Lesson 4: Premium Brand Position
List three brands you admire.
BRAND #1. Downeast Clothing
BRAND #2. Trim Healthy Mama
BRAND #3. Rare Faith
BRAND #4. Calm
What emotions or feelings immediately come to mind when you think about each of those brands? How do you feel about yourself when you’re experiencing that brand? In other words, when you’re on their website, purchasing from them, reading their emails, using their product or service, talking about them to other people or dealing with their customer service - how does that brand make you feel?
Downeast Clothing- I feel happy and like I'm going to be treating myself to stylish clothes and modest fit. I feel like it's premium, yet affordable. I feel like the staff is always helpful, friendly, and knowledgeable. I feel feminine and playful and beautiful when I wear their clothes. I feel like I made a good purchase or spent my money well.
Trim Healthy Mama- I feel like I'm taking care of myself. I feel fun and feel like I've finally found a way to break the cycle, so, relief. I feel like they have my back and that they're always on my side. I feel like I will always get the highest quality at the best price and that the price doesn't need to be exorbitant in order to be profitable for them and be beneficial to me. I feel loved and part of the sisterhood. I feel like I'm being educated in better ways to care for myself so that I can do the Lord's work.
Rare Faith-I feel hope and promised blessings. I feel like there is a perfect balance of communication and I feel like she's always offering what she does, but never selling to me. Which makes me want to buy it more. I feel like I want to spend more time with Leslie and gleaning her wisdom. I feel like I am a better person after listening to and using her materials.
Calm- I feel like I'm empowering myself to be successful. I feel like I'm taking care of my body, mind, and spirit. I feel like they love me and they want me to be successful. I feel like they're always looking for ways to make my experience better and to take care of me and my family better. I love that it's clean and simple. One word says so much. I love that there are many contributors but Tamara Levitt is the genius behind it. She shares and shares and shares. I love that I can find her daily meditations and that there are other voices too. I love her for what she's given me. I feel as though she's given me her heart. I feel like she's fulfilling one of her life's missions. She's masterfully done all this without being in the spotlight and without taking all of the credit. She's still a normal person, not a celebrity. I feel as if she wants to do this calling because she's supposed to, not to gain fame or for popularity. The business has grown but she doesn't have to be totally crazy about a following and people following her. It's a collective more than a following. I want a collective more than a following. I'm not the sharpest tool in the shed, I know that. I want collective minds on the process.
I feel successful and smart and well put together when I use all of these brands.
When using those brands, how do you feel others perceive you? How does it make you look in other people’s eyes? (Not that you care what others think :) What does being a “fan” of that brand say about you, what you value and what you stand for? How does it add to your personal narrative of who you are in the world? Don’t overthink this. #progressnotperfection
I feel like I look more successful and pulled together and that people perceive me as someone who has a few things figured out. I also think people think I look pretty and stylish. Being a fan of these brand says to others that I care about myself and I am taking care of myself. I feel that way about myself when I use those brands.
Look at each brand’s logo, website, packaging and social media presence (if relevant). Remember your experience interacting with that brand in person. Are there any design or visual elements that appeal to you? Is it super sleek, handmade, colorful, old school, simple, feminine or dark? Write down the visual qualities and elements that appeal to you, and be as specific as possible. Take screen shots if it helps.
Simple. They're all simple with simple refreshing white space. Simple seems to feel refreshing and light to me. I want my product and brand to look simple, black and white, the beauty of nature, and life, and maybe two colors. Very simple looking.
Their emails are short and clean and easy to digest. I like that I can find more if I want it. I also like Marie's though, so personal and inviting. I think I like a format or outline like calm or rare faith for newsletters and letters like Marie's for specific project based stuff. So, for the masses, simple and clickable, for the really interested, personalized emails.
I like it to look pulled together and professional, or that people were ready to release. I don't like that the few times I've watched Teachable classes the instructors don't seem prepared or ready. I want to put out things that are ready and nice and complete.
For my brand:
Clean. Simple. Clean fonts, clean lines, clean language, white spaces, nice images, pulled together.
The logo can look handmade and simple. The website needs to have what I'm looking for. If I want to understand the business, it needs descriptions. If I want a shop, it needs a shop. If I want to learn, teach me. It needs to be real, authentically me. It needs to be filled with love and purpose. I need to share my heart and my passion and my mission. People need to see me, pulled together me and real me, and they can't be too different. Amy Walker turned me off when I saw her for reals. I can't explain it, I felt like she removed a mask. I want to keep my profile pictures and things updated so people can see me and I match the live me. My brand needs to serve and serve and work and serve in the name of Jesus Christ. I am serving him by doing this work and I need to love the people who join me as he loves them. I need to embrace people and their human frailties and weaknesses.
I feel like one email a week, maybe two is great unless something exciting is happening. If there's more than one in the week, they should be short.
BRAND #1. Downeast Clothing
BRAND #2. Trim Healthy Mama
BRAND #3. Rare Faith
BRAND #4. Calm
What emotions or feelings immediately come to mind when you think about each of those brands? How do you feel about yourself when you’re experiencing that brand? In other words, when you’re on their website, purchasing from them, reading their emails, using their product or service, talking about them to other people or dealing with their customer service - how does that brand make you feel?
Downeast Clothing- I feel happy and like I'm going to be treating myself to stylish clothes and modest fit. I feel like it's premium, yet affordable. I feel like the staff is always helpful, friendly, and knowledgeable. I feel feminine and playful and beautiful when I wear their clothes. I feel like I made a good purchase or spent my money well.
Trim Healthy Mama- I feel like I'm taking care of myself. I feel fun and feel like I've finally found a way to break the cycle, so, relief. I feel like they have my back and that they're always on my side. I feel like I will always get the highest quality at the best price and that the price doesn't need to be exorbitant in order to be profitable for them and be beneficial to me. I feel loved and part of the sisterhood. I feel like I'm being educated in better ways to care for myself so that I can do the Lord's work.
Rare Faith-I feel hope and promised blessings. I feel like there is a perfect balance of communication and I feel like she's always offering what she does, but never selling to me. Which makes me want to buy it more. I feel like I want to spend more time with Leslie and gleaning her wisdom. I feel like I am a better person after listening to and using her materials.
Calm- I feel like I'm empowering myself to be successful. I feel like I'm taking care of my body, mind, and spirit. I feel like they love me and they want me to be successful. I feel like they're always looking for ways to make my experience better and to take care of me and my family better. I love that it's clean and simple. One word says so much. I love that there are many contributors but Tamara Levitt is the genius behind it. She shares and shares and shares. I love that I can find her daily meditations and that there are other voices too. I love her for what she's given me. I feel as though she's given me her heart. I feel like she's fulfilling one of her life's missions. She's masterfully done all this without being in the spotlight and without taking all of the credit. She's still a normal person, not a celebrity. I feel as if she wants to do this calling because she's supposed to, not to gain fame or for popularity. The business has grown but she doesn't have to be totally crazy about a following and people following her. It's a collective more than a following. I want a collective more than a following. I'm not the sharpest tool in the shed, I know that. I want collective minds on the process.
I feel successful and smart and well put together when I use all of these brands.
When using those brands, how do you feel others perceive you? How does it make you look in other people’s eyes? (Not that you care what others think :) What does being a “fan” of that brand say about you, what you value and what you stand for? How does it add to your personal narrative of who you are in the world? Don’t overthink this. #progressnotperfection
I feel like I look more successful and pulled together and that people perceive me as someone who has a few things figured out. I also think people think I look pretty and stylish. Being a fan of these brand says to others that I care about myself and I am taking care of myself. I feel that way about myself when I use those brands.
Look at each brand’s logo, website, packaging and social media presence (if relevant). Remember your experience interacting with that brand in person. Are there any design or visual elements that appeal to you? Is it super sleek, handmade, colorful, old school, simple, feminine or dark? Write down the visual qualities and elements that appeal to you, and be as specific as possible. Take screen shots if it helps.
Simple. They're all simple with simple refreshing white space. Simple seems to feel refreshing and light to me. I want my product and brand to look simple, black and white, the beauty of nature, and life, and maybe two colors. Very simple looking.
Their emails are short and clean and easy to digest. I like that I can find more if I want it. I also like Marie's though, so personal and inviting. I think I like a format or outline like calm or rare faith for newsletters and letters like Marie's for specific project based stuff. So, for the masses, simple and clickable, for the really interested, personalized emails.
I like it to look pulled together and professional, or that people were ready to release. I don't like that the few times I've watched Teachable classes the instructors don't seem prepared or ready. I want to put out things that are ready and nice and complete.
For my brand:
Clean. Simple. Clean fonts, clean lines, clean language, white spaces, nice images, pulled together.
The logo can look handmade and simple. The website needs to have what I'm looking for. If I want to understand the business, it needs descriptions. If I want a shop, it needs a shop. If I want to learn, teach me. It needs to be real, authentically me. It needs to be filled with love and purpose. I need to share my heart and my passion and my mission. People need to see me, pulled together me and real me, and they can't be too different. Amy Walker turned me off when I saw her for reals. I can't explain it, I felt like she removed a mask. I want to keep my profile pictures and things updated so people can see me and I match the live me. My brand needs to serve and serve and work and serve in the name of Jesus Christ. I am serving him by doing this work and I need to love the people who join me as he loves them. I need to embrace people and their human frailties and weaknesses.
I feel like one email a week, maybe two is great unless something exciting is happening. If there's more than one in the week, they should be short.
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