June/July 2007 issue of 'i-brand' - i-define living's e-bulletin

There are many, but perhaps it is creating and launching "The Fresh Festival" - a now-annual three-day raw food festival which was the first event of its kind in the UK. It is a life-changer.

Name the five most distinctive characteristics or attributes that have helped you to achieve your success:

Raw food is still very niche as a way of eating or living, although things are definitely changing. By combining life coaching and raw food teaching I work with people on many different levels, but essentially my "raison d'etre" is to help people feed themselves optimally and develop a really strong awareness, love and respect for their body so that they can regain the energy, passion and courage that they had as a child so they can go forward and live the kind of life they really want to live without worrying whether their body or mind will be up to the job. Even though most people think what I do is "raw food", what I really do is give people the inspiration, support and tools to get back in touch with themselves. Most people are very disconnected physically or low in personal energy, so when this part of the jigsaw is rejuvenated and falls back into place, dealing with the rest of life, and of making dreams come true, is so much easier. So, I am not just food and I am not just life coaching, I am in the business of whole person transformation!

I learned a ton about internet marketing over the past couple of years and have come to really relish it, so much so you could probably say it's one of my favourite hobbies!

I stayed true to myself and didn't try to be someone I wasn't.

I finally accepted that yes, fun and highly professional could happily co-exist within the same brand.

I had a caricature designed of myself to illustrate the way I feel and also to add an element of fun and a little sexiness to the image of raw food.

I got clear on who I am and who my ideal client is; it has helped me to have more confidence in my brand and has naturally attracted the right clients. d

I look everywhere really; my mind never sleeps and I carry a notebook in my bag and a dictaphone in my car, so I never let a great idea get away! I am always thinking of how I can "cross pollinate" and bring successful ideas from other industries into my own - a key strategy I learned from American marketing guru Jay Abraham. I also adore well designed and interesting web sites, and/or ones that use internet marketing ideas cleverly. I love anything that has some imagination or passion behind it. Bland is not brand.

I definitely have my diet to thank for having relentless energy as I personally eat raw foods about 99.9% of the time. I also make sure that I have a good swim and then relax in the steam room for 20 minutes at the start or end of every working day and I am lucky that I can switch off very easily and fall asleep as soon as my head hits the pillow. Mentally, as I am a very strong believer in the philosophy that we create our own reality, I have come to hold a lot of store in that knowing and so even when the going gets really tough, I never feel that life is out of my control. Knowing that I can change or re-create any aspect of my life or business more or less at the drop of a hat purely through passion + focus + positive well-considered action is absolutely the most powerful approach I have in my mind/emotion toolbox and that has pulled me through more times than I can possibly mention!

Nike - it's just so "to the point". There's no room not to get it.

Probably Jordan and/or Victoria Beckham. Everyone has opinion on them (which can swing either way), which basically tells us that they reach a LOT of people and are memorable. Both have their own unique quirks or trademarks as well as their own personal version of "Je ne sais quoi", which then adds intrigue. For these reasons people remain ever curious about them even if they're not their biggest fan! Love 'em or loathe 'em, they've both still managed to create a very powerful brand.

i-brand e-bulletin: June/July 2007