Brand Strategy
If you’re reading this, chances are you want to learn how brand strategy can help your business:
Stand out from competitors
Acquire new customers
Attract investors and partners
To accomplish these goals, we collaborate through a process that is research-based, open-minded, and generally enjoyable. Yes, strategy can be fun.
My Approach
A typical brand strategy Includes a collaborative workshop and the following:
Clarity: Align the Business and Brand
Business challenge
Consumer challenge
Brand objectives
Research: Immerse Ourselves in the 3 Cs
Company audit & insights
Competitor audit & insights
Consumer audit & insights
Creation: Converge Learnings Into a Strategy
Distinction compared to category
Main benefit and brand purpose
Positioning statement
Case Study 1
Select
Select, an established cannabis provider, sought to reimagine its brand while navigating the industry's strict regulations.
Our challenge was to create a compelling and compliant brand identity. Unlike smaller brands with looser marketing practices, Select follows a stricter ethical code as a national brand.
Ultimately, the goal was to attract a new, urban audience and solidify Select's position as an "elevated essential" within the crowded cannabis market.
Research led to values:
We’re making it easier to elevate life with cannabis.
We believe that accessibility leads to normalcy, and that’s what cannabis should be: an everyday part of a healthy society.
We acknowledge the vibrant history of creative self-expression made by those who enjoyed cannabis in the past. As passionate supporters and contributors to culture, we carry on that legacy.
We believe it’s our responsibility to raise cannabis and community consciousness for the good of all. So that people can enjoy it without stereotypes or stigma.
Our ambition will always connect back to our product. In a market with inconsistent product experience and false claims, we strive to be a reliable provider that elevates all.
Values led to a purpose:
Select Takes You Higher.
Elevating Access and Culture With Purpose.
Client Testimonial
“In 2022, we began the tactical process of rebranding one of our highly valued national CPG brands. Our team worked with Zane to help define our target audience and develop the brand personality, verbal identity, and other foundational hallmarks that would guide every aspect of the brand moving forward. Through thoughtful Q&A and collaborative discussion, Zane brought a methodology that really helped us uncover and harmonize a clear brand POV. His work and contribution are integral to this significant and momentous project. And he’s kind enough to fit in meetings between surf breaks. Ten outta ten. Would buy again.”
Kenny Barela
Senior Director, Brand Creative, Curaleaf
Case Study 2
Unique Vintage
Unique Vintage, a beloved e-commerce leader in vintage-inspired fashion, sought to expand its reach and attract new customers.
The challenge was to develop a brand narrative that resonated with a wider audience while staying true to its core values: inclusive sizing and a commitment to unique, show-stopping styles.
We aimed to build on Unique Vintage's position as a community and a destination for anyone seeking individuality and self-expression through fashion.
Unique looks for everybody and every body.
Research led to audience insights:
There are more vintage-inspired styles than ever before. Yet…
Most lack the novelty and artistry that discerning shoppers seek. This is especially true for shoppers who fall outside most brands' narrow range of sizes.
When a shopper finds something that excites her, it might not be available in her size or may not fit the way she envisioned.
Too often, shoppers feel frustrated and underwhelmed by limitations in sizing and fit, hindering their ability to truly express themselves through their clothing choices.
Audience insights led to a purpose:
We never fit into the status quo.
So we decided to resew it.
Client Testimonial
“We created a strategy and messaging that can be used to guide all sorts of marketing copy and creative concepts.”
Katie Echeverry
CEO, Unique Vintage
Case Study 3
The Smarter Service
The Smarter Service, a provider of personalized tech support for older adults, sought to become a trusted resource in a rapidly aging market.
The challenge was twofold: develop a brand narrative that resonates with older adults and their adult children and establish guiding principles to shape internal operations.
A successful strategy would ultimately communicate the brand's unique blend of effectiveness and empathy to its target audience and drive company practices.
Research led to audience insights:
Older adults struggle with technology, feeling disconnected and frustrated. This strain extends to their children…
Their children often are overwhelmed or underequipped to balance the needs of their parents, their own professional lives, children, etc. Guilt and inadequacy are common, adding to an already stressful situation.
It became clear that the brand (from verbal identity to in-person support) would require a sensitive, personal touch and a depth of understanding. The Smarter Service must behave like an extension of the older adult’s family, with care, confidence, and patience.
Audience insights led to brand and service development:
We Close the Digital Divide
Technology adoption has become a necessity for daily life. For older adults, this digital landscape is often a challenge to navigate. We build confidence with technology through personalized tech literacy, support, and encouragement.
Every Concierge is carefully selected and rigorously screened. They follow Member-preferred mask protocols for in-home or community visits. They are selected for their tech-savvy, patience, and ability to bring an empathetic, human approach to how older adults advance their journey with technology.
Client Testimonial
Zane is phenomenal. He's creative, smart, innovative, and the quality of his work and thinking are second to none. I've worked with Zane in various capacities over the past 10 years and he has consistently delivered fantastic work..from copywriting, to branding, to concepting, and more. And to top it all off, Zane is terrific person! Easy to work with, kind, reliable, responsible, and he truly cares. Zane is a true "A player". I highly recommend him.
Terry Dry
CEO, The Smarter Service