Sale Increased by
30%
during the pandemic when most orgainzing services had to close businesses.
OVERVIEW
Andrea Dechtman was one of the many small business owners in New York City, struggling to stay open during the pandemic. Covid was about to shut down "Organized By Andrea" and she felt lost and came to me for advice.
It was important that Andrea understood how her customers’ needs have changed over the course of the COVID-19 crisis, so it was it’s important to reassess her brand positioning. I did a brand audit that allowed me to analyze her brand within the context of the new landscape and identify key positioning opportunities moving forward.
Questions to ask included:
• Does your positioning still make sense in the current environment?
• Does you current business model need to significantly change in response to the pandemic?
• Are you targeting new audiences?
• Will slight adjustments to messaging and tone address the misalignments or is a more systemic rebrand in order?
After the brand audit, it was clear she needed fundamentally change to survive.
The strategy was to leverage the rebranding to capitalize on the unique opportunities (pivoting into her to offer online services). However, I wanted Andrea to realize long-term profitability through the pandemic and beyond. So I asked this one additional question, so I could reposition her brand with this trajectory in mind:
• Where do you want your business to be in five years?
Being hyper-focused on where we could add value will give
"Organized By Andrea" the best chance to take advantage of the
unique opportunities. In the context of her business goals, we
needed to solve the following problems:
• Define her ideal customers and pain points.
• Differentiate the brand service offers from competitors.
• Define a unified set of key messages to propel her brand forward—
consistently.
• Rebrand the look and feel and evolve it into a broader visual system.
I knew Andrea before so after a deep briefing with the client I knew how ‘brave’ she wanted to be for this project. It’s all in the questions you ask to get to the right result, the ‘big idea’ and ‘digging deep’ gave me this amazing ability to help make a brief rather than just take a brief – a brief that gets maximum impact! It was refreshing to be able to push the boundaries of the brand and create something different enough to mobilize her to think, act, and work differently to benefit her customers.
THE SOLUTION
Andrea did not just need to pivot her service offering— she needed a rebrand — so that people her business could thrive during and after Covid. So we worked on her brand strategy to get her crystal clear on her audience and how your brand can best serve them. This provided a clear direction for her brand identity, and a guiding "North Star" to keep her from making branding and marketing mistakes in the future. As an added benefit during the strategies research phase, I discovered a gap in the market which gave her a new opportunity to move into the real estate market giving her an additional playing field.
As with all projects of this nature, after strategy we moved on to the brand identity. I showed her two or three different bold, dynamic concepts and once the feedback came in, it was developed and finetuned and subsequently approved. That meant I was now free to explore and develop the overall look and feel of the initiative, that would really resonate with Andrea.
Once approved,it was time to deploy it; The new messaging was written, the new website was designed, previous social media platforms were rebranded, and new ones were set up to expand brand awareness.
THE RESULT
The strategy worked. During the pandemic, the brand generated a 30% increase in sales in the first 2 months. Today, Organize By Andrea, is well positioned for healthy growth and optimal impact.
DELIVERABLES:
Strategy, Brand Identity, Website Design ( Creative Direction, Custom Images + Copy), Custom Service Icons, Social Media Rebranding, LinkedIn Profile Branding + LinkedIn Company Page, Branded Social Media Graphics, Business Cards, Email Signature, Ditigal + Print Brochure, Launch Campaign, Branded Social Media Graphics + Templates, and Promo Items.
I tweaked the logo so it fits in today's digital space and created a brand identity system so she would look consistent at every customer touchpoint. And then rewrote the tagline to capture her brand essence and new positioning. I firmly rooted her new brand identity (consistent colors, fonts, and other graphic marketing assets in the foundation of her brand strategy —not only to be easily identified in the crowd but to make her future marketing so much easier as the messaging is already woven into the brand.
Inconsistent old logo with tagline
New Logo and Tagline
Old Logo Mark
New Logo Mark
Website Before: The website didn't just need a new look, it needed a restructure, as well as clear, targeted messaging so that her target market would clearly understand exactly who she was and what she was offering to them.
Website After Rebrand: Working off the new strategy, we now had a clear plan to tackle the new website design and messaging. I took the role of "creative director" and copywriter and designed the site along with creating custom images and graphic assets because Andrea's wanted to use her brother's website building business. — YAH!!!! TEAMWORK 🙌
I put focus on her target audiences' and broke down her services into 3 different customer pain points. Multi-Area, Work Area, and Any Area. I played off the new logo mark and created custom service icons for each area, as well as other icons need in the website.
I then wrote content for each area and then I created the new custom images for the content. These clearly defined areas can now also be used in ongoing marketing efforts.
Along with adding a new virtual organizing page, I added an online book calendar to make her intake process run smoother for her as well as her potential new clients as well as a FAQ page.
Social Media: As part of her marketing strategy, I rebranded her Facebook and Instagram for consistency and added all extra branding tools the platform provide that she was unaware of. I also created social media marketing graphics and templates that she can use for various posts across her social media channels as well as a launch campaign.
During my research, while working on the brand strategy I noticed that a large number of Andreas' new target market hung out on Linkedin. And although she had a presence on that platform it looked more like a resume docking station than the amazing marketing platform that it is for personal and professional branding.
I rebranded her LinkedIn Profile and rewrote her messaging to speak to her target audience and I also created a LinkedIn Company Page so her business looked as legit as it is.
Creative Launch Campaign
As I am always looking for new opportunities for my clients, I noticed that Covid had created an opening in the realtor industry that organized by andrea could fill. We quickly got to work with a new service offer: organizing services for realtors.
Playing off the service icon I created home services, I simply changed the color of the service icon for organizing services for realtors.
Virtual Photoshoot During Covid
After the virtual photoshoot, for brand identity consistency. I went into photoshop and tweaked the image we selelcted.
Before
After
I then wrote copy and designed an online brochure that Andrea will use to email prospects and post on social media print for post office and in-person meetings
Promos Items
Helene Abrams not only helped me pivot my business through Covid-19 she has single-handedly taken it to the next level.
Helene is not only an amazing creative force, but she is diverse in her skills and well-equipped to address every marketing service you need; — strategically and creatively ( a rare combo).
I can’t recommend her enough.
You shouldn’t think twice just "consider yourself BRANDED" — you need it!
