Feel like your signature offer is solid but still getting passed over? You’re not alone—and it’s probably not your price or content. It might be your branding.

In this episode, I sit down with Aiza Cheung, aka The Brand Chef, to talk about offer branding and how giving your signature offer its own identity can turn “meh” into must-have. She breaks down her R.I.S.E. method, explains why offer branding is different from business branding, and shares how it completely changed how she sells.

If Canva has you stuck in procrasti-tweaking mode, this one’s for you.

What You’ll Learn:

• Why branding your offer (not just your business) matters
• The key differences between business branding and offer branding
• Aiza’s R.I.S.E. framework for branding your signature offer
• What to do if your branding isn’t matching the value of your offer
• How branding impacts both confidence and conversions

Links Mentioned:

• Free Mini-Class: Knead a Theme? – Aiza’s 15-minute class on how to use theming to stand out without boxing yourself in 👉 https://studiocoya.com/theme
• Studio Coya Website: https://studiocoya.com/
• Follow Aiza on Instagram: @studiocoya
• Aiza’s Podcast: Nourish Your Brand

Want More Support?

Aiza also recorded a guest training exclusively for my Post With Purpose members all about offer branding. If you’re inside the membership, go check it out—it’s packed with extra takeaways and implementation tips.

Not a member yet? Learn more here: 👉 https://sociallyyours.biz/post-with-purpose

Welcome Back to episode 95 of Mompreneur Mastery.

Today I'm talking to Isa, aka the brand chef behind Studio Koia.

She is the genius behind flavor packed branding that makes your offers stand out and sell.

Because what is the point of a pretty brand if it doesn't bring in buyers?

And we're digging into something that way too many business owners skip, which is branding your offer, not your business, not your logo, your offer.

She's breaking down how to brand a specific offer, how that makes it easier to sell, easier to market, and makes it so much more irresistible to your dream clients.

This really blew my mind and might bring big changes to my signature offer.

So I'm really excited to share this interview with you.

Welcome to Mompreneur Mastery, where we build business businesses, raise families and skip the hustle.

That doesn't actually help.

I'm Sydney o' Brien, certified Instagram strategist, mom of three and your no fluff guide to making more sales with content that's strategic, simple, and you can actually make in the small mom cracks of your day because Instagram shouldn't feel like a full time job you're not getting paid for.

If you're ready to stop posting just to stay visible and start sharing content that actually converts to sales and gets you clients, you're in the right place.

All right, so today I get to talk to Isa and before we get like too into it, can you give us some information about how you got started, how Studio Koya got started?

Yeah, of course.

So I have been in business for a very long time, over six years now.

Studio Koya was basically born from me being made redundant.

So that's exactly what I did.

And then after that I started Studio Koya, started designing and then really got into branding probably about two, three years in, and that's where we're at now.

And I love branding businesses and branding offers for service providers and coaches and experts.

I love that.

And you call yourself the brand chef and I love that so much.

What made you lean into that, like whole kitchen cooking aspect?

Yeah.

So I personally really love food.

So I was like, you know what, let's bring that into my brand to bring some life into it, bring some fun, both for myself and for my clients.

Initially, when I themed my brand, I was actually thinking of using it as niching down.

So I thought, okay, I'm going to brand Myself with a food theme to attract more people in the food industry so they would work with me.

But actually, that was like one of the mistakes, I guess, when it came to theming my brand.

Because what I found was, first of all, I didn't have a network in the food industry.

I didn't have any connections in there.

I just thought, I can design food brands.

That'd be fun.

And I'll theme my brand with food.

So that'll be like, you know, I thought I was really clever at that point.

But then what I realized was, first of all, I was cutting off the people that were already in my community, in my network, the online service providers, the coaches, the creators.

And then also I had to work like triple hard to try and get contacts within the food industry.

And then like, I think probably six months in, I was like at networking events.

I was at this networking event at like 9pm and I was just like, what am I doing here?

And then I realized, like, why am I doing that?

I can still have a food theme for my brand and work with the people that I loved working with before that already.

So that's when I shifted.

But I still called myself the brand Chef.

I actually leaned into the food theme even more and went all in.

And people started recognizing it, found it really fun.

And I was like, okay, this is what I can do, use the theme for and this is how I can stand out.

And actually using it as a differentiator, that was like the big pivot for me.

And that's why I do it.

And I still do it now.

And I love using it.

I love seeing it.

Honestly, like, your content is great and I looked over your website and it definitely stands out.

So that was like, excellent call.

Obviously you were the expert and you would know that going in, but yes, I love seeing it.

I still had to go through the motions to get there.

Yeah, yeah.

Now, you mentioned two different kinds of brands.

Just a second ago.

You said like, offer brand and business brand or something like that.

Can you explain the difference?

Yes.

So most people, when they think about branding, they think about their business brand.

Right.

What does it look like?

I guess to rewind that a little bit.

A brand is what other people perceive you to be, and then branding is to influence what other people's perception of your brand is.

So that's what we want to do with branding, and that's what a business brand does.

We brand the business.

We're like, okay, this is what we look and feel like.

Here's how it permeates throughout Everything, whether it's your messaging, your copy, how you talk to people, your visuals, all of that falls under the business brand.

And the reason why I started talking about offer brand is, is I guess it's also still my personal experience.

When I designed my offer, the offer oven, I realized that there was something missing because I found it hard to sell what I was offering.

And I realized looking at adjacent industries and adjacent, I guess, topics and themes.

So in for example, supermarkets, when you look at confectionery, you've got like the Kellogg's in the cereals, you've got the Nestle of confectionery, you've got even Coca Cola.

But underneath those, there are loads of different products and people go and buy the products rather than the big brand.

And then that got me thinking of like, well, in the service space, in the entrepreneurial space, why can't we think about it like that?

Right?

Because you know, people, well, thinking about Coca Cola, they sell Coke, but then they also have Sprite and they're totally like two totally separate things and they sell it really differently as well.

So that's how I started to think about offer branding.

And also looking at The, I guess SaaS world, like software as a service world, they also productize what they do.

They productize the actual thing that they're selling.

And it makes, it just helps you sell it easier because you're like, you're talking about this thing, it's branded, it has its own world.

People can immerse themselves into it.

And I just felt like, well, it makes sense.

Why wouldn't we do that for services?

So that's where offer branding was born.

And that's where I started talking about it a lot more.

Because when I built the offer oven and branded it, I could feel the buzz around it.

And also I felt like it was so easy for me to talk about it because it was branded already.

So it was like I've built a world around it.

I just need to invite people in to this specific thing.

Whereas business brand, I feel like it's more for attracting and nurturing and getting people to understand who you are as a business as a whole.

You know, what do you stand for?

What topics do you talk about?

That's what business branding is for.

And offer branding is for getting people to buy.

So they do two different things.

Yeah, that's super interesting.

So I could see like, for different offers with like the different brands.

Could be the messaging would be a little, would be different as well.

Selling like a high ticket like year long, like course as opposed to like a 27 like guide or ebook, having that differentiating offer brand would be super, super handy.

Exactly.

And I always say, like, brand your signature offer.

So if you have templates, if you have like a lower ticket, maybe a membership or a product, like a workbook or something like that, it might not necessarily warrant branding.

So for myself, I have the offer oven, which I've branded, but then I also have what I call the brand recipe, where it's a consult call.

Like, we talk about strategy, but I didn't brand that because it just wasn't big enough to like have its own world built around it, whereas the offer oven does.

So understanding where your offer sits and how you want to sell it will determine whether or not you want to brand your offer separate from your business.

And when I say separate, it's like, it's not like completely different.

There's still links and there's still like, my offer oven is still food themed, but I focus it into bread and baking.

That's the, that's where the differentiator is.

It's like, it's almost like a more narrow focus.

So it's.

The visuals look slightly different.

You know, I use a bread emoji all the time when I talk about the offer oven, but when I'm in my main brand, when I talk about my thought leadership things or when I talk about my podcast, when I write emails, when I like all of those things don't have that relationship.

It doesn't have that brand linked to it.

So yes, it's still linked, but it's, it's, there's a differentiator so that it can stand out within your business as well.

That makes a ton of sense.

Now if someone had a signature offer that they haven't done, like that, like specific, narrower branding for what would be like their first step to do that.

I actually have what I call the Rise framework.

So basically it's research, identify, shape and equip.

So we want to understand how you want your offer to stand out first and foremost.

What is the goal of your offer?

How do we want people to feel about it?

And that forms the foundation.

We want to make sure we know what the role is first.

Like I said, you know, some might, you might not want to brand it, some you might want to.

So we need to figure that out and what it is that it's doing.

And because we know what this offer is doing, we can then start to build from it.

And that's when we identify the second stage, your differentiator.

How do we want it to be different from your main brand?

How do we want this offer to be different from all the competition that is out there?

And that's when you start putting personality in there again.

How do you want it to feel?

How do you want your clients to feel about it?

Is it fun and playful?

Is it calming and serene, like those types of things?

That's where you want to figure out what your personality is.

And this is optional, but I love theming.

So this is when I'm like, okay, how can we theme this to make this stand out even more and make it really different?

Or.

Or what's the tie in?

So for mine, it's obviously food, but it's like, oh, we're cooking up some branding.

We're cooking up your offer.

We're baking it to perfection.

So there's still that link, but then there's just a bit of language, a bit of visuals that make it slightly different.

So that's the identify stage.

And then shape is when you bring all that to life into visuals.

And this is always my favorite part.

So it's like, okay, we've identified what's different.

Okay, what are the foundational things?

What do we want people to feel?

What's your personality?

Now let's translate them and start visualizing.

And then this is where everything comes to life.

It's where you design stuff, colors, all of that fun stuff.

And then equip is knowing what you need.

It's figuring out, okay, what are the simple things that I need and where do people need to see them?

And that's when you start putting it out into the world and you start designing the things that you need.

So, yeah, so that's.

That's the process of branding your offer.

Yeah.

Wow.

There's, like, a lot more to that than I think most people think of when they think of branding.

They just think of, like, you know, the colors, the logos, the fonts.

But, yeah, I think the.

A really big, important part of it seems how people feel about it, too.

Can you talk a bit about why that's so important for branding?

And, yeah, I mean, everything about your brand is about perception.

And as business owners, we know how we want people to feel about our brands, so we need to be able to influence people and try and nudge them that way and basically ultimately nudging them to buy from us.

So that's why that part of understanding how you want it to feel and how you want your audience to feel about your business is super, super important.

This is all, you know, we Say it's brand strategy, but that's basically what it is.

We want to know what people want and how people want to feel, and we want to try and bring that out of them through all the brand assets.

So that's why I say branding is more all encompassing than people think.

It's not just the surface level, visual stuff, yeah, we can look pretty, but what are we looking pretty for?

Right.

That's, that's the underlying.

We need to know the meaning and we need to know the foundational stuff so that branding can do something for us.

I always think we, we want it to do something for us.

Right.

Otherwise why are we doing this in the first place?

Right.

We could just talk about our offers.

Even when we just talk about our offers, people still have a perception about us.

So when we add the layer of branding on top, it's like we have a bit more control.

We know that we are trying to get people to do certain things, to feel a certain way, whether or not they do that.

Obviously everyone is different and everyone looks at things and perceives things differently, but there are overarching things that we can try and do to make our brands feel the way we want it to feel.

Mm.

Wow.

Do you think that is something that most people would be able to, like, DIY or is that, like, outside help necessary?

I mean, it really depends.

Yeah.

Because some people, they can, you know, really go inward and discern what they need and how they feel and, like, have a really good pulse on what their clients are doing and how, how they feel as well.

And some people, it's about having a conversation with a brand designer and just talking through it and figuring it all out and having someone extract it out of them.

Yeah.

And so it really does depend.

And obviously also it's whether or not you're a creative or a designer and have a design eye to then be able to translate all of that into something visual.

And if you're confident in doing that, I would always say go for it.

If you think you can do it, go for it because you know your business best.

But then there's also that advantage of if you're working with someone, you have an outside eye because sometimes you're too close.

It's like reading the label from inside the jar and that analogy.

So sometimes having an outside perspective just adds that level of depth that you might not have gotten.

Or like, it's like, oh, I never thought about it in this way, like just that different angles of how to approach certain things, you know, that.

And of course that's why brand designers exist.

That's why a lot of services exist.

Because, you know, not everyone could do everything.

And also, we're not experts in different things, so.

Right.

For sure.

That is something I'm guilty of a lot.

Like, being too close to something where I just need that, like, outside perspective that's, like, not nearly as, like, biased or, like, emotionally attached, like I am to my own stuff.

Yeah.

And also sometimes you just want to talk through something, like, whatever it may be.

Like, I, you know, I have a sales coach, because it's like, okay, I think I want to do this, and it's probably correct, but it's just like, you just want.

You want that affirmation.

It depends on, obviously, on what type of person you are.

Sometimes it's like, well, I know what I'm doing and I'm confident and I'm going to go for it in different aspects of your brand.

For me, like, copywriting was a big thing.

Now I'm, like, too scared to touch it.

So, like, when I worked with a copywriting coach, it was like, okay, like, now I understand.

Now I can see how it can be done.

So as business owners and as busy business owners, we also want to be able to take those shortcuts and, like, allow ourselves.

Like, we don't always have to do all the hard work.

Like, why are we doing this?

Make it easy for ourselves.

Like, you know, if we have the money to invest, if we think it's important for us, why wouldn't we go and get to that level instead of having to slog our way through and try and get there ourselves?

Yeah, absolutely.

Do you think there are, like, dead giveaways or even, like, hints that branding might be holding someone's business or offer back?

Yes, definitely.

So I like to see it as, like, internal stuff and external stuff.

So internally, inside your business, when it's holding you back, you feel like it's hard.

Like, creating content is so hard.

Like, you've got all the strategies, you know what you're supposed to be doing, but then it's like, but, oh, how do I create this?

Oh, I'm like, scrolling in Canva, trying to find this perfect little icon that probably doesn't make that much of a difference, but you're still like, ah.

And then you're like, oh, but what if I just change this color or change this font?

So if you're in that I call it procrast tweaking mode, then you're tweaking all the time.

You keep trying to evolve and change Instead of being confident in your brand and in your decision, that's when it's holding you back.

You're spending more time than you should on certain things.

Like, personally, I have two templates for socials, and I thought that's it in terms of my brand.

Like, I don't want to make it complicated for myself.

So something like that and, like, being confident about using it, that's when that will help.

So, yeah, so procrastinate tweaking is a big thing in terms of branding holding you back.

And then externally, it's when you feel like there is a misalignment or when your clients feel like there's a misalignment.

So when they see your offer and they have a certain perception about it, and then when you talk to them and when you're like, okay, well, this is what it does, and blah, blah, blah, and they're like, oh, I didn't know you do that, or I didn't know that was how it was done.

That's when you can see, okay, visually, something is not connecting in terms of the value.

The transformation that I'm giving to my clients, they're not getting it.

When they see it in the first place, then it's like, okay, there's a disconnect there.

And even when someone does take the leap and work with you, and afterwards, they're like, your experience is so much better than what I thought it was going to be, which is great.

That means you offer a great experience, you have a great offer.

But if they took the leap, how many people didn't take the leap because they didn't see that your offer was that valuable for them?

That's another big, big, big side as well.

Yeah.

Yeah.

Oh, wow.

I love that you broke that down between, like, internal and external.

Those both make a lot of sense.

Yeah.

I always think it's like, there's something.

Branding is very personal as business owners.

It's very internal.

There's so.

There's.

It's so helpful to have good branding because it makes you feel excited and confident and you're like, yeah, I can go for it.

I love my offer.

I've branded my offer.

I can shout it from the rooftops.

That's what happened to me when I did the offer oven.

Like, I was talking about it all the time.

Not because, like, I, you know, I was like, oh, I'm gonna, you know, talk about it 10 million times so that, you know, it converts to this many people.

It was just.

Cause I was really excited about it, and I really believed in it.

And because my branding backed it, I can easily talk about it and easily show up a lot quicker than I normally would with like my previous offers where I was just like, how do I explain this?

Oh, but like, you know, I don't really know how to talk about it or when my branding wasn't quite showing before I rebranded, my brand looked a lot more playful and fun and colorful, but it didn't really represent how I felt and how I could show up.

So I was almost like stopping myself from posting things.

So that's like my internal stuff and then the external people can see it.

Right.

It's like, if I'm branding myself as this fun, airy, light hearted, playful brand and actually I also, I still want that, but I still want that like, grounded, professional feeling.

It's not coming across.

So then the people who want that won't be reaching out to me for, for me to help them.

So I love looking at it from both internal and external because I think both is, both are really important for you to get sales and to convert.

Yeah, I was just thinking, as you were saying that when you have like that excitement about your own offers and you do talk about them more, like your audience feels that excitement too, so they're like excited to learn more about it and to like buy.

It's.

Yeah, it's super helpful.

It just helps you show up.

Like, you know you have good branding, so why wouldn't you show it off?

You, you want to show it off.

It was like when I worked with my copy coach and I'm like, oh, I can talk about this now.

I could talk till the cars come home.

Right?

Yeah.

So it's, it's a similar thing.

It's like I'm, I can get confident and if my branding is good and I'm confident in it, I will use it more.

And when you use it more, you'll show up more and then that's when your clients see you more.

Yeah, I love that.

Now you also have a free mini class.

Can you tell us about that?

Yes, I have a mini class called Need a theme.

So I've been talking about a theme a little bit and how I've used it in my branding.

So if you're thinking that, you know, you're thinking, oh, what, what can a theme do for me?

Like, can a theme work for me?

That would be the perfect place to start.

It'll tell you like, you know, what not to do, how to approach it, and some steps that you can go through to see if A theme can work for you and how to start implementing one as well.

So, yeah, it's a mini masterclass.

It's only 15 minutes because I know we are short on time.

So, yeah, have a watch and if you come up with a theme, let me know.

I'm always really excited when people start theming their brands and how they do it.

I think people's creativity is amazing because I've run some challenges before where I help people go through theming, theming their brands, and the things that come up are just wild.

Yeah, that sounds so fun.

Like, as you were talking about a theme at the very beginning, I was like, oh, I wonder if I could do that for my business.

That sounds so cool.

I love that.

Again, it's about like, yeah, it's about bringing something exciting into your brand so that you can use it.

And when you have whatever it is, whether it's a theme or even just like.

And I say even just.

But it's like, if you have a personality or a feeling that you want to bring across, having that as an anchor will really help you shortcut in content creation, in marketing, in even, like the internal stuff like building your offer, you know, whatever your curriculum might look like or the space that people come to will look like.

It all helps inform that.

And that's what branding does.

So theming is just a part of it.

It's like a tool to help you get there and to help you build those shortcuts to be able to do things faster, to be able to make decisions faster as well.

Yeah, I can see how that would be very helpful.

And I hadn't thought of that before, how it would help inform even, like, offer creation and like curriculum and things.

Wow.

Yes.

It's sprinkling your personality within everything that you do, like branding, you know, because branding doesn't just stop at, like getting people in the door.

It's not just like outward marketing.

It's once people buy into you.

Once people have bought your offer, whatever it may be, when they come in, it's like, okay, well, we want that experience to continue because we want them to still have that feeling, because they can either continue to work with you, they can talk to other people about you.

If they, if they loved the experience, they'll talk about it.

So that's what we want as well.

Like, that's why, you know, brands have their advocates.

Like when you, I don't know, when you buy skincare and you're like, okay, well, that's the only brand I use because of the experience.

Not just the product itself, but everything that goes around it.

Same with restaurants.

That's why we have favorite restaurants, because people, you know, they have great staff, great service, great cutlery.

Like, you know, everything feeds into that.

So, you know, it's not just about getting people in the door.

It's getting people in the door and then them loving the experience that they have.

And that's also super important.

And that's, again, something that people don't think about too much when they think about branding, because they think, oh, it's all about marketing.

But actually, it's everything from start to end in terms of the customer journey, and that includes them being in and leaving your offer, finishing with your offer, and being advocates for your brand as well.

Yeah, that makes a ton of sense because.

Yeah, that client experience, when it's like, that positive, they're not only, like, coming back for other offers, but sharing it with their friends and, like, turning into, like, referrals for you as well.

Yeah.

And you want them to feel like it's seamless.

Right.

When you do your offer branding and they come in and they're like, okay, I understand it.

Like, we're going through these stages, and that's where it all comes in.

And it's like, okay, the experience is like, still, it feels the same.

I also like to talk about branding and offer branding.

Like, it's Disneyland, so you know you're going into Disneyland.

Right.

But when you go into the theme park, there are all these different worlds, like Adventure World or Frozen Land or all, like.

I don't know the names of it, but I know there are different worlds in Disneyland.

So that's what the offer is.

Some people, they go for to go in, like, the Future world, to do the Space Mountain and all that exciting stuff.

Some people, they go for Frozen because they love Frozen.

Like, there's loads of different things that people go for, and it's not just the whole brand.

They go for that particular experience.

And that's what offer branding is.

But then there's still many people that go to Disneyland because of the brand, so.

Right, that's.

That's like what I would like to compare it to.

You have, like, the best comparisons.

They make so much sense.

Yeah.

I mean, it's.

It's just easier to understand sometimes.

Yeah, it is.

Yeah.

Because sometimes branding jargon is just branding jargon, which is why I put the food theme in as well.

Because sometimes it's just easier for me to explain when I'm like, well, this is like walking into a restaurant and Then this is like eating a croissant.

Give me anything.

Yeah, I love that.

Something that people can actually relate to.

Yeah.

Yeah.

That's so smart.

Where can listeners go to connect with you and like, stock your offers and learn all the things?

Yeah, so you can stalk me at Studio Koya and that's C O Y A Definitely check out the mini masterclass.

It's free.

Just have a watch through that.

I've got the offer oven if you're thinking about branding your offer.

And yeah, I've got a podcast as well called nourish your brand if you want to listen to me chat about it.

Every episode is a food analogy talking about how you nourish your brand.

So, yeah, so that's.

That's where you can find me.

Awesome.

I'm going to put links for all of those in the show notes.

I am so excited to do the mini masterclass myself, so definitely everyone else check that out.

Thank you so much for coming to talk to me.

And I'm also really excited because you recorded a masterclass for Post with Purpose, my membership as well.

So if you're in Post with Purpose, get really excited for that.

I'm super excited to hear how people feel about the masterclass.

It's all about offer branding and what it can do for you.

Just basically what we talked about today, but in.

In more depth.

Yeah, I love that.

Thank you so much for coming on and chatting.

Thank you so much for having me.

Okay, but how good was that?

I loved this conversation and also watching the training she gave inside of Post with purpose.

After watching it, I immediately started rethinking the branding for my membership and I'm really excited about the possibilities and fully plan on digging into that more.

So if this conversation has your wheel spinning too and you want to have the full masterclass she recorded exclusively for Post with Purpose, she goes much deeper in the training and walks you through that rise framework in much more detail so you can bring your signature off to life in a way that really connects with your audience, makes it easier to market and makes it easier to sell.

So if you're a member, head to the portal and check that out.

If you're not, there's a link in the show notes to join so you can get access to that and a whole lot more.

Thanks so much for hanging out with me on Mompreneur Mastery.

If this episode gave you more clarity or a little boost of confidence, I would love for you to follow the show, leave a review or share it with a fellow mom building her business on her own terms.

And hey, if something really clicked DM me on instagram I am ocially yours strategist and tell me the one thing you're doing differently.

After listening I love hearing what is landing for for you.

Until next time, here is to less stress, more sales and a business that actually fits your life.