Brand Strategy Successes

Branding




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.store.
  • 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

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

Brand Positioning
Bang and the dirt is gone




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 CillitBang. 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



This Cillit Bang “bring it on” positioning inspired a host of new product ideas and packaging which have added significant value to the bottom line.





Brand Strategy Training Courses




Brand Strategy Training Courses

Brand Strategy Training Courses
Hall & Partners, Happen &
Above & Beyond




As an experienced brand strategist I have run brand strategy training courses for lots of organisations - from research companies to ad agencies and innovations agencies.

  • My approach is to show people that they are strategists in real life - that choosing which restaurant to go to, or where to go on holiday, requires a strategy.
  • This way of thinking is then applied to case studies and real life brand issues and everyone finds out that – hey presto - they are a natural born brand strategist.

Result



Brand strategy training courses increase staff confidence in their ability to solve strategic issues, and create better brand strategies!





Customer Insight




Customer Insight

Customer Insight
Sainsbury's roast dinners




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!)
  • Quarterly interviews with E4 viewers kept the brand on point “for when social media sucks and it’s raining outside".
  • 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




Copywriting Successes

Copywriting research ​concepts




Copywriting research ​concepts

Catopia
Lily's Kitchen




As both a brand strategist and copywriter I develop product and brand concepts for research that are strategically and creatively on point.

  • Working as a freelance copywriter I have created lots of research concepts over the years - from product concepts for Premier Foods and Kallo, to brand concepts for Lily’s Kitchen and Dulux.
  • I can work with your team to develop the concepts strategically, or you can send me your workshop outputs and I can turn them into on point concepts for you. ​

Result



Engaging product concepts that fly in research and in the real world.





Website Copywriter​




Website Copywriter​

"Made by Yogis"
YogaClicks




I have extensive experience as a website copywriter. It all started with YogaClicks – the site I founded​.

  • In that role I have taken on every element of digital copywriting – from SEO copywriting all the webpages to email copywriting for our newsletters.
  • As a full stack web copywriter I have also been copywriting our Google search ads and Facebook ads and have written all our blog posts – over 250 of them – each one using key phrases that I identified through SEO research.

Result



Relevant, well written web pages create engaged customers, drive brand preference and business growth.





SEO Copywriting




SEO Copywriting


I am very proud of my 2018 SEO copywriting qualification, which I earned from the prestigious SEO Content Institute founded by Heather Lloyd Martin, the pioneer of SEO writing.

  • I love SEO copywriting – it marries everything I love about being a brand strategist (objectives, targets, brand positioning) with the creativity of copywriting.
  • I cut my teeth in SEO web copywriting on my own website – YogaClicks.store, increasing our organic traffic by 15% in the first month.
  • A full SEO review includes:
    • Competitive analysis​
    • Customer analysis​
    • Per page key phrase strategy and a content plan
    • SEO web copywriting
    • Keyphrase editing, titles and meta descriptions
    • Identification of other content opportunities

Result



SEO copywriting creates deeper connections with customers, based on answering their real needs and motivations.





Tone of voice




Tone of voice​

Tone of voice
Body Positive Works




I use my expertise as a brand strategist and copywriter to create a tone of voice that is both strategically and creatively on point – that has style and spark and gets your brand noticed for all the right reasons.

  • As a freelance copywriter I’ve created tone of voice guidelines for a wide range of brands – from Grayling PR to my own brand, YogaClicks.
  • I worked with what I named Body Positive Works (previously the Body Image Boutique) to create a unique brand tone of voice that summed up the kick ass founders – Jen and Mel.
  • From this start I created tone of voice guidelines with example social media posts and web copy.

Result



Body Positive Works is now a compelling lighthouse brand that the existing community loves and that draws like-minded customers to it.





Content Marketing




Content Marketing​

Yoga Yoga Yoga
YogaClicks




An effective content marketing strategy defines the editorial content for a website and how that content will connect with it’s target customer to drive profit for the brand.

  • One of the joys of SEO content writing is that it teaches you how to research the customer base and find subjects that engage​.
  • As a result YogaClicks has a tremendous amount of content to draw in our target – the mindful shopper. As a website content writer I create valuable, relevant content that drives customers to our website; from blog posts on ethical shopping to how to choose the best yoga mats.

Result



Content marketing creates engaged customers primed to buy.




BOOK AUTHOR SUCCESSES

YOGA SCHOOL DROPOUT




YOGA SCHOOL DROPOUT



Yoga School Dropout is my first yoga book; a yoga memoir describing my personal quest for spiritual riches in the ashrams of India. A divine comedy on the Western obsession with life’s deeper meaning, a yogic experiment and, ultimately, a love letter to India.

After over a decade spent working and drinking too much in the world of advertising, I decided to leave town for an altogether more spiritual and, well, meaningful way of life – and whilst I was at it, I could maybe acquire a newly lithe and supple body.

Would I come home looking like Christy Turlington and pick up some male followers and serenity on the way? Or did something much funnier, more interesting and complicated happen? Did I fall in love – with a place and its people?

Yoga School Dropout has received critical acclaim as one of the best yoga books on India, and as a pioneer of yoga memoir.

  • “A hilarious search for a meaningful life turns into a joyous discovery of India.” The Times, Books of the Year
  • “Lucy Edge, a former London ad exec, goes in search of spiritual riches (and the perfect headstand) in India. Neither boringly cynical nor stupidly gullible, she’s open minded, warm and funny; even – though she’d be the last person to claim this – rather wise.” The Independent on Sunday, Books of the Year
  • “I have no interest whatsoever in yoga but nonetheless found this to be an entertaining and witty read. Lucy conjures up an evocative picture of travelling yoga enthusiasts residing in India, living and breathing their passion (along with other related pursuits) with humour and pertinent observation. Much better than Eat Pray Love. Highly recommend!” Lorna Spears

Published by Ebury, a Random House imprint





THE HANDBAG AND WELLIES YOGA CLUB




THE HANDBAG AND WELLIES YOGA CLUB

THE HANDBAG AND
WELLIES YOGA CLUB




The Handbag and Wellies Yoga Club is my second yoga book; this yoga memoir describes my search for friendship and fertility in the lotus position.

I had met the love of my life and was planning to trade my London flat for a Norfolk farmhouse, get married, and try for a baby. But country life wasn’t quite what I imagined. Sure, there’s time to stop and chat, but where would I find the people to stop and chat to? I had almost given up when, one day, I stumbled across a local yoga club. There – in a small room above Knit and Knatter – I found the laughter, friendship and wisdom to carry me as I struggled to win the egg and womb race.

  • “From an epiphany doing a headstand to enlightenment after a glass or two of Pinot Grigio, this book draws you in as you share in the ups and downs of Lucy’s life. She proves that no matter what intentions we set and how many chants we sing or pretzel-like poses we master, the outcomes of our lives are often not in our control.” Orla
  • I was gripped and moved. Lucy Edge, the author, shows insight and takes one with her on a fascinating journey. So moving, with a bunch of intriguing characters. She writes beautifully and with a natural flow…very very human and pertinent.” Chris Roden
  • “It made me laugh, made me feel sad, but ultimately left me feeling uplifted – I was glad to be reminded of the healing power of yoga, friendship and love.” S. Sherriff

Published by Ebury, a Random House imprint





DOWN DOG BILLIONAIRE




DOWN DOG BILLIONAIRE



My other yoga books were both yoga memoirs - this is my first yoga novel. 

Stuck in Slough Meg’s going nowhere fast. Boxed in and stitched up, she jumps at the chance to work at Shine – the last word in super-luxe yoga, complete with cellulite-banishing yoga pants and high-tech yoga mats.

She loves putting her brand smarts into action, and her office view of the Gherkin, but when Shine threatens to shut down a small but beloved neighbourhood yoga studio, Meg’s forced to make a choice.

Is she a buff-bodied, fast-track corporate girl, circling the globe, dating the glamorous Max, or does her heart lie closer to home – with the granola guy up the road and her own soul-fired business.

Down Dog Billionaire is a heart-warming comedy of errors for any woman balancing bitchy colleagues, crazy friendships and men being men, with the never-ending temptation of chocolate.

  • “This first novel does not disappoint and in fact is written with a confidence normally found in more seasoned authors. I especially like the characterisations which were believable but with a comedic twist. I’m only sorry that I read it in a day.” Alan Dolan, The Breath Guru
  • “Down Dog is a well written and refreshing take on the colourful word that is yoga, supported by dynamic characters who are full of life—an absolute delight! I have already recommended it to many of my friends. A fab read for anyone who regularly strives for a lifestyle that satisfies both their head AND their heart.” Leah Giorno
  • “This is a witty, very astute and richly imagined portrait of the ‘underbelly’ of the yoga world – one in which yoga’s traditional roots and ethics are overlaid by values that are predominately materialistic, superficial and obsessed with appearances. I really enjoyed the whole host of characters – from Meg’s über-bitchy colleagues at Shine (the novel has echoes of The Devil Wears Prada) to Nate, the hunky but understated local teacher whose studio is threatened by Shine’s arrival – and the dynamics between all them.” Amanya