I first met Lori Anderson- Creator and owner of the unique and gorgeous jewellery brand Beadbods, 6 months ago.
We both attended the same artisan market – one that was held over several weeks, so we got to get to know each other a little more than the usual once only occasion. Whilst discussing general topics and market set up, I got to delve into what Lori believed her business to be about, and also stand back and see visually what her brand was saying to her customers.
After an Image Blast session – here are some key findings on how Lori strengthened her brand, refocused her message and re energised her business. And most importantly increased sales.
CASE STUDY – BEADBODS
STEP 1 :INFORMATION GATHERING.
i) What is your sales pitch?
“Beadbods are durable and adorable. They are versatile mini-people pendants happily handcrafted in Perth. Beadbods are an original pattern, and all designs are made in limited numbers or even as a one-off piece. They are functional and fun.”
Lori’s hope is that they become motivators for positive behaviour.
ii) What makes you unique? Your unique selling proposition.
“The product is unique. I have re-worked a design to make beadbods an original pattern.”
iii) How do you see your brand/image?
“The current one is a clean, modern look – which I think is unisex and will appeal to a wide audience. It doesn’t pigeon-hole my product as much as the earlier attempts. I like that it’s simple, versatile, and works pretty well with my product. I need to now carry this through across all areas of my business (signage, website, promotional materials.) At the time I met Lori, she had spent considerable time and valuable resources developing and improving her logo, tagline and packaging – but was a little unsure on what direction to take.
At the time I met Lori, she had spent considerable time and valuable resources developing and improving her logo, tagline and packaging – but was a little unsure on what direction to take.
STEP 2: IN REVIEW
i) How does the customer view Beadbods?
By her visual cues, the message is complicated, non targeted and difficult to understand at a quick glance.
Although the message is confusing – the customers who purchase believe Beadbods to be beautiful and special, but not enough people are taking the time to stop.
STEP 3: CONCLUSION
i) The message Lori’s customers are getting is not one of unique, beautiful and finely hand crafted jewellery.
ii) Her main image and photo was not highlighting the beauty of her product.
iii) In displaying her product (because she only had one type), Lori felt more was better.
iv) Because her display was not straight forward and the message difficult for her customers to decypher, Lori was spending more time explaining and less time selling.
STEP 4: STRATEGIES TO REFOCUS AND BUILD THE BEADBODS BRAND
Always use the best photos you can afford – or take a workshop or classes to improve your own skills
TIP: Find what it is you want to say with your photo and try not to overcomplicate it with unnecessary props/settings. Words set to images can help explain your product better without overshadowing the main feature.
I say this alot. SIMPLIFY!! Just because you only make one type of product, don’t get caught into the trap of putting out so much stock that the customer doesn’t know where to look.
Create a focal point, tell a story or draw attention to what you want the customer to notice.
What is it you are wanting to say? In this case, to most people, “unique” means less of the same products. The more products I see on display the “less unique” and hand crafted I think your product is.
TIP – takes lots of product but don’t put it all on display. Top up when products are sold.
To convey this to the client, I drew a rough sketch of a design concept to help Lori simplify and highlight the beauty of her product.
iii) Understand the message you want to communicate and look for unique and simple ways to execute it.
Everything about your business is saying something. Look carefully and ensure they are communicating a unified, clear message.
STEP 5: THE RESULTS
The image now highlights the gorgeous product.
A simple and pared back display now highlights the product.
The customer can easily understand the product and make purchasing decisions without the need for involvement from Lori.
The display and product now do all the talking and allow Lori to pay attention to all her potential customers.
Lori has taken the concept and injected her own personality – which is vital when building your brand. It is easy to be consistent and honest when it comes from “you”.
iii) EFFECTIVE COMMUNICATION
By allowing the product to now speak directly to the customer, Lori’s “sales speak” is an added bonus (not a necessity) and the customer has the ability to make their own assumptions about the product and why they are purchasing it.
It can be often true of “hobby turned business” that we spend so much time involved and loving the product we feel we have to tell every little detail to the customer – potentially confusing them and taking away from them – why THEY love it.
In Lori’s case this may be true. She described her product as “durable, functional and fun” and by wanting to give her “little people a reason for being” may be overcomplicating a simple pleasure. Her customers are buying them because they are unique, adorable and beautiful. It can be as simple as that. It is an instant appeal without saying anymore and her new display now speaks confidently.
TIP: It may sound obvious – but remember to allow the customer their reasons for purchasing too.
iii) BEING CONSISTENT
Lori now has a clear message for her brand which allows her to build strong communication with her customers. It will also help her with defining and building her marketing which includes packaging, logo, tagline, facebook and website.
Seeing Lori at the last Perth Upmarket – she was beaming, confident and somewhat amazed at what a few small and inexpensive changes had made to both her business and herself.
For more information on an Image Blast Session visit The Market Mill