BRAND STARTER KIT EXAMPLE. Case Study: unglue

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1 BRAND STARTER KIT EXAMPLE Case Study: unglue

2 So What s a Starter Kit? The StoryCraft Brand Starter Kit is a complete package that lets you launch (or relaunch) your company with a clear understanding of who you re trying to reach and how to speak to them in the most authentic, convincing way. In 30 days or less, we ll help you crystalize your brand story, your unique selling proposition, and key competitive advantages. And we ll write (or rewrite) your web copy to communicate exactly those messages that will attract your ideal customers and get you some serious traction.

3 Looking at unglue We ll dive into the features of the StoryCraft Brand Starter Kit by focusing on a recent client. unglue provides technology solutions for parents to help manage their children s screen time. The product was great, but unglue needed to develop a brand identity as unique as their team and story. They weren t marketers, but they needed a voice that would resonate with their audience and a refined pitch they could take to investors.

4 PHASE 1 Know Your Audience

5 More Than Mom unglue knew they wanted to reach moms. But what do these mothers care about? What keeps them up at night? What motivates them rationally and emotionally?

6 Example: unglue Audience Personas Until you know your audience as people, you will never connect with them on a human level. Based on interviews, market research and collaboration, we created several detailed audience profiles. These personas helped unglue see their audience as human beings with their own complexities, motivations and challenges. These stories not only informed unglue branding, but product development as well. 6

7 PHASE 2 Brand Positioning

8 What Makes You Different and Better? Value is Never a Given Key value proposition. Market positioning. Unique selling proposition. It s easy to groan at these overused marketing phrases, but ultimately they re all based on the same, valid question: Why anyone should give a hoot about your business? 99% of companies aren t reinventing the wheel. They are taking a concept that exists in some form, and adding their own twist or angle. You already believe in your approach, your team, your service, your design, your something. But it takes hard work and lot of simplification to create a clear, crisp set of value propositions that make immediate sense to customers, to your team or even to investors. If it were easy, every business would stand out.

9 The Story We live in a world overflowing with digital content, advertisements and multiple devices. In this age of persistent distraction, marketing has been forced to transform. The only thing that still compels people to listen and connect, is the same thing that drew them around the fire thousands of years ago: Great stories. You might have the best product in the world, but unless you tell a powerful story that burns in people s minds like an ember, you will fade out in the noise. Luckily, storytelling is kind of our thing.

10 PHASE 3 Hone the Pitch

11 In a Nutshell An Obsession With Simplicity A good pitch isn t about listing features and offerings, it s about capturing a potent, rich snapshot of why you exist leaving the greatest impact in the fewest possible words. The Elevator Pitch: Perhaps the hardest to nail, this should not exceed a couple sentences. You must frame the problem you solve, and why it matters. The elevator pitch should hit people emotionally. It should spark questions. The Subway Pitch: Just like a subway ride, this affords you a bit more time to actually name your product or service (along with the product it solves and why it matters).

12 The Original unglue Pitch UnGlue provides a simple way for parents to set screen time limits for their children across all devices, while giving kids the power to track and manage their own time.

13 The New Elevator Pitch UnGlue is an elegant, simple solution to two of the biggest challenges every modern family faces: a parent s desire to control their kid s screen time, and a child s desire for freedom.

14 PHASE 4 Find Your Voice

15 Personality In order to resonate with real human beings, your brand voice needs to feel authentic: consistent with your company and relatable to your audience. We helped unglue shape their brand personality, and broke down its nuances with a collection of simple, visual guides.

16 Brand Voice & Tone Yes, Those Concepts You Learned in English Lit Still Matter Wait, what is the difference between voice and tone again? Developing a brand voice for a fledgling business may sound like a waste of time, but in fact it s one of the most crucial elements to nail in your early days. In order to maintain people s limited attention, your voice must feel authentic and your tone needs to resonate in context. Your voice embodies your style, values and identity. Along with design, is the most important reflection of your brand personality. Tone is more malleable and context-specific than voice; just like a person, your brand s tone can adapt depending on your message, topic and channel. 16

17 The unglue Voice unglue s voice is familiar, helpful, and a little playful. It feels like the smart, no-nonsense mom who makes other parents (especially mothers) feel deeply understood, while concisely explaining how unglue works with simple, straightforward language. 17

18 PHASE 5 Tie It All Together

19 The Final Steps Last But Not Least There are plenty of other final touches we include in your Brand Starter Kit (such as grammar & style guidelines) to ensure you have everything needed to write consistently. Once complete, we deliver the Brand Starter Kit to you in an interactive, in-person presentation (or video conference if you prefer), so we can answer any questions, flesh out examples and make final updates. Once you have your starter kit, it can provide guidance for copywriters or content creators, give direction to designers, improve your pitches, or to shape your advertising strategy and messaging. Next, we take the brand voice we ve built together and create (or refresh) your website copy to reflect your new identity.

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