal transformation, Jeff wanted to establish an authentic online presence that clearly communicated his mission, connected emotionally with his audience, and inspired engagement with his retreats and brand offerings. While Jeff had a wealth of life experience and great ideas, he needed help organizing his ideas, connecting his personal brand with his professional brands, and ultimately driving the success of BILD transformational men’s retreats.

The Challenges:

  • Message Clarity: Jeff’s story contained many impactful moments and ventures, but it lacked a cohesive through-line that tied his personal mission to his business offerings. It felt disjointed when he described his entrepreneurial experiences and his future goals. It was going to be important to describe that all of Jeff’s ideas come from the same mission and purpose.

  • Target Audience Alignment: The retreats were designed for high-performing men of faith, but the existing messaging wasn’t speaking directly to their motivations, struggles, and goals. Nicheing down and avoiding vague copy was critical to connecting with his target audience.

  • Content Consistency: The personal brand site, BILD retreats landing page, and apparel brand needed to have a unified tone and voice to reinforce trust and brand identity.

  • Online Conversion: The retreat landing page needed to not just inform, but inspire action. With a strong call to action, it needed to sell the luxury retreat experience and the incredible results his participants achieve.

1. Messaging Strategy

Over the course of 4 collaborative meetings, I worked closely with Jeff to uncover the essence of his message. We discussed his personal life journey, his family, his vision for BILD, and the specific transformation he wanted participants to experience.

2. Audience Research

 I researched language, themes, and storytelling frameworks that resonate with men of faith, entrepreneurial leaders, and purpose-driven high achievers. This helped us align messaging with the emotional triggers and aspirations of his ideal audience.

3. Personal Brand Website Copywriting

I crafted website copy that positioned Jeff as a trusted mentor and thought leader, weaving his personal story with his professional achievements. The copy balanced vulnerability with credibility, showing both the challenges he’s overcome and the value he brings to others.

4. BILD Retreats Landing Page Copy

Wrote high-conversion copy that clearly outlined the retreat experience, benefits, and outcomes. I also structured the landing page to guide visitors from inspiration to action, using persuasive storytelling, clear calls-to-action, and concise descriptions of each retreat pillar.

The Strategy:

5. Collaborated with Web Developer

As I was contracted through the brandiD Agency for this project, I collaborated closely with this project’s assigned Web Developer to communicate CTA placement and optimize copy length. I also communicated frequently with the team’s Project Manager to ensure that timelines were kept.

6. Established Copy Guidelines

Established a brand voice that was confident yet approachable, faith-centered yet practical, and inspiring without being overbearing - creating a foundation for future marketing materials, apparel descriptions, and social content.

By distilling Jeff’s story into a powerful brand message and crafting compelling web and landing page copy, we set the foundation for BILD to grow as both a movement and a business - resulting in multiple successful retreats in Temecula, California and Los Barriles, Mexico.

This project demonstrates how targeted messaging, brand alignment, and close collaboration with a client can transform a founder’s vision into an online presence that connects and converts.


Industry: Personal Brand / Wellness Retreats / Lifestyle & Apparel

Author: Ellen Schweikert

Year: 2023