Brand Strategy for Cancer Coaches: How Sunshower Coaching Became a Category-Leading Advocacy Brand

Client Overview:

• Industry: Health & Wellness
• Niche: Holistic Wellness, Coaching & Consulting
• Topic: Brand Strategy for Cancer Coaches
• Business Type: B2C, Health Coaching, Cancer Advocacy
• Scope of Work: Brand Strategy, Business Model Refinement, Audience & Market Positioning, Messaging & Storytelling, Offer Structuring

Sunshower Coaching, founded by Diana Donnelly, provides one-on-one mentorship and coaching for women recently diagnosed with Stage IV breast cancer. After navigating her own cancer diagnosis, Diana saw firsthand the lack of personalized support, education, and curative intent treatment plans available for women facing advanced-stage breast cancer.

She launched Sunshower Coaching to bridge this gap, helping newly diagnosed women confidently navigate their first year of treatment with a structured plan, emotional resilience, and self-advocacy skills. However, she faced several challenges:

• Undefined Brand Identity – Sunshower Coaching lacked a clear and compelling brand narrative that communicated its unique approach to cancer coaching.
• Unclear Market Positioning – The coaching space had many general health and wellness coaches, but few specialized in Stage IV cancer care with a focus on curative intent.
• Lack of Business Model Clarity – Diana needed a structured, scalable framework to transition from informal support to a high-value, sustainable coaching practice.
• Inconsistent Messaging – While she had a powerful personal story, she needed a way to translate it into clear, marketable messaging that would resonate with her ideal clients.

Wild Woman Haus® was brought on to create a powerful, category-defining brand strategy for cancer coaches by refining Sunshower Coaching’s identity, market positioning, and business model to differentiate it as the premier resource for curative intent cancer coaching.

The Challenge: Developing a Category-Leading Brand Strategy for Cancer Coaches

At the start of our engagement, Sunshower Coaching lacked clarity in key areas:

• Brand Perception Issues – While Diana had personal experience with curative intent treatment, her audience didn’t fully understand how her coaching differed from traditional cancer support.
• Scattered Business Model – Without a structured offer, Diana struggled to turn her expertise into a sustainable, profitable business.
• Unclear Value Proposition – She needed a clear, compelling way to communicate why her coaching offered something no other cancer coach did.
• Messaging Inconsistencies – Her brand lacked cohesion, making it difficult for potential clients to connect with her approach on a deep level.

We developed a custom strategy to bring clarity, consistency, and authority to Sunshower Coaching, ensuring it could scale into a movement and a life-changing resource for newly diagnosed women.

The Wild Woman Haus® Experience:

Phase 1: Crafting a Purpose-Driven Brand Strategy for Cancer Coaches

Our first step was to establish Sunshower Coaching’s core brand identity—a cancer coaching service that specializes in curative intent treatment and mentorship.

• Brand Purpose: To help people diagnosed with Stage IV breast cancer approach their disease with curative intent so that, with their medical team, they can co-create a treatment plan that puts them on the path to remission.
• Brand Mission: To advocate for curative intent in newly diagnosed Stage IV breast cancer patients and empower them with comprehensive resources for developing a treatment plan that aims to cure their cancer while instilling hope and autonomy.
• Brand Vision: To be the world’s leader in breast cancer coaching and advocacy for curative intent, creating a global movement where every Stage IV patient has access to the best treatment options, guidance, and hope.
• Brand Values:
  • Autonomy – Clients are the ultimate decision-makers in their treatment journey.
  • Self-Advocacy – Teaching women how to push for the best medical care and navigate healthcare systems effectively.
  • Hope – Instilling an “optimism on steroids” approach that curative treatment is possible for Stage IV cancer patients.

Phase 2: Audience Development & Differentiation

Through competitor analysis and psychographic research, we identified Sunshower Coaching’s ideal clients:

Women under 40 with a de novo Stage IV breast cancer diagnosis who:

• Have limited metastatic spread, making them strong candidates for curative intent treatment.
• Are seeking alternatives to traditional palliative care, but don’t know where to start.
• Need guidance in decision-making, treatment planning, and emotional resilience.

How Sunshower Coaching Stands Out:

• Unlike general cancer coaching services, Sunshower Coaching specializes in Stage IV breast cancer and offers early support during diagnosis (not just after treatment).
• Unlike standard palliative-focused cancer coaching, Sunshower Coaching advocates for curative intent and helps clients push for aggressive but individualized treatment plans.
• Unlike passive mentorship programs, Sunshower Coaching provides real-time, hands-on advocacy through 1:1 coaching and care plan creation.

This clarity helped establish a new standard in brand strategy for cancer coaches focused on curative intent.

Phase 3: Messaging & Storytelling

To create an emotional connection with potential clients, we developed a compelling brand narrative that positioned Sunshower Coaching as:

• The First Line of Defense – Helping newly diagnosed Stage IV patients take control of their treatment options immediately.
• A Guide for the Overwhelmed – Providing clarity, education, and emotional support when everything feels uncertain.
• A Bridge to Curative Intent – Connecting women with treatment options they may not have known existed.

Key Messaging Pillars:

• “Your cancer is individual to you—your treatment plan should be too.”
• “You are a statistic of ONE—take control of your diagnosis before it takes control of you.”
• “You are your best advocate—doctors and research should work for YOU.”

Phase 4: Business Model & Offer Structuring

To create a scalable business, we developed three structured coaching offers:

Complete Curative Coaching Support

• 12-month 1:1 mentorship via Voxer messaging & biweekly calls.
• Personalized Curative Intent Plan creation.
• Emotional and logistical support throughout treatment.
• $24,000 PIF or $2,400/month

Active Treatment Support

• 3-month program for those undergoing chemo, surgery, radiation, or hormone therapy.
• Emotional support, treatment tracking, and advocacy.
• $4,800 ($1,600/month)

Curative Intent Planning

• 1-month intensive to create a personalized treatment roadmap with research-backed options.
• 2 deep-dive coaching calls + email support.
• $2,500

By structuring the offers in tiers, clients could engage with Sunshower Coaching at different levels of commitment, ensuring accessibility while maintaining premium pricing.

Results: A Scalable Brand Strategy for Cancer Coaches with Real Impact

• Full Brand Transformation – Sunshower Coaching evolved from an undefined brand into a category-defining cancer coaching business.
• Clarity in Messaging & Positioning – The brand now speaks directly to women seeking curative treatment options.
• Scalable Business Model – A clear high-ticket offer structure ensures financial sustainability.
• Increased Confidence & Authority – Diana is now positioned as a leading advocate for Stage IV cancer coaching.
• Market Readiness – Sunshower Coaching is fully optimized for growth, outreach, and impact.

Looking to Build a Coaching Brand That Creates Impact?

If you’re seeking expert guidance in brand strategy for cancer coaches, mentors, or wellness leaders, we’re here to support your transformation.

Book a strategy call with Tristan Thibodeau, founder of Wild Woman Haus®, and start building your category-defining brand today.

Schedule Your Call Here

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