Mystic Falls Consultation Files Consultation #4 Caroline Forbes Building a Brand People Remember

By the time Adeeb and I arrived at the Salvatore Boarding House, I already knew this consultation was going to be different.

Caroline Forbes had invited us to discuss her personal brand, community building, and the many project she was involved in. Which, according to Caroline, was "not too many."

According to me? There were definitely too many.

"Okay. Before we begin, I want to know what exactly your qualifications are." Caroline said as we sat down.

I blinked. "You invited us."

"Yes, and I wanted to make sure I made the right decision."

Beside me, Adeeb opened his laptop.

"Web design and artificial intelligence."

Caroline nodded. "And you?"

"Marketing strategy, content, SEO and branding".

She considered this. "Okay. Good. We can work with this."

I glanced at Adeeb.

"She really just interviewed us."

"She did," he replied.

Caroline opened a notebook.

"So, here's my problem. I have multiple projects, several causes, events to organise, people to help, and a personal brand to maintain."

"That is quite a lot."

"I know."

She paused.

"But I can handle it."

Adeeb looked at me.

I looked at him.

Caroline noticed. "What?"

"Nothing," I said.

She narrowed her eyes. "I don't like that nothing."

I smiled. "Your problem isn't that you lack ideas. Your problem is that you have many of them competiting for attention."

Caroline slowly lowered her pen.

"Excuse me?"

"You are passionate about everything. Which is a strength. But your audience may not always know what they should associate with you"

She thought about that.

Adeeb turned his laptop towards her.

"Your website has the same issue. There's a lot of information, but the visitor has to work out where to go next."

Caroline looked at the screen.

"So you're saying I'm confusing people?"

"Not exactly."

"That sounded exactly what you were saying."

I laughed. "Your brand needs clarity."

She sat back. "So I need to choose one thing?"

"Not necessarily," I explained. "You don't have to become less passionate. You need to create a structure around your passions."

Adeeb nodded. "Your website and content should make it easy for people to understand what you do, who you help, and what they can do next."

Caroline looked thoughtful. "So I can still do everything?"

"With a strategy."

She smiled. "I liked that answer."

Of course she did. Caroline Forbes didn't need to become smaller, quieter, or less ambitious.

She simply needed to make sure her audience could keep with her.

As we packed up, Caroline looked between us.

"I think this is going to work."

I smiled. "I think so too."

She paused. "But I do have one more question."

"Go on."

"How much would it cost to completely rebrand Mystic Fall?"

Adeeb slowly closed his laptop.

I stared at her.

Caroline smiled. "What?"

And just like that, our consultation had become significantly more complicated.