I used to be solely a wellness coach teaching English speakers in Japan about Japanese holistic health. However, I have found that before I can teach them about health, they need more help with simpler things like how to even shop in a grocery store when they can't read food labels. I also found that their biggest struggles with emotional health are around adapting to life in Japan and making social connections.
So, I decided to rebrand my business as "Thrive Tokyo". I will be offering online courses on four Lifestyle-related topics to help people through the visiting, moving, settling, and thriving stages for three kinds of people:
1) Tourists - practical information on how to have the smoothest trip to Japan (info on transportation, dining, customs, etc. so there are no awkward travel moments)
2) Expats moving/settling in Japan - This will be relocation details on how to find an apartment, set up a bank account, deal with visas, work your washing machine/air conditioning, etc. All things to do with moving and settling!
3) Expats living in Japan: This will be an adaptation course on things like how to shop at a grocery store and read food labels, how to buy cleaning products, post office, dry cleaner, etc.
4) Health - this is for people who want to learn about healthy food options and how Japanese people think about their health.
I like the word "Thrive" because to me it means about really excelling and living your life to the best you can, and in this case it's for people who really need help with cultural and language barriers. I also like it because it encompasses "health", which is what I ultimately want to help them with the most.
Although my website will be mostly about online courses, I will also be offering 1:1 services for people who want more customized help, and of course that means the prices will be more premium. I will be marketing mainly through Youtube by having a Youtube channel.
My audience will be both men and women. I am 29 years old so I always imagine my audience to be around 25-35. These are people who are in the work force who have a curious mind about life in Japan and like to engage with activities, and who have not yet started a family. Though, of course there will be some college students and families as well.
I want my brand to attract people looking for quality advice and who value being able to pay for the info all in one spot. But I will keep my youtube/marketing a bit more light hearted and interpersonal.