This case study follows Karen’s inspiring journey from job loss to launching a thriving physiotherapy business, FreeForm Physio, with the strategic support of Cordeeple. After losing her job during the COVID-19 pandemic, Karen turned adversity into opportunity by starting her own business. But building a brand from scratch isn’t easy—it requires intentional strategy, emotional resonance, and a clear brand identity. With Cordeeple’s expert guidance in branding and marketing, Karen not only overcame initial obstacles but also built a sustainable business that continues to grow today.
Karen’s story showcases how Cordeeple’s tailored approach to brand development, storytelling, and market positioning empowers entrepreneurs to turn setbacks into success.
Karen, a physiotherapist from Vancouver, faced the daunting reality of unemployment due to the pandemic. Rather than letting fear take over, she decided to pursue her dream of starting her own physiotherapy business. But without experience in branding or marketing, she knew she needed expert guidance.
That’s where Cordeeple stepped in. Cordeeple specializes in helping businesses build brands to last by focusing on authenticity, emotional connection, and strategic growth. Through their unique method—a blend of humanized branding and intentional strategy—Cordeeple guided Karen through every step of building her brand identity and reaching her target audience.
Like many new business owners, Karen faced limited financial resources. Cordeeple’s solution was to create a lean, strategic plan that prioritized high-impact activities:
“Every small step counts. Let’s make sure your resources are working hard for you.” – Cordeeple
In a saturated market, standing out is key. Cordeeple focused on crafting a brand identity that reflected Karen’s personality and unique value proposition:
“Your story is your superpower. Let’s craft a message that reflects who you are and why you matter.” – Cordeeple
With Cordeeple’s expert guidance, Karen’s business began to gain momentum. Within her first year, Karen transitioned from working one day a week to owning her own physiotherapy studio in Squamish.
Karen’s success wasn’t accidental—it was the result of Cordeeple’s intentional, humanized approach to branding and marketing. By helping Karen define her story and build meaningful connections, Cordeeple ensured that FreeForm Physio wasn’t just another business—it became a trusted community fixture.
Karen’s journey from job loss to thriving business exemplifies Cordeeple’s core philosophy: building brands to last by prioritizing authenticity, connection, and strategic clarity.
Starting a business can feel overwhelming—but you don’t have to do it alone. Cordeeple’s expertise in branding, strategic marketing, and emotional connection empowers entrepreneurs to navigate challenges and create businesses that endure.
“Going out on your own can be scary—but with Cordeeple by your side, you’ll have the strategy, support, and confidence to succeed.”
Karen’s story proves that with the right guidance, a clear brand identity, and intentional marketing, even the biggest setbacks can become opportunities for growth.
Whether you’re launching a new business or rebranding an existing one, Cordeeple’s expert team is here to guide you every step of the way. Let's craft a story that sets you apart and resonates with your audience.
Contact us TodayGoing out on your own and starting a new business can be overwhelming and pretty scary…unless you have a person like Billy James by your side. Billy offers fantastic advice and how-to guides when it comes to developing your brand – mission, vision, values, colours, fonts, logos, you name it! Without his help, moving from the idea stage into website design would have been very difficult for me. What I love most about working with Billy is how patient, supportive and encouraging he was during the whole process.
Billy will truly listen to you, and turn the ideas you have scribbled on paper into a reality. No question is ever too silly or dumb to ask. He will also always check in with you to make sure you are happy and that your brand is exactly how you imagined. To all of the entrepreneurs out there hesitant to get started – give Cordeeple and Billy James a shout, you won’t be disappointed!
Karen
Free Form Physio
