BRAND POSITIONING
Client objective: One of
the fastest-growing brands in the baby space, was seeking to craft a
brand positioning that reflected their evolution as a company. They struggled to connect the multiple aspects of their business
(universal registry, online store, and content) and to talk about their
brand in an elevated, emotional way. And with a large and growing team of content creators, they needed clear
guidance for how to express the brand's messages and unique brand voice
while still providing their team with creative freedom.
Strategic solution: We worked closely with the leadership team to develop a brand positioning centered around the concept that Babylist puts parents first,
an idea that resonates with their external audiences as well as their
many technical employees who love to solve user challenges. Next, we
developed a set of messages for each of their audiences and a robust
brand voice guide filled with examples of what's on-brand and off-brand.
My role: Materials review, competitive and desktop reserach - Analyze and Synthetize findings
