Case Study: Strengthening Dr. Ruth Gotian’s Brand And Launching A Bestseller

Background

Dr. Ruth Gotian, an award-winning success strategist, educator, and author, has been recognised globally for her expertise in mentorship and leadership. As a top 50 coach (Coaches50), a top mentor by Nature and Wall Street Journal, and ranked #1 emerging management thinker by Thinkers50, Ruth’s insights into success strategies are unparalleled. However, even a leader of Ruth’s calibre faced challenges in launching her first book, The Success Factor, and developing a personal brand that resonated with her audience.

In this case study, we’ll explore how Brandspire helped Ruth overcome these challenges and build a cohesive personal brand that elevated her influence and successfully launched both The Success Factor and her co-authored book, The Financial Times Guide to Mentoring.

Bespoke Book Marketing: Driving Visibility and Engagement

When Ruth approached us, she needed a strategy that not only launched The Success Factor but also positioned her as a thought leader with a lasting brand presence. Our first step was developing a tailored marketing launch campaign specifically designed for the book.

We created a dedicated launch team that amplified the book’s visibility through strategic partnerships and media placements. From there, we implemented a month-to-month social media management plan to keep the momentum going long after the book’s initial release. By maintaining consistent visibility and engaging content, we ensured Ruth’s audience remained engaged and excited about her work.

Personal Branding: Rebuilding Ruth’s Image and Online Presence

While Ruth’s expertise was clear, we knew that to truly differentiate her in a crowded market, her personal brand needed a refresh. We rebranded Ruth’s image, starting with a new logo that captured her authority and personality. Then, we redesigned her website to reflect her growing expertise, positioning her as a go-to resource for success strategies.

We also worked closely with DBM to produce a professional speaker’s showreel, highlighting Ruth’s dynamic speaking style and ability to engage audiences. This showreel became a key asset in her promotional efforts, helping her secure more speaking engagements and establish her presence in the public eye.

Lead Generation and Audience Engagement: Growing Ruth’s Following

To drive growth and engagement, we focused on lead generation through value-driven content. We developed various lead magnets, including an engaging assessment tool, that encouraged Ruth’s audience to engage with her content while providing insights into their own professional journeys. This not only expanded her email list but also helped build a community of followers who were deeply invested in Ruth’s work.

To further engage this growing community, we created worksheets that boosted open and conversion rates in Ruth’s email marketing campaigns. This approach ensured that her emails weren’t just opened—they led to actionable steps, building trust and encouraging engagement with her brand.

Results

Ruth successfully launched “The Success Factor,” gaining visibility, a best-seller status and then various book awards
Her personal brand evolved, aligning with her target audience and personal style
Her offerings were made visible and enhanced through a redesigned website and professional speaker’s reel
Audience engagement improved with professionally managed newsletter communications and lead magnets

"Kinga and her team at Brandspire are exceptional. The word 'no' is not in her vocabulary. I utilized her talents when I was launching my book, The Success Factor. It was so good that we continued the bespoke book marketing for two years." - Dr. Ruth Gotian

The Result: A Stronger Brand and Two Bestselling Books

Thanks to these efforts, Ruth’s personal brand was transformed. Her books gained the attention they deserved, and she was able to establish herself as a leader in her field with a dedicated following. By the time The Financial Times Guide to Mentoring was released, Ruth had already solidified her position as a trusted expert in mentorship and leadership, and the book launch was equally successful.

Key Takeaways: What We Learned

Branding is Key: Even experts need a brand refresh to ensure they stand out in a competitive market.
Personal Connections Matter: Authentic, relatable marketing and communication are essential for long-term success.
Consistency is Everything: By maintaining a steady stream of content and engagement, we kept Ruth top of mind for her audience.
Lead Generation is Crucial: Lead magnets and well-crafted email campaigns are essential tools for growing your following and converting them into loyal fans.

Dr. Ruth Gotian’s story is a testament to the power of a strong personal brand and the impact of well-executed marketing strategies. With two bestselling books and an established reputation as a leader in her field, Ruth’s journey continues to inspire entrepreneurs and leaders everywhere. At Brandspire, we are proud to have played a part in helping Ruth achieve her goals and elevate her brand to new heights.