With the food delivery market growing more crowded, Tracy knew the Chewse brand needed to stand out from the crowd to build a passionate following and engage her growing team.
Chewse had a unique story and mission - they just needed a way to clearly articulate it to their team, their customers, and themselves.
Brand was overwhelming for Tracy at the outset. She didn’t know where to start, what to expect from the process, and how to distill her thoughts and the team's into a cohesive narrative and strategy. The brand needed to be vivid and emotional for them to move forward.
Building a brand was important to inspire engagement both within the organization and outside. Within Chewse, Tracy wanted to get her team bought into the new direction and moving along a cohesive path. Outside of the organization, Tracy wanted customers to truly fall in love with their love brand.
With a crowded marketplace, Chewse needed to stand out from other technology firms. A brand creates a reason to care so people focus less on what you do and more on who you are. As their brand needed to communicate their care of the customer and the impact on the organization, Tracy wanted to create a memorable narrative for the team.
We worked with the Chewse team to help them understand how each of the executive team member's narratives fed into the broader narrative. What became dominant in the story - and how those archetypes mapped not only to brand but to behaviors.
We partnered with the Chewse team to catalyze their story. We created frameworks to translate all the attributes of their brand. Whether looking at the voice, vibe and visual elements or who Chewse would be as a persona, we empowered the Chewse team to tell their story in their own words. Through our process, each member of the executive team became clear on who they were and how it translated into various brand elements.
“I fell in love with brand because of this process,” notes Tracy. For Tracy, this was a catalyst into her owning the branding process and honing the power it had for her organization. Through our experience working together, she could articulate where her brand touched the customer, team and all of their partners and how it ultimately translated into a great customer experience. With it, she truly found a brand that fit her organization’s needs.
These are what we use when we’re attacking story, which is equal parts creativity and structure. Every business challenge can use a different set of frameworks. Here’s what we used in Tracy's case.
- Story Diagnostic – From our work with leading entrepreneurs and innovators over the past several years, we have found the Story Diagnostic to be one of the quickest ways to help you tell your story. The test is based on Jungian archetype work, whose premise is that underneath all stories are 12 universal archetypes which we can all identify with. Using your archetype helps you tell more authentic stories, and in turn build better communities and businesses with heart.
- Brand Ladder – Every brand inspires you to feel, think, and do. We like to use the Brand Ladder to break down these different categories and create a brand that describes the feeling you want to elicit in your community, captures the way you want others (investors, customers, partners) to think about you, and emphasizes the core do’s (the things that do not change about you no matter what).