Focus. It’s what every business needs to set clear goals and move in the right direction. That’s where brand positioning comes in hand: defining what you do, who you do it for and what makes you different.
Iveta Ranguelova, an experienced coach, came to us with a mission to help people grow at their workplace.
She was starting her own practice, but struggled with structuring her portfolio and focusing her marketing efforts.
The Take-Off
We analyzed various coaching practices and mapped potential strategies for the new business. Our main challenge was to sift through Iveta’s many ideas and bring forward what was valuable and distinctive. Talking to some existing customers brought to light what made her service memorable and impactful.
The Journey
Having all points of view, we defined all aspects that are fundamental for the brand’s safe journey forward:
- a clear mission statement
- detailed customer segments and strategies to approach each
- a portfolio of services revolving around clients’ needs
- on- and offline communication guidelines
- the brand’s inner world and future ambitions.
The most delicious product of our work was coming up with the brand name and visual identity. We were looking for a symbol that brings a smile to the face. And what’s more cosy and inviting than a plate of pancakes? Pancakes bring people together and promise joy and warmth. If every office served pancakes for breakfast, work life would definitely be less stress and more fun.
The logo, imagery, color palette and font spoke work and play at the same time.
We put the pancake ingredients in a brandbook: story, rules, beliefs, principles and instructions for the visual and verbal communication. In this way, everyone who came across the brand, be it employees, partners, contractors or clients, could easily understand what it’s all about. Chunks of the book were placed on the website, which we built from scratch.
The Resolution
Iveta’s journey is just beginning, but we are certain that her office pancakes will bring joy, motivation and peace of mind to many.
