They don’t make belts like they used to. But Lejon does.
Opportunity: Back in 1968, John Shirinian I, founded the Lejon belt company which would become a staple at department stores like Saks Fifth Avenue and make belts for esteemed brands like Shinola.
I was approached because the current owner (John’s grandson) wanted the brand to grow. To move from well-known within the industry to a nationally recognized consumer belt brand.
Initial investigation of the company led us to a number of learnings that would help the brand consolidate its image and story. For example, the Lejon company also owned and made belts under the Vintage Bison brand. The new strategy (and resulting verbal identity) would make the relationship between these two brands clear and align with the master brand story.
The competitive landscape has changed quite a bit since their last brand refresh. We established a new competitive framework. This helped us create ownable objectives and messaging that would be distinct from competitors. While remaining authentic to the brand’s made in the USA, family-owned roots.
Lejon’s target audience was determined to be a blue collar working class American. Research supported a beneficial role that the brand could play in their life: As not merely a belt maker, but a protector of quality American workmanship. An educator and enricher.
At our workshop we reviewed all research and co-created a new positioning statement. This became their north star for all following marketing initiatives and materials.
Below is a list of the interconnected brand elements provided:
- Personality statement
- Tone of voice scale
- Nemesis statement
- Brand challenge/opportunity
- Brand purpose
- Core benefits & product
- Point of difference and points of parity
- Vision & mission
- Category research and learnings
- Consumer research and learnings
- Target audience personas
- Brand values
- Positioning statement
Execution & Results:
The brand team was immediately able to onboard media partners and vendors with a clear, compelling and consistent story.
After this process I helped them with verbal identity and copywriting. Once those assets make it into market I will share the results.