Unifying a wellness brand’s strategy with our Signature Branding Process
Unifying a wellness brand’s strategy with our Signature Branding Process
Client
Live Conscious
Project Type
Voice of Customer Research
Brand Sprint
Brand Story
Content Strategy
Our Role
Facilitators
Copywriters
Design Strategists
Year / Location
2020 / Los Angeles,
California
Client
Live Conscious
Project Type
Voice of Customer Research
Brand Sprint
Brand Story
Content Strategy
Our Role
Facilitators
Copywriters
Design Strategists
Year / Location
2020 / Los Angeles,
California
The Brief
The minds behind Live Conscious make natural, consciously-formulated supplements with clinically proven ingredients easy to incorporate into your daily health routine.
Live Conscious had already experienced great success, but it needed to reach its full potential as an industry leader and embrace the larger purpose behind its mission: living conscious lives in an increasingly conscious world.
It was time to shake things up. We worked on creating a brand strategy that helped the entire team come together to build the bright future they envisioned.
This is the story of how we got there.
The minds behind Live Conscious make natural, consciously-formulated supplements with clinically proven ingredients easy to incorporate into your daily health routine.
Live Conscious had already experienced great success, but it needed to reach its full potential as an industry leader and embrace the larger purpose behind its mission: living conscious lives in an increasingly conscious world.
It was time to shake things up. We worked on creating a brand strategy that helped the entire team come together to build the bright future they envisioned.
This is the story of how we got there.
The Challenge
Building a long-term brand strategy
Building a long-term brand strategy
Maintaining an established brand like Live Conscious requires an aligned multidisciplinary team, all working towards the ultimate goal: customer satisfaction.
But how do you know what draws customers to your brand, and coordinate the entire team to focus on these elements as a long-term strategy so you can grow into something even bigger than it already is?
To strengthen their long-term strategy for brand growth, we needed to build it from the ground up by communicating their value proposition to the world in a way that matched the quality of their products.
Maintaining an established brand like Live Conscious requires an aligned multidisciplinary team, all working towards the ultimate goal: customer satisfaction.
But how do you know what draws customers to your brand, and coordinate the entire team to focus on these elements as a long-term strategy so you can grow into something even bigger than it already is?
To strengthen their long-term strategy for brand growth, we needed to build it from the ground up by communicating their value proposition to the world in a way that matched the quality of their products.
The Solution
Setting the brand's direction with a strategic Branding Process
Setting the brand's direction with a strategic Branding Process
We proposed our signature multi-step branding process: a series of strategic phases designed to dive deep into the essential elements of a brand to understand it at its most fundamental level. This level of immersion into the brand is very important for us and one of the pillars of our approach.
With this knowledge, we had what we needed to determine the next steps forward.
Let’s explore the process.
We proposed our signature multi-step branding process: a series of strategic phases designed to dive deep into the essential elements of a brand to understand it at its most fundamental level. This level of immersion into the brand is very important for us and one of the pillars of our approach.
With this knowledge, we had what we needed to determine the next steps forward.
Let’s explore the process.
Voice of Customer research:
Hacking into your customer's words
Voice of Customer research:
Hacking into your customer's words
Starting with a Voice of Customer Research was key to our strategy. This process implies a comprehensive word mining on the web and detailed customer interviews to capture the words, hesitations, and expressions happy customers use when referring to the brand.
Starting with a Voice of Customer Research was key to our strategy. This process implies a comprehensive word mining on the web and detailed customer interviews to capture the words, hesitations, and expressions happy customers use when referring to the brand.
The Voice of Customer Research implies an in-depth word mining on the web and interviews with real customers.
We had two goals: understanding customer needs and expectations and defining a baseline for where their brand is heading.
With the knowledge from the Voice of Customer Research, we had solid data to make customer-centric decisions about their future messaging strategies. Essentially, we learned how to communicate with Live Conscious’ base in a way that resonates with them the most.
We had two goals: understanding customer needs and expectations and defining a baseline for where their brand is heading.
With the knowledge from the Voice of Customer Research, we had solid data to make customer-centric decisions about their future messaging strategies. Essentially, we learned how to communicate with Live Conscious’ base in a way that resonates with them the most.
Brand Sprint
The Brand Sprint was focused on exploring the values and priorities in a way that aligns the entire team. By gathering inputs from the entire team, everyone was able to hear and understand each other's ideas on where the brand should be heading towards.
The benefits of this workshop include:
The Brand Sprint was focused on exploring the values and priorities in a way that aligns the entire team. By gathering inputs from the entire team, everyone was able to hear and understand each other's ideas on where the brand should be heading towards.
The benefits of this workshop include:
Co-creation and horizontal integration of key branding elements
Co-creation and horizontal integration of key branding elements
Get everyone on the same page and plan the next steps for the brand
Get everyone on the same page and plan the next steps for the brand
Placing the brand in the context of their industry to get a picture of their relevance, differentiator, and competitive advantage
Placing the brand in the context of their industry to get a picture of their relevance, differentiator, and competitive advantage
With this dynamic, the brand now has a clear personality and future vision, which strengthen its values and provides a more transparent idea for its target audience.
With this dynamic, the brand now has a clear personality and future vision, which strengthen its values and provides a more transparent idea for its target audience.
Get a glimpse of the Brand Sprint Workshop board. Here's where all the magic takes place.
Brand Story
Once we defined the key strategic elements of the brand, we were ready to focus on creating a narrative. That narrative was crafted in the Brand Story Workshop: a simple and tested framework that puts the customer as the hero.
Who's the ideal Live Conscious user? What do they struggle with? How do we want them to feel? How can we help them? Working on different questions, we get to define the story we want to tell customers by identifying a hero, their desires and problems, and positioning the brand as the hero's guide.
With the guidance of our facilitators, the Live Conscious team defined how to position their products to get their audience to listen and respond.
Once we defined the key strategic elements of the brand, we were ready to focus on creating a narrative. That narrative was crafted in the Brand Story Workshop: a simple and tested framework that puts the customer as the hero.
Who's the ideal Live Conscious user? What do they struggle with? How do we want them to feel? How can we help them? Working on different questions, we get to define the story we want to tell customers by identifying a hero, their desires and problems, and positioning the brand as the hero's guide.
With the guidance of our facilitators, the Live Conscious team defined how to position their products to get their audience to listen and respond.
A character
with a problem
meets a guide
who gives them
a plan
that calls them
to action
that results in:
Failure
Success
A Brand Strategy Guide that puts the puzzle together
A Brand Strategy Guide that puts the puzzle together
Based on the insights gathered by the Voice of Customer Research and the Brand Workshop, we created a Brand Strategy Guide. This guide synthesizes the insights gathered during the process. By following the Guide, Live Conscious will be able to make decisions that stay true to its latest evolution as a brand.
In the Brand Strategic guide, we determined:
Based on the insights gathered by the Voice of Customer Research and the Brand Workshop, we created a Brand Strategy Guide. This guide synthesizes the insights gathered during the process. By following the Guide, Live Conscious will be able to make decisions that stay true to its latest evolution as a brand.
In the Brand Strategic guide, we determined:
Who the ideal Live Conscious customer is and how to appeal to them
Who the ideal Live Conscious customer is and how to appeal to them
Detailed analysis of Live Conscious’ values and philosophy
Detailed analysis of Live Conscious’ values and philosophy
The importance of inclusive language for the brand
The importance of inclusive language for the brand
As new opportunities arise, whether it’s creating new packaging, long-form content, or growing a supporter customer base, the team can refer back here for guidance on how best to represent Live Conscious in those situations, always with the aim of delivering top-quality services and products.
As new opportunities arise, whether it’s creating new packaging, long-form content, or growing a supporter customer base, the team can refer back here for guidance on how best to represent Live Conscious in those situations, always with the aim of delivering top-quality services and products.
A sneak peek at the Brand Strategy Guide delivered to Live Conscious through Notion.
The workshops were fantastic. The facilitators were skilled; they let our team hash things out but came in at the right times to rephrase and to analyze what they heard. The team was great at helping get everyone on the same page, which was our most significant gain.
Valentina Vicent
Design Director, Scale Media
The Results
Tangible deliverables: What Live Conscious takes home
The Results
Tangible deliverables: What Live Conscious takes home
We are very grateful for the trust Live Conscious placed in us during this process.
Working together, we were able to develop a strategy that will help them build upon their existing strengths and thrive in today's competitive landscape as they enter new markets and expand their product line.
At the end of this process, Live Conscious received:
We are very grateful for the trust Live Conscious placed in us during this process.
Working together, we were able to develop a strategy that will help them build upon their existing strengths and thrive in today's competitive landscape as they enter new markets and expand their product line.
At the end of this process, Live Conscious received:
Voice of Customer Research Analysis: in-depth data about how customers integrate Live Conscious’ products into their lives and the language they use to describe their experience
Voice of Customer Research Analysis: in-depth data about how customers integrate Live Conscious’ products into their lives and the language they use to describe their experience
Brand Strategy Guide: A comprehensive guide with ready-to-use copy that defines the Live Conscious brand strategy and centralizes it in one place
Brand Strategy Guide: A comprehensive guide with ready-to-use copy that defines the Live Conscious brand strategy and centralizes it in one place
Live Conscious Opportunities: Our audit and review of the entire experience with clear recommendations and potential next steps
Live Conscious Opportunities: Our audit and review of the entire experience with clear recommendations and potential next steps
Working with Live Conscious was an amazing experience that enriched both of our teams and has secured a bright future for a brand that doesn’t just want to double down on what works, but actually grow and develop new avenues to inspire its customers to become the best version of themselves.
That is a goal that we are proud to have been able to contribute to.
Working with Live Conscious was an amazing experience that enriched both of our teams and has secured a bright future for a brand that doesn’t just want to double down on what works, but actually grow and develop new avenues to inspire its customers to become the best version of themselves.
That is a goal that we are proud to have been able to contribute to.
