This client is a popular feminine hygiene brand sold online and in retail stores. As a brand strategist I worked with the team to perform market research, define the brands’ positioning and value proposition, and create a brand messaging strategy to lead all marketing communications.
The Challenge
After experiencing success with influencer marketing, the client was interested in rebranding to better align with their core customer base. They were looking to partner with a creative brand strategist to review their current brand, provide insight on their target audience, and develop new messaging to guide the company rebrand.
The Work
Using my signature process, I created an internal brand messaging guide that provided a detailed overview of the brand, the market, and their target audience. My brand messaging package also included key brand messages like the mission, vision, and positioning statements, details on the brand voice, personality, and character, and writing guidelines and brand recommendations to support the team.
Below is a sample of brand messaging components:
The Impact
With new messaging in place that better reflected the brand, their mission, and who they were looking to help, they relaunched their website, created an email re-engagement campaign, and updated e-commerce email flows with new messaging.