The possible mission of a brand
Posted: Thu Dec 05, 2024 5:04 am
Selling glasses or glass products is very vague, anyone can do it, so we needed to define the mission and pillars of “Debora Baker Atelier”, what it, as a brand, wants to convey to customers or people who admire its work.
Products such as wine and gin glasses are often used in get-togethers, especially among friends and family. So the question was: how will Debora's glasses add to these moments? In addition, the products are very handmade and exclusive, all hand-painted. After some conversations, we finally got to her mission, and what she wants to convey:
“Creating special moments between people, through art”
Having the mission, now we need to understand how to use it through the studio’s sales communication. To do this, we use the “Golden Circle”, which basically inverts the sales logic. I asked Debora what “Debora Baker Atelier” was, what it sold. She answered: it’s a studio that sells hand-painted crystal and glass products. Right? Yes, that’s right, but that’s not the best way to communicate when you want to sell something and awaken your mission.
Reversing the sales logic, we first use the “why” question, why does Debora Baker exist? Then, qatar phone number data we use the “how” question, how will she convey what she wants as a brand? And lastly, “what”, what does she sell.
We then define:
Why: to provide special moments of joy and love between friends and family.
How: with elegance, colors, fun, refinement and exclusivity.
What: Hand-painted crystal and glass cups and glasses.
Therefore, it is not just a painting studio, it is much more than that. It is a concept that focuses on people and moments of pleasure between them.
Is everyone my customer?
We have the reason for the brand to exist and the concept behind it. Now we define who and how we need to communicate with it. And that's where the "Buyer Persona" comes in, which is basically a stereotype of your customer, how you see them, what their characteristics are and how, as a brand, you should communicate to reach them in a more assertive way.
Based on current customers and those who consume the brand the most, we defined two buyer personas, one for B2B and one for B2C.
B2C – Luara, 35 years old, businesswoman in the home and high-end decoration sector. Married with 2 children. Influencer and well-connected in the environment in which she lives.
B2B – Medium-sized decoration store with a high average ticket. With a purchasing power of 600 glasses per month.
Having defined who the brand seeks to reach, we now need to understand the best way to communicate and convey the message that Débora Baker intends to convey, especially on social media.
We aim to define 3 key words that will characterize the way she will communicate: delicate, light and relaxed. And most importantly, what message these words want to convey or not.
What I don't want to convey:
Delicate, but not weak;
Light, but not superficial;
Relaxed, but not irresponsible.
How I communicate:
Delicate with essential details;
Take it in an easy to understand way;
Relaxed leaving close
The organization of a blogger
Organization and content planning are essential for a brand to grow on social media, standardizing photos and videos, scheduling when to post each piece of content, creating interactivity with followers to increase engagement, and so many other ways. With this in mind, we created a weekly calendar with the goal of bringing the client closer to the brand, with day-to-day content, showing the studio's experience.
The face of a brand
After defining everything behind the brand, I worked on the visual aspects, such as the logo, color palette, business card and post suggestions. The brand's visual identity is very important, and therefore it takes longer for the brand to approve all the details. For the final project, some suggestions were left and were not necessarily used by Debora Baker Atelier.
Color palette
I like to define the colors first, because it is the first visual impact when someone discovers the brand. Several brands, such as Coca-Cola and Nubank, are already recognized by the color alone.
I suggested tones similar to those the brand already used, but now with a defined pattern. They are light green tones that match each other and convey a message of delicacy, much of what the products are, such as crystal and glass goblets.
Products such as wine and gin glasses are often used in get-togethers, especially among friends and family. So the question was: how will Debora's glasses add to these moments? In addition, the products are very handmade and exclusive, all hand-painted. After some conversations, we finally got to her mission, and what she wants to convey:
“Creating special moments between people, through art”
Having the mission, now we need to understand how to use it through the studio’s sales communication. To do this, we use the “Golden Circle”, which basically inverts the sales logic. I asked Debora what “Debora Baker Atelier” was, what it sold. She answered: it’s a studio that sells hand-painted crystal and glass products. Right? Yes, that’s right, but that’s not the best way to communicate when you want to sell something and awaken your mission.
Reversing the sales logic, we first use the “why” question, why does Debora Baker exist? Then, qatar phone number data we use the “how” question, how will she convey what she wants as a brand? And lastly, “what”, what does she sell.
We then define:
Why: to provide special moments of joy and love between friends and family.
How: with elegance, colors, fun, refinement and exclusivity.
What: Hand-painted crystal and glass cups and glasses.
Therefore, it is not just a painting studio, it is much more than that. It is a concept that focuses on people and moments of pleasure between them.
Is everyone my customer?
We have the reason for the brand to exist and the concept behind it. Now we define who and how we need to communicate with it. And that's where the "Buyer Persona" comes in, which is basically a stereotype of your customer, how you see them, what their characteristics are and how, as a brand, you should communicate to reach them in a more assertive way.
Based on current customers and those who consume the brand the most, we defined two buyer personas, one for B2B and one for B2C.
B2C – Luara, 35 years old, businesswoman in the home and high-end decoration sector. Married with 2 children. Influencer and well-connected in the environment in which she lives.
B2B – Medium-sized decoration store with a high average ticket. With a purchasing power of 600 glasses per month.
Having defined who the brand seeks to reach, we now need to understand the best way to communicate and convey the message that Débora Baker intends to convey, especially on social media.
We aim to define 3 key words that will characterize the way she will communicate: delicate, light and relaxed. And most importantly, what message these words want to convey or not.
What I don't want to convey:
Delicate, but not weak;
Light, but not superficial;
Relaxed, but not irresponsible.
How I communicate:
Delicate with essential details;
Take it in an easy to understand way;
Relaxed leaving close
The organization of a blogger
Organization and content planning are essential for a brand to grow on social media, standardizing photos and videos, scheduling when to post each piece of content, creating interactivity with followers to increase engagement, and so many other ways. With this in mind, we created a weekly calendar with the goal of bringing the client closer to the brand, with day-to-day content, showing the studio's experience.
The face of a brand
After defining everything behind the brand, I worked on the visual aspects, such as the logo, color palette, business card and post suggestions. The brand's visual identity is very important, and therefore it takes longer for the brand to approve all the details. For the final project, some suggestions were left and were not necessarily used by Debora Baker Atelier.
Color palette
I like to define the colors first, because it is the first visual impact when someone discovers the brand. Several brands, such as Coca-Cola and Nubank, are already recognized by the color alone.
I suggested tones similar to those the brand already used, but now with a defined pattern. They are light green tones that match each other and convey a message of delicacy, much of what the products are, such as crystal and glass goblets.