Branding for Psychologist, Author, International Speaker: Raluca Anton
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We crafted Raluca's personal branding in two stages:
May 2017: In the initial stage, we developed a comprehensive strategy encompassing photo shoots, visual identity, establishment of social media channels, and a communication strategy.
June 2023: We were delighted when Raluca approached us for a second collaboration to take her brand even further. She successfully implemented all aspects outlined in the initial strategy and needed a new vision for the next 5-6 years. This time, we collaborated within the ecosystem of brands she had cultivated over time, adding an international perspective into her plans.
September 2024 - March 2025: We acted as an internal brand management team, running the day to day communication and brand development for 6 months. We set up a system that Raluca could implement even further without our involvement.
2017: personal branding from scratch
Kintsugi: The Centuries-Old Art of Repairing Broken Pottery with Gold - served as our inspiration for the personal branding initiative conducted for Raluca Anton, psychotherapist. Raluca's professionalism, work ethos, ethics, and charm motivated us to delve into the very core of her practice, which revolves around "fixing" people and guiding them on a journey toward self-improvement. This process utilizes empathy along with a "golden" set of skills and scientific knowledge.
Strategy & copywriting: Alexandra Crăciun
Art director: David Stroe
2023: repositioning Raluca Anton
Strategy: Alexandra Crăciun
Art director: David Stroe
Brand manager: Denisa Deac
In the dynamic world of branding and personal development, our collaborative journey with Raluca Anton has unfolded as a tale of transformation and continuous growth. In 2017, we had the privilege of crafting the brand identity for Raluca, an talented individual with a clear vision. However, the Raluca who returned to us was not the same person we initially encountered. She had evolved, bringing forth new ambitions and aspirations. This time presented a distinctive challenge, as Raluca sought to transition from an individual brand to a curator of experiences and a creator of an ecosystem of brands with an international approach.
Hence, we needed a comprehensive system that could seamlessly integrate with the other brands in her portfolio, each having distinct positioning and strategies. Our response was a journey of repositioning, simplification, and strategic expansion.
To begin with, we had to make a distinction between Raluca Anton and her current system of brands.
Raluca Anton BRAND: This entity embodies multiple roles, including being an author, podcaster, trainer, specialist, speaker, and public speaker. Additionally, this personal brand serves as the driving force behind the broader "RA brands" umbrella, defining the ecosystem of brands under its purview.
RA Brands: This term encompasses the complex ecosystem of brands curated by Raluca Anton.
These two entities coexist in a mutually beneficial and interdependent relationship, contributing to the holistic success of the entire brand ecosystem.
One of the most significant challenges that we encountered was the need to create a system that would work harmoniously across various of her brands, each with different positions in the market. Some brands targeted the middle class, while others aimed to attract a premium clientele. Our objective was to position the Raluca Anton brand ecosystem as the number one choice for personal development. Achieving this goal involved retaining the 'kintsugi' concept while implementing it uniquely for each brand based on its positioning and strategy.
We initiated the transformation by simplifying the Raluca Anton brand logo, retaining only the core elements - "psychologist" and "doctor." This minimalist approach reflects the brand's commitment to clarity and its premium positioning.
Recognizing Raluca's ambition for international recognition, we conducted a comprehensive analysis. Our goal was to develop an ecosystem that could transcend borders and thrive on a global scale. This strategic shift laid the foundation for her international expansion.
Within the brands comprising Raluca Anton's ecosystem, 'Raluca Anton' emerged as the premium flagship. To reinforce this image, we maintained a minimalist color palette of black and beige, exuding elegance. The introduction of a gold line further emphasized the brand's premium identity.
We also performed a website redesign, realizing that it often serves as a brand's first impression. Next on the agenda is an overhaul of the social media presence, coupled with the creation of editable materials in Adobe (we usually use Canva, but since Denisa Deac works as a brand manager, we can use Adobe suite). This comprehensive approach ensures a consistent brand identity across all touchpoints.
To elevate the premium status of the Raluca Anton brand, we strategically extended the distinctive color palette to the more commercially-oriented product, 'Jocurile Minții.' This decision not only reinforced the premium image of 'Raluca Anton' but also enhanced the appeal of 'Jocurile Minții' to its target audience.
While 'Jocurile Mintii' right now finds its place on Raluca Anton's website (l.e. 2025: we later moved it to its own website), it represents an intriguing medium brand tailored to a wide audience. This project extends a welcoming invitation to collaborators, reflecting the brand's commitment to fostering partnerships and facilitating expansion. Notably, we've made significant adjustments to the color palette since the original branding efforts in 2017. The palette has evolved to be more commercial, with desaturated tones that resonate with a broad audience. This shift is not merely logistical but strategic in nature.
We've taken the initiative to revamp the design of products originally offered under Raluca's brand, recognizing the potential for 'Jocurile Mintii' to stand independently. The ultimate objective is for 'Jocurile Mintii' to flourish as a self-sustaining project, in collaboration with a network of psychologists, reaching an even wider audience and solidifying its position in the brand ecosystem.
September 2024 - March 2025: 6 months of brand management & development
For 6 months, part of our team worked every day to create a system for RA brands. We managed to deliver the following:
We established a comprehensive team operating system encompassing:
A centralized master spreadsheet and Google Drive directory for project management and data consolidation;
A detailed time-tracking system to monitor team productivity and project timelines;
Specialized spreadsheets designed for the precise calculation and analysis of social media post performance, product pricing and other items needed to make better brand decisions.
We refined and enhanced the editorial policies for our online platforms, focusing on:
Consistent brand messaging and visual aesthetics aligned with our brand;
Improved content scheduling and planning;
Increased audience engagement and interaction;
We conducted a comprehensive survey and analyzed 340 responses to gain valuable insights into brand perception, enabling us to:
Identify key strengths and areas for improvement.
Understand audience preferences and needs.
Inform strategic decision-making and future direction.
We developed detailed rate cards for both the core brand and the "Jocurile minții" project, including:
Clear pricing structures for various services and collaborations;
Customizable packages to meet diverse client needs;
Transparent and professional presentation of partnership opportunities;
We designed user-friendly templates for social media posts, presentations, and rate cards, all easily accessible and editable within Canva ensuring:
Consistent visual branding across all platforms.
Efficient content creation and modification.
Empowerment of the team to produce high-quality materials.
We significantly improved the ralucaanton.ro website by:
Updating and optimizing website content for clarity and impact.
Restructuring the website's layout for enhanced navigation and user experience.
Implementing a public event calendar to promote upcoming activities and engagements.
We solidified the visual identity of "Jocurile Minții" by establishing:
A distinct and cohesive visual territory that reinforces the brand's message.
Consistent visual elements across all platforms.
A strong brand recognition.
We initiated the development of a new online store for "Mind Games" (with ongoing refinement), aimed at: expanding the availability of "Mind Games" products and services.
We successfully produced and launched the following products:
"5 Minutes for You, Mom": a resource designed to support and empower mothers.
"Family Together": a program focused on strengthening family bonds and communication.
"Career with Meaning": a guide to finding fulfilling and purposeful professional paths.
Furthermore, we engaged in numerous strategic discussions that were both insightful and productive, contributing to the development of long-term goals and objectives, the refinement of business strategies and tactics, the creation of a collaborative and innovative environment.
Testimonial
Working with BEAM was challenging and wonderful at the same time. It was challenging because these people know what they're doing so well that they don't let you go astray and keep bringing you back on track, which can be frustrating at times, and more than that, it was challenging because the way I sometimes do things starts from: "let's do something now and we'll see how we manage," but with BEAM things don't work like that.
When Alexandra told me that implementing some things would take a few years, I rolled my eyes and said: "fineeee! I'll figure out a way to make it happen faster!" Of course, 5 years later, it happened exactly as predicted, which is why I returned like a good student who wants to learn and discover more.
And that's actually what's wonderful about this whole experience: the fact that the story is built over time, with a team that knows their part very well, with a designer like David who listens in detail and then takes the time to build a visual, with infinite patience and gentleness like Denisa's, who integrates all these elements of the strategy and "gives them a voice" on social media.
And I think that's what a healthy collaboration actually means: someone to shake your system and show you where improvements are needed and where you need to turn 180 degrees, but who offers you along the way the assurance that things are happening at the pace they need to happen to build something sustainable and impactful in the long term.
Raluca Anton