BRAND STRATEGY WORK
Branding
Branding
Body Positive Works
As a brand strategist I’ve worked on many branding projects over the years.
- Product branding projects have included the Famous Grouse and Johnnie Walker, and I’ve led the digital branding for my own brand –YogaClicks.com.
- Most recently, I’ve worked on corporate branding across the pond, for what was once known as Body Image Boutique.
- Fearing that the name made this fab body positive studio sound like a cosmetic surgery boutique, I immediately suggested a name change to something inclusive, warm and friendly. My solution was Body Positive Works – BoPoWorks for short.
- There followed a full brand strategy analysis incl. target definition & brand purpose, a copy strategy incl. tone of voice, and a social media strategy.
Result
“We love our new name and the response from our community has been amazing.”
Jen Kraft, BoPoWorks
Brand Purpose
Brand Purpose
Dettol
As a brand strategist my work almost always includes brand purpose. Why brands do what they do is as important as what they do and how they do it. Whether I am working on cat food or a yoga studio I always ask this question – making sure we have the answers we need to create customer trust and engagement.
- Inspired by brands like Patagonia, Disney, Dove and Apple, every brand must ask itself this question, and provide some solid answers to earn customer trust.
- Lily’s Kitchen was created because Henrietta, had a sick dog (called Lily) that recovered when she fed her proper, natural food. I had the job of extending that purpose to work for cats, which turned out to be a purrfect (sorry) fit.
- Creating Dettol’s brand purpose was a career high for me. Following a brand purpose workshop, in which we realised that the opportunity lay in taking Dettol from preventing the spread of germs to the spreading of health, we were able to reposition Dettol as a brand on a mission for health.
Result
The Dettol “Mission for Health” positioning has inspired a host of very successful new product ideas which have added significant value to the bottom line.
Brand Positioning
Brand Positioning
LILY’S KITCHEN: CAT UTOPIA
I've worked on dozens of brand positioning projects as a brand strategist.
- I’ve created a brand positioning map for Lily’s Kitchen, a brand positioning statement for the Royal Navy, and brand positioning strategies for E4 and McDonald’s (fuelled by many a bag of fries).
- I also created the brand positioning strategy for YogaClicks – a challenging job in a crowded market.
- One that was really fun was the map of the cleaning products market I did for Cillit Bang. It showed Bang occupying some unique territory – powerful and strong – for warrior women, in opposition to “Nambypamby” Flash lemon and beautiful but ineffectual Method.
Result
The Cillit Bang “bring it on” positioning inspired a host of new product ideas and packaging which added significant value to the bottom line.
Customer Insight
Customer Insight
NUTRICRAFT
As an experienced brand strategist I understand the importance of customer insight and I use a myriad of customer insight tools (segmentation, ethnography, semiotics etc.) to deepen understanding and engagement.
- Johnnie Walker Red customers were identified as tough guys who’d maybe smoke a Marlboro Red alongside their whisky, leading to ad campaigns rooted in adventure and exploration.
- Sitting with Sainsbury’s customers to observe the ritual of the Sunday Lunch led to an insight around the handing down of secret recipes, shortcuts and flavoursomehacks as family heirlooms, and then to the sharing of these customer “secrets” instore and online.
- One to one interviews with Lexus Customer Service representatives showed me just how much of a competitive advantage their customer care was (I now drive a Lexus!)
- Interviews with NutriCraft customers, uncovering an inspiring band of makers creating businesses of their own, on their own terms
- A qualitative investigation into customer motivation for Juice Research and Mecca Bingo resulted in a customer segmentation that enabled the business to find and focus on its most valuable customers.
Result
“Lucy always delivers findings which add genuine value against ridiculous deadlines!”
David Green, Founder, Juice Research