Brand & Content Strategy

CHALLENGE

The unique skincare brand was operating primarily out of exhibitions and fairs. It was getting no traffic on their website and was having a hard time getting leads through any other channel as well.

The challenge was to identify opportunities and create a niche for Alix Clo in the already saturated anti-aging skincare market.

MY ROLE

After a quick audit, I discovered that it was the absence of the strategy that was creating gaps at various touchpoints. I worked on creating a detailed Brand & Content Strategy, backed by research & insights, to provide clarity about the competitive landscape, market position and customer expectations. This ultimately helped in creating a unique value proposition for a very distinguished audience and identifying short-term and long-term goals & objectives for the brand.

The final result was a strong Brand & Content Strategy that provided a framework packed with ideas & tactics that could be easily implemented by a small business, operating with limited resources.

SCOPE OF WORK

Phase 1-

Created & delivered a comprehensive Brand Strategy to ensure all messaging effectively captures the brand voice and drives brand goals.

Phase 2 –

Performed content audit and outlined a Digital Content Strategy.

  • Conducted research to develop a strong Brand Value Proposition, Brand Voice & Messaging
  • Conducted workshops with the client to create mind maps
  • Performed Gap Analysis by analyzing key competitors in the industry
  • Used market research to define the target audience and key segment attributes
  • Studied Buyer’s Journey & created detailed Personas by gathering insights
  • Performed content audit and gave recommendations
  • Created a WordPress website to demonstrate the implementation of ideas
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