When embarking on my journey to business owner, I spent a lot of time on the branding and what I wanted to represent and ultimately who I wanted to appeal to. Over a year on, I currently feel like I’m steering a small boat, one that’s grown from a rowing boat with a small hole and one paddle, to something that now feels a little studier!

So, how have I got here? Laying and building on those foundations and keeping true to the essence of what I wanted to create.

What was it that I wanted to create?

Initially, this was grey, it became apparent quite quickly that I would be naïve to think that I could quit my job and become a full-time coach! Was the business just coaching? That was my latest qualification, but I had lots of other experience. It took several coaching sessions of my own to figure everything out but there was one particularly transformational session I had with a great coach, who helped me to see that I could tie my skills and experience together into a variety of offerings. This established the three pillars of Coaching, Mentoring and Training.

So now I had a clear offering, I needed some anchors to tie this little boat to!

Often these things take a lot of time to figure themselves out and can change as you evolve. But usually a great place to start, once you have your ideas is values, target audience and vision. Well, thanks to lots of coaching sessions and personal development, I had strong awareness of my own personal values:

INFLUENCE     KNOWLEDGE  LEADERSHIP   LOVE    HONESTY

CURIOSITY       SECURITY         GROWTH          PEACE      LEARNING

But how do these fit with Yvonne’s Leadership Development? Whilst my business is a representation of me, I have my own personal journey to do too. Therefore, my business is it’s own entity too.

Values lay the foundation for what the company cares about most. They act as a compass ensuring the organisation works towards a common purpose and aligns with the company’s mission and vision.

Ok, so I also need a Mission Statement & Vision Statement then!

I thought my strapline was enough… ‘Be the Change You Wish to See, Your Passion is Your Power’. So, a bit of research was needed!

A strapline is a short, catchy phrase that encapsulates the essence of a company. It’s designed to be memorable and often used in marketing and branding.

Yes, I’m definitely pleased with that, I didn’t know at the time, how much I’d use it and align to it but it’s become my main marketing tool too over the last year.

So, back to my business values. Just like a ship needs strong anchors to steady itself in rough waters, my business needed values that would keep me grounded—no matter what waves came my way.

For Yvonne’s Leadership Development, those anchors became:

AUTHENTICITY              CURIOSITY       GROWTH

Authenticity – Staying true to myself and my clients

Curiosity – Embracing learning and discovery

Growth – Encouraging transformation and development

These values don’t just hold the business steady; they help me navigate each new challenge, ensuring I remain aligned with what truly matters. They also represent all the areas of my work perfectly.

A Mission Statement is the ‘What’ and the ‘How’ that defines the company’s core purpose.

After lots of drafts, here’s where I’ve landed:

At Yvonne’s Leadership Development, my mission is to empower individuals and leaders to unlock their full potential through the transformative power of self-leadership and personal development. By inspiring passion and harnessing curiosity, I aim to help each person become the change they wish to see in their personal and professional lives.

A Vision Statement is the ‘Why’ and ‘Where’ of the future – The aspirational future and desired impact of the company. So, imagining my ‘why and where’ as well as alignment to the values and vision, I was inspired and proud to get to this:

I envision a world where individuals lead themselves and others with self-awareness, confidence and authenticity. Through Coaching, Mentoring and Training, I empower people to embrace personal growth, transform challenges into opportunities and inspire meaningful change in themselves and others.

So, what do I do with all of this now?

Well, I’m hoping to use it to attract and retain clients that see the value of me. Clients that I love to work with and feel passionate about their results.

I want my clients to say ‘She’s like me and she solved the problem that I’m having. Maybe she could help me…’

This is my intention with this platform, the heart of what I do: creating a space where my clients feel safe, supported, and truly seen. A place where they belong, where they can embrace who they are, and where they can unlock their full potential—whether that means figuring out what’s next, exploring new possibilities, or finding peace in the present. I also hope that I can spark a little inspiration along the way!