How WMD tripled online sales for a family-owned cookie brand
Table of Contents
Research the current situation
Diligent research can bring to bear insights the client was lacking. This step is usually called “Discovery” because it involves learning what has been done before and why it has (or hasn’t) succeeded.
Cooper Street came to us with a logo and a website. They were selling on major wholesalers such as Costco and Sam’s Club. The ingredients in their cookies are all-natural and locally sourced. They were able to attract retail customers but their online presence was lacking.
Visualize the ideal brand
This involves synthesizing all the ideas and research, and coming up with a key insight about how the brand can transcend its specific product category or customer needs to stand for something greater. This is often called the “innovation” phase.
As we discovered the Cooper Street brand, we identified different areas we could improve to alleviate the brand. We envisioned the brand to be more appealing by emphasizing its health benefits to their customers and bringing out the joy of having these delicious Cooper Street cookies through the rebranding process.
Combine strategy and creativity
A successful brand must bring together the people, business processes, technology, marketing and all other areas that might contribute to the outcome. Strategy alone won’t succeed. It must be accompanied by a creative identity that engages the senses appropriately, and advertising to arouse demand for the brand.
Identify and measure brand metrics
Brand measurement is the process of identifying brand metrics for a brand, creating a methodology for taking measurements and then adjusting marketing strategies over time using the insights gathered. They can also be used to put a number on brand equity, helping to prove the value of your brand to internal and external stakeholders.
Positioning
Positioning is a concept defines in the mind of a customer what a brand stands for and how it compares to competing brands. It characterize the brand’s offering is unique, how it provides a distinct benefit to customers.
Cooper Street’s customers love their products not only for their flavors but also the health benefits of their products. While analyzing their competitors, there aren’t many in the market that satisfy the consumers’ taste buds and their well-being. This is what sets Cooper Street apart from their competitors.
Design
Design refers to all aspects of how a brand is crafted, not just the visual aspect. When companies talk of rebranding, they often mean a redesign. A true rebranding cuts to the core concept.
Starting off with creating brand guidelines for Cooper Street that included brand assets. Brand assets are recognizable elements that embody a brand’s identity. They highlight Cooper Street values, strengths, and offerings. From logos and typography to UI/UX, brand assets help the brand stand out from competitors.
Storytelling
Every brand needs to tell a story. People love a great story, and the best storytellers have an uncanny ability to forge a personal, emotional bond with their audience.
Cooper Street is a family and woman-owned business with a generations-old family cookie recipe. A narrative to connect with their customers, with a focus on linking what they stand for to the values they share with their customers
Advertising and Marketing
Marketing is the systematic planning, implementation, and control of a mix of activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products or services. Advertising is that part of marketing that involves directly getting the word out about your business, product, or service to those you want to reach most.
We think from the outside-in about what Cooper Street offers, convey its value in customer-centric ways, and persist through barriers that can only be addressed through deep customer knowledge and insight.
Design, Test, Redesign, Retest
Branding is not a one-day effort or a short-term investment. Measuring and monitoring the behavior with tested tools to collect data and create demand driven growth. In other words, branding isn’t simply something you can develop, complete, and then ignore—it’s a never-ending process.
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