02 Enhancing Global Brand Resonance and Customer Understanding for a Fast-Growing Startup
BRAND STRATEGY
THE COMPANY
A wholesale digital marketplace for local, independent retailers and brands.
THE CHALLENGE
As a rapidly expanding startup, our client had successfully expanded into international markets since its inception. However, the client recognized the need to assess global perceptions of its brand within its diverse customer base.
While the product was undoubtedly valuable to its global customers, the company sought to gauge the extent to which its brand values, mission, and vision were being effectively communicated and understood across various customer segments and international markets.
THE PROJECT
In response to this challenge, the client engaged me in a freelance capacity to lead a 10-week research and brand strategy study. The objective was to delve deeper into this critical topic, aiming to refine the brand strategy and in turn, enhancing connection and deepening loyalty with its customers.
As the project lead and researcher, I meticulously designed, planned, and executed a comprehensive global customer research initiative.
This research involved in-depth interviews conducted in five distinct countries: the United States, Canada, Great Britain, France, and Germany. Collaborating closely with a brand strategist and writer, we aimed to gain profound insights and creative perspectives.
Our research specifically targeted boutique store owners, integral figures within their local communities. The participants encompassed a diverse range, from novice store owners transitioning from other careers to seasoned retailers with lifelong experience in owning and operating retail stores.
While the majority of interviews were conducted virtually, these were balanced with in-person store visits across various markets to add depth and nuance to our findings. Through meticulous recruiting, structured customer conversations, interactive research exercises, and thoughtful post-interview synthesis, a multitude of themes and insights emerged, each holding significant potential for the company’s brand.
These insights were effectively conveyed through companion video montages, providing an authentic voice to the customers, capturing their emotions and personalities. This approach facilitated a deep connection and empathy between the company executives and their customers.
The resulting powerful insights were complemented by actionable opportunity areas and recommendations, presenting the client with the potential to evolve its brand, messaging, and customer experience. Notably, these findings received strong endorsement from the Head of Brand Marketing, gaining support from the CEO and top leadership. As a result, the company is now poised to make strategic investments in its brand to gain future competitive advantages.