WuLift provides online Olympic weightlifting courses, programming, and consulting for athletes and coaches. Founder Aileen Wu established a large following on Instagram for her weightlifting technique analysis videos. In 2021, she approached Kreativ Alchemy to help her monetize her following by strengthening her personal branding. We modernized the WuLift brand and created a user-friendly, search-engine-optimized website with an integrated learning management system (LMS). Now, Aileen can leverage her personal brand to drive traffic from her Instagram to her online programs, capturing leads and generating income.

Laying the Foundation with Personal Brand Development

When WuLift approached Kreativ Alchemy, Aileen was eager to jump into advertising; however, we suggested starting with solid personal brand development. WuLift’s rapid growth on social media meant her personal branding had taken a backseat. We recognized that an eventual advertising strategy would be much more successful if she could establish strong brand recognition and a consistent presence across social media, advertising, and her website.

We started from the ground up, fleshing out the WuLift identity and aligning it with Aileen’s personal brand. We designed a responsive logo, defined brand fonts and colors, wrote a mission statement, explored target audience personas, brand strengths, and more. This comprehensive brand identity was conveniently summarized in a brand guidelines document, providing a solid foundation for WuLift’s personal branding efforts.

Reinforcing the Brand Through Functional Website Development

Once the WuLift brand had a strong foundation rooted in Aileen’s personal branding, we applied the same design styles to the website. We re-wrote and reworked the website content to make it easier for potential customers to find and navigate, ensuring a cohesive brand experience. We conducted keyword research to understand what people were searching for concerning Olympic weightlifting training and wrote six pages of website copy, integrating those high-volume keywords for maximum SEO impact.

In addition to SEO, we evaluated the website layout to optimize the user experience and facilitate conversions. We structured the content to guide users towards desired actions, such as purchasing a membership within three clicks from any web page.

Personal Brand Monetization Through LMS Integration

To monetize Aileen’s personal brand, we needed to provide users with a product to purchase. WuLift had a collection of pre-recorded video content, so we built an LMS (learning management system) to host the content and allow users who purchased it to navigate and unlock content chronologically. We developed the LMS on a sub-domain to prevent interference with the main website’s loading speed or global styles.

With the project’s completion, WuLift can confidently promote and advertise courses for sale on social media, taking users on a cohesive journey from brand introduction to brand loyalty. Users who land on the website can easily understand Aileen’s personal brand, why they should purchase training or a course membership, and purchase products without leaving the website. Existing customers can log into their accounts and pick up where they left off in their course content, further solidifying Aileen’s personal brand as a trusted authority in Olympic weightlifting.