THE IDENTITY UPDATE with an 82% conversion rate
Helping Emma Bowdler transition from an outgrown "bestie" brand to a strategy and voice with the authority to match her expertise — and the advanced business owners she now serves.
HIGHER AVERAGE SPEND
Every client since March has exceeded Emma’s new baseline per engagement.
MORE ADVISORY WORK
More high level advisory work being sold to more established business owners thanks to updated content + messaging
82% conversion rate
Huge increase in new clients signing on after a paid discovery call.
Meet the women’s accountant
The Women's Accountant is an accounting practice founded by Emma Bowdler, built to help women in business get more from what they’ve already built.
Emma had built a loyal following with a warm, approachable presence. But her business had moved on. She was shifting from serving freelancers to working with established, more sophisticated business owners — and she wanted her advisory and coaching work front and centre. Her brand hadn't made that move with her.
the identity gap
Findings:
Emma's business had evolved — her audience was shifting from freelancers to established, advanced business owners
She wanted her advisory and coaching services brought to the front, not buried beneath compliance work
Her brand still ran on earlier-stage "business bestie" energy: young, warm, enthusiastic, casual
Diagnosis
Emma had simply outgrown the brand — a good problem, but a real one
The higher-calibre clients she now wanted weren't drawn to how the brand presented
The brand was underselling the genuine depth of her expertise
Phase 1: strategy workshop
Emma arrived with well-developed ideal-audience profiles and a clear sense of where she wanted to go. We ran a strategy workshop to dig past the existing profiles and surface the deeper insights the new positioning needed.
Phase 2: strategy + voice rebuilt
We updated the brand strategy and brand voice as one connected piece of work, so the two stayed aligned. The new tagline emerged straight out of that process — "Your business bestie" became "Write your own bottom line."
Phase 3: progressive rollout
Rather than one big launch, the new brand rolled out progressively. As Emma brought new ideas, we scheduled and delivered them — updated key website pages, automated email sequences, and client workbooks — each one carrying the new strategy and voice.
Updated collateral includes so far:
Home, about, services pages
Post-discovery call email sequence
Proposal template
Client onboarding guide
Blog content updates
Bi-monthly newsletters
operation: identity ARCHITECTURE
CLEARANCE OUTCOMES
Following completion, subject achieved:
✔️ 82% conversion rate on a (paid) discovery call.
✔️ Attracting more established business owners as opposed to startups.
✔️ Selling more high level advisory work after updating post-discovery call email sequence.
✔️ A brand that finally matches the business Emma actually runs.
✔️ The new tagline became a brand cornerstone — Emma renamed her podcast "Write Your Own Bottom Line" and had it engraved on bangles as conference promo.
✔️ Six months on, Emma is still bringing new ideas — a working relationship built on trust.
✔️ Higher average spend from every client booked since March.
Emma's favourite lines (and ours)
"Write your own bottom line."
"Get more from what you’ve already built."
The tagline shift that captured the whole rebrand in two lines. It landed so well that Emma renamed her podcast "Write Your Own Bottom Line" — and had it engraved on bangles as promo at a conference.
Client memo
Working with Liv has brought absolute clarity around who we serve and what we stand for. Since we finished and rolled out my brand update, I’m attracting more established business owners instead of startups and I’m doing more of the advisory work which was one of my goals.
What I love about her is her ability to get me! It’s so important that everything we build has our stamp on it, is easy to understand, and it’s everything a traditional accountant wouldn’t say.
I’m just showing up differently. I’m more confident in conversations around pricing and I can clearly see when a client isn’t a good fit.
— Emma Bowdler, Founder of The Women’s Accountant
Dept. directive
Compliance requirement:
Brands exhibiting early-stage messaging confusion should immediately submit for evaluation.
Recommended Action:
