Navigate a Slow & Steady Business Brand Transition with Racheal Cook

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The Nitty Gritty:

  • Why a slow-and-steady approach to change can still lead to success
  • How Racheal’s business evolved naturally and her brand was built intentionally
  • How publishing her last book helped her further grow her business

There’s nothing wrong with a slow-and-steady approach to change as Racheal Cook, my guest on this week’s Profit. Power. Pursuit. podcast and author of Your Business Sweet Spot, reminds us.

In 2008 she started The Yogipreneur, her first business, by accident as she was recovering from a career in corporate consulting that had left her unhealthy and unhappy. While The Yogipreneur still exists, Racheal embraced a full brand change in 2014 and you can now find all her resources for entrepreneurs of holistic and service-oriented businesses, including the Sweet Spot Strategy, at


I like to test things A LOT before I bring them forward.

– Racheal Cook

Rachael doesn’t rush things. When she left the corporate world, she took her time to figure out her next move. It ended up being entrepreneurship. When it was time to reorganize her business around the Sweet Spot methodology, she started testing ideas out within her program and on her alumni students who receive lifetime access to coursework. The evolution took more than 3 years. As a slow-and-steady girl, her vision right now is to stay focused on growing the program and strategy she has in place now rather than add other elements to it.

Branding Evolution

True to Racheal’s nature of slow and steady, the first steps to evolve her brand began in 2014. While she credits sticking to yogis in her early years with giving her “big breaks” quickly because she was seen as an expert, she noticed that she was attracting a more diverse clientele by 2014—doulas, midwifes, healthcare practitioners. The tip was happening naturally. Her ultimate brand evolution took many steps and several years.

The Sweet Spot, based on the Hedgehog Concept from Jim Collins’ Good to Great, but modified by Racheal to resonate with solopreneurs, was a concept that had always been part of her philosophy. As Racheal began to envision how her brand would evolve beyond yogis, The Sweet Spot was a natural focus. This time, rather than bootstrapping her branding, she hired a professional branding company, Public Persona and set out to update and modify her programs, rewrite her materials and website content, update photography and all the other things involved with rebranding, on the side—all while the business continued to hum along and make money.

As long as you’re helping people they will forgive a lot of imperfections in how it looks.

– Racheal Cook

Book Helps Drive Business

If they like the content, they will love the support.

– Racheal Cook

Racheal was motivated to write her second book, Your Business Sweet Spot, because she needed to create a resource that was easily digestible for her students to pick up. Rather than write it from scratch, she pulled together all her coaching calls, transcripts, worksheets and more, and edited them into a book. While it only covers about 1/8 of what she does with her students, it gives the most foundational pieces of information. It also gives prospective clients a taste of what is to come when working with her. They can “try you out” very inexpensively to see if investing in classes makes sense.

You don’t want to miss a word of my interview with Racheal. Listen to the full episode at Profit. Power. Pursuit. to delve deeper into her brand transition, why she was initially hesitant to write her book and more.

Next week, we will have another interview with one of today’s most inspiring business owners. Don’t miss a single episode of Profit. Power. Pursuit and subscribe on iTunes.