And I walked away from the laser coaching table at the entrepreneurs conference. 

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I'd been evolving myself into a fine art photographer and come looking for direction in starting up a photography portraiture business. Coach Serena listened to my struggles and suggested I focus on personal brand photography. My clients would then have a business reason for my services, and this might provide more clients than those looking for portraiture for more personal reasons. 

"Hell, no! Absolutely not." I thought to myself. "I hate headshots. They’re boring. And even the word ‘brand’ makes my skin crawl." 

I walked away from the coaching session disappointed, frustrated, and no closer to the clarity I sought. 

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The next morning on the flight back to Chicago, that vehement Hell No began to shift.

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What if I imagined beyond the constraints of mere head-and shoulders conventional headshots, drawing on the creativity of my fine art portraiture studies to produce photographs that really set clients apart and elevate their status with true visual charisma?

What if I drew upon my extensive coaching background to draw out and illuminate how my subjects uniquely show up for their clients?

What if I focused on supporting coaches, whose wold I know and community I love — and whose service depends so much on personal presence and relationship?

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What if I communicated what's uniquely meaningful about my clients in ways that will actually boosts their businesses?

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What if "branding" is not some kind of artificial posturing but authentically illuminating how my clients show up inspired in service? And what if I coached my clients through the mental obstacles and pitfalls of the inner game of self-branding and stepping into visibility?

I spent the next four hours of my flight scribbling notes as fast as I could.

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By the time I deplaned at O'Hare my expanding What Ifs were turning into a resounding Hell ,Yes. And BADASSITY Branding was born.

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Since that original decision I've partnered with designer Cara Arendt, and BADASSITY has become a full-service branding agency for transformational leaders. We employ branding strategy, vivid brand design, authentic messaging, website design, and photography to crystalize the uniqueness of those solo coaches, consultants, entrepreneurs, and transformational experts who want greater impact and an elevated presence. You're already a secret (or not so secret) badass. BADASSITY Branding with uncover and confidently communicate why.

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Dan