Case Study: Be That Girl - Emily Judice

Emily Judice Coaching for High-Achieving Moms Who Want to Be Her

A IS FOR ANGLE

Emily came to me with a gut feeling that her brand had outgrown its Instagram handle, Emily Eats and Chats. She was stepping into something bigger—more than a health coach. More than a Faster Way affiliate. More than a “relatable mom friend” on IG.

She needed a name that captured the multi-dimensional ambition of the women she served:

• Career-driven

• Deep in motherhood

• Overachievers, over-functioners, and often… over it
  

Her people weren’t desperate. They were motivated. They were already doing all the things—just without a clear system, a support structure, or a way to make it all sustainable.

As Emily said:

“I want to work with the woman who believes it’s possible— I want to help you help yourself.”

She wanted her brand to say: Yes, you can be that mom. Yes, you can build that business. Yes, you can feel that good in your body. And no, you don’t have to choose just one.

B IS FOR BRAND PERSONALITY

Emily is that girl.

The kind who shows up with lipstick and receipts.

“I do not do anything on my own. Delegating is my superpower.”

She’s warm, grounded, confident. But also—aspirational as hell. People don’t just trust her…they want to be her. So we leaned all the way in.

C IS FOR CRITERIA

Emily needed a name that could:

• Serve as the umbrella for her entire brand: coaching, content, mindset work, and more

• Capture her clients’ ambition without turning them off with hustle-bro language

• Balance warmth and authority, so her audience feels called up, not called out

• Scale across platforms—IG bio, podcast, book, community, offers

It had to be:

• Feminine without being frilly

• Memorable without needing explanation

• Big enough to become a movement

THE NAME: BE THAT GIRL

After throwing around dozens of ideas—from “Capital Health” to “Picture of Wealth”—we landed on the one that made both of us pause: That Girl Status

Because status is earned. Because high-achievers care about recognition. Because“that girl” already means something in culture: The woman with the plan, the presence, and the protein-packed smoothie in hand.

Emily loved the vibe—but tweaked the wording to be more accessible for her audience.

She added a single word: Be. To make it about becoming. To remind her clients: You already are. You just have to claim it.

“Maybe it’s like… ‘helping ambitious women achieve that girl status.’Because it’s an achievement.”

THE STRATEGY BEHIND THE NAME

Why it works:

• It’s layered, yet clear. "That girl" is instantly recognizable, while "status" gives it weight.

• It invites interpretation. Her clients get to decide what that girl means to them.

• It scales. From IG handle to LLC to podcast, this name grows with her.

We mapped out messaging angles, a gallery wall-inspired visual direction (think: gold stars, habit trackers, “Best Mom” mugs), and a tagline that says it all: Helping high-achieving moms be, do, and have it all.

We even came up with a content prompt:

“She’s that girl because...”A social series, a podcast hook, a brand-defining conversation starter.

THE OUTCOME

Since naming her brand Be That Girl, Emily has:

✅ Unified all her offers under a single, powerful identity ✅ Launched new content and rebranded her social presence ✅ Translated the name into a full visual direction for an upcoming photoshoot ✅ Become a best-selling author

She said it best:

“I want people to see me and say, "She’s doing the mom thing. She’s killing it in business. She has it together. She’s working out. Eating healthy. She’s that girl.”

Now, her brand says it for her.