Brand Strategy THE PULP F I E L D & C O. C R E AT I V E MARCH 2022
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brand strategy
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Client Name: THE PULP Date: 09/03/22 Designer: FIELD & CO. CREATIVE Project: COMPREHENSIVE BRAND PACKAGE
Copyright 2022 © Field & Co. Creative. All Rights Reserved. This presentation is protected by Canadian and International copyright laws. Reproduction and distribution of the presentation and it’s contents without written permission of the creator is prohibited.
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brand strategy
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0 4 — I NTRO
05 — YO U R B R AN D VIS IO N
Table of Contents
06 — YO U R I D E AL CLI ENT
1 3 — TO N E O F VO ICE
1 5 — L AN G UAG E
17 — PERSO NALIT Y
19 — PU RPOS E
2 2 — B R AN D M E SSAG I N G
2 5 — N E X T STEPS
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brand strategy
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What is a Brand Strategy?
Brand Strategy is what your entire business is based around. It defines your ideal client, your brand tone of voice, your brand style and personality. We will first define who exactly it is we’d like to speak to and work with in your business. We’ve then created language and messaging guidelines for your business that resonate and attract those people. We will use this brand strategy as a basis for everything you do as a business. Brand Strategy gives you a framework to base all future business decisions off. This ensures you are always consistent and in alignment with your brands overall goals. On the next few pages, we’ll go over your brand vision, tone of voice, personality, language, brand messaging and your ideal client. Take your time going through everything and when you provide feedback, be sure to identify what you like, what doesn’t feel right and always remember to view each piece from the eyes of your ideal client avatar.
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Your Brand Vision
A brand identity that is fresh, cheerful and energetic to show your ideal clients how you will boost their mood through healthy and delicious food and a friendly face. A brand identity that your community will want to be associated with. Create a cult following of customers that are proud to be The Pulp customers.
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Your Ideal Client
WHO ARE THEY?
Your ideal client is busy working professionals aged 30-60. They are parents, teachers or entrepreneurs who are health conscious and actively social. It’s important to be very clear on your ideal client to ensure your messaging is always aligned with their needs. We can illustrate this ideal client using an avatar. This doesn’t mean you don’t work with people outside of this, but they are the main people we are hoping to target!
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Your Ideal Client
WHAT DO THEY WANT?
01 – A convenient and quick food option that provides them the nourishment they need to fuel their busy days. 02 – To rest assured knowing that the food they’re feeding themselves and their families is healthy, local, fresh and adheres to specific dietary restrictions. 03 – To feel good about the choices the food choices they’re making. From health to taste to sustainability to supporting local.
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Your Ideal Client
WHAT DO THEY KNOW?
01 – They know they want to feed themselves and their family healthy foods but also know they don’t have the time to shop, prep and make time to actually execute it. 02 – They know that eating local and plant-based is sustainable, but they’re worried it doesn’t taste good and is too expensive or complicated. 03 – They know that health concious, quick food comes at a higher price tag than other fast food.
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Your Solution
Time saved
Improved moods Satisfied minds
subscription based.
THROUGH
Nourished bodies
Pre-made meals, juices and snacks. In store or
Whole plant-based foods that meet dietary restrictions and appropriate sized portions.
Friendly staff and cheerful environment.
Reassurance that they are making healthy, delicious and sustainable choices by eating at The Pulp.
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JESSICA Ideal Client Avatar
By creating an ideal client avatar, we can more accurately view your brand through their eyes. When we are creating and evaluating your brand identity, we will often refer back to Jessica and how she would respond to it. Jessica accurately represents your ideal client for the purpose of creating a brand that will attract more people like her.
Who is Jessica? Jessica is a busy parent of 2 and co-owner of a finance coaching company. She avoids animal products and has a child who is dairy and gluten free. Jessica works a full time schedule mostly in office so she likes to spend as much time as possible with her partner and children in the mornings and afternoons before and after her work day.
Profession: Co-owner of a Finance Coaching Company that helps women manage their personal finances.
Lives in: Stratford, Ontario Average Household Income: $195k Values: family and friends, health and wellness, life-work balance, simplicity, personal and professional development and growth.
Other Brands Jessica is drawn to: Well.ca, Elate Cosmetics, Freshii, HelloFresh, ModoYoga, Farm Boy, Subaru, Tesla, Whole Foods, Lululemon, Mejuri, Tata Harper Beauty
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brand strategy
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JESSICA Ideal Client Avatar
By creating an ideal client avatar, we can more accurately view your brand through their eyes. When we are creating and evaluating your brand identity, we will often refer back to Jessica and how she would respond to it. Jessica accurately represents your ideal client for the purpose of creating a brand that will attract more people like her.
What problems does Jessica have? •
Doesn’t have time to shop, prep and cook healthy and delicious foods that cater to her families various dietary restrictions.
•
Is tired of quick and convenient grocery store options like microwave dinners, processed snacks, etc.
•
Wants to feel better about her decisions when it comes to sustainability.
•
She wants to support local and loves going to the Farmer’s Market but doesn’t have the time to go each week.
•
She doesn’t want to spend large amounts of money on healthy options for her family.
•
She knows that fast food isn’t a good option but it seems to be the most convenient and quickest.
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•
Her children can be picky eaters so she needs food that is delicious and fun.
•
She wants to feel full and satisfied for a long time to fuel her busy day.
brand strategy
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How Can We Use This?
I D E AL CLIENT AVATAR
WHERE CAN I UTILIZE MY IDEAL CLIENT AVATAR?
01 – Content Marketing This means blog posts, videos, podcasts, Lead Magnets, etc. you should create these geared towards what your ideal client would enjoy and consume.
02 – Paid Traffic When researching which ad platforms to purchase, you can use the demographic of your ideal client to advertise to others in the same demographic.
03 – Product + Service Creation Using your ideal client avatar, create an offering of a product/service that THEY need. Not what YOU think they need.
04 – Copywriting When marketing your business, an ideal client avatar is
Describe your offers in a way that speaks to your
a little fiction that helps us understand who our ideal
avatar’s problems and compels them to want to buy.
customers are so we can more easily find them. It’s a
Using your tone of voice, language and persona.
customer profile that is a best-case scenario for your business. The more focused you are, the easier everything becomes and you tend to attract who you are focused
05 – Email Marketing
on serving. Now this does not mean you will only work
Gearing your email marketing towards something
for people who exactly fit the avatar, but helps to target similar people and grow your business.
your avatar will open and convert. This can even be used to segment specific email marketing campaigns to different avatars
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Tone of Voice
Confident Uplifting
Your brand’s tone of voice is the style used to communicate with
Fresh
and emotional tone. Defining this helps us create a consistent
Strong
your audience. This includes the choice of words, brand personality, approach to all of your communication. When you’re writing for your brand whether that be on social media, print or adding copy to your website — ask yourself if this embodies your brand’s tone of voice?
Trendy
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brand strategy
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How Can We Use This?
TO N E O F VO ICE
WHERE CAN I UTILIZE MY TONE OF VOICE?
01 – Video Content Creating scripts or memorizing buzz words that are in alignment with your tone of voice can help to portray your brand voice in video content.
02 – Copywriting (Website + Social) A consistent and strategic brand tone of voice builds trust
Use your tone of voice to create a unique writing
and connection with your audience. 65% of consumers
style that people enjoy reading. Have fun with it and
say that shared values are the primary reasons they
make it conversational. You can still be professional
trust companies. Communicating this through your tone
without being stuffy.
of voice is as simple as using appropriate language and context. Ultimately, it’s about writing in the way that best communicates your message. Rules are made to be broken – use this document as a starting point. Take what works, leave what doesn’t, then be consistent in your usage.
03 – Within Your Product/Service Have forms, guides or other documents your clients will read? Using your tone of voice throughout these communications helps establish a consistent brand voice.
04 – Client/Customer Communications Tone Example –
Use your tone of voice in both one-off and canned email responses. When chatting with clients, ensure your choice of tone aligns with your brands.
“New Juice Alert! Strawberry Beauty is packed with fresh fruit, silicon & biotin. This fresh pressed juice is the delicious way to step up your hair, skin and nail game! Fuel up for your day AND save $$$ on hair & skin treatments. What are you waiting for?”
05 – Email Marketing When creating emails (subject line, body and CTA’s), use your brand’s tone of voice to set yourself out from the sea of emails in your audience’s inbox.
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brand strategy
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Language
Light Friendly Fun
Consistent language lets you shape how others see you. If you’re speaking the Queen’s English on one page and trying out Gen Z slang on another, your audience can’t tell who you are — or if you’re right for them. With voice and language guidelines, you are better
Energetic
equipped for consistent interactions with your audience. Ultimately,
First-person plural
lasting engagement.
it’s consistency that creates trust, increases loyalty, and yields
(we, ours, us, etc.)
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How Can We Use This?
L AN G UAG E
HOW DO I UTILIZE MY LANGUAGE?
01 – Friendly Throw in relatable personal tidbits about you and your staff. Talk as if you’re chatting amongst friends. Be relatable and speak like a group of humans, not robots!
02 – First-Person Plural Talk about your business as if it’s a team. By using “we” and “our” statements, it creates a sense of Creating guidelines for your brand language gives you
community within your business.
tangible rules for communicating with your audience. In all of your communications, use the same language to establish your brand tone of voice and create consistency and trust.
03 – Energetic Be loud, proud and confident. Using active verbs, exclamation marks and fun emojis are a great way to portray your passion through your language.
04 – Light + Fun Language Example – “We’re passionate about helping you fuel your body the
Happy, smiling faces. Casual conversation topics and interactive conversations help to keep your audience engaged and having fun. Keep things light-hearted.
healthy and sustainable way. We serve up locally-sourced food, juice cleanses and subscription boxes that are made inhouse daily — just like our good vibes.”
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Personality
Cheerful Authentic
Every piece of communication you have with a customer tells
Knowledgable
collection of personality traits, attitudes and values that your brand
Compassionate
These words pop into your audiences head when they think about
them a little something about your business. A brand persona is a showcases on a regular basis to help connect with your audience. your business and describe it to others.
Community-focussed
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How Can We Use This?
PERSO NALIT Y
HOW DO I UTILIZE MY BRAND PERSONALITY?
01 – Knowledgable Reflect The Pulp’s knowledge of health, sustainability and local, delicious food by informing your audience through infographics, fun facts and well-informed staff. By creating personality descriptors for your brand, we can visualize what your brand would be like if it was a person. As consumers, we can have strong and personal gut reactions to brands just as we would to people. We see brands
02 – Authentic + Compassionate By not cutting corners and ensuring each customer
and think: “I have a good feeling about them,” or “there’s
feels welcomed and taken care of, The Pulp’s
something about them that I just don’t like.” These emotional
authenticity and compassion shines through.
reactions can have a direct impact on sales and business.
Transparency about ingredients and processes helps to build trust.
Personality Example –
03 – Fresh + Cheerful
“Winter blahs getting you down? Nutrition is key to feeling
Keep things fresh by consistently re-evaluating
your best! Our Next Level Juice Cleanse is designed to
your client facing materials like socials, menus,
help you on your journey to a happy, sustainable and healthy lifestyle. • •
•
and show up with a smile and excitement.
detox your body
boost your immune system •
packaging, etc. Continuously incorporate new ideas
jump start weight loss
address your body’s individual needs
The combination of nutrient-rich, delicious cold pressed juice and whole food meals in this cleanse will give your digestive system a break from processed and refined
04 – Community-focussed When customers are in store it’s easy to make a connection. How can we build that connection through subscriptions? Fun notes, email check ins, etc. Focus on the human connection and helping and engaging with your local community.
foods. Kickstart your body’s natural detoxification
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process, so you can kick the cravings for good!”
brand strategy
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Purpose
Invite Create Good Vibes Build Community
These are words that can be used to figure out our “why”. Why we are communicating to our ideal client, why we’re helping them and why they should choose us. We will reference this whenever we are creating for your brand. Whether it be for your logo, written content,
Connect
video content etc.
Inspire
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How Can We Use This?
PU RPOS E
HOW DO I UTILIZE MY BRAND PURPOSE?
01 – Invite Making the community feel welcome in your space with bright lighting, smiling faces and a warm atmosphere. Invite them in with specials, coupons or freebies.
02 – Create Good Vibes + Connect Creating an environment where people feel safe and known is *key* to the vibes. Not taking it so far that it feels “exclusive” though. At The Pulp, everyone is welcome and the vibes are *immaculate*.
People don’t buy what you do, they buy why you do it. Your brand purpose is your brand’s reason for being. This should be something that is deeply embedded into your business practices. Your audience will notice if you’re not committed fully to your purpose. Your purpose should
03 – Build Community By continuing to contribute to your community through fundraisers, drives and by staying connected with local businesses and residents, you contribute to the overall community of Stratford and become a STAPLE!
resonate with your ideal clients and make you their number one choice.
04 – Inspire You ever clean your house and then feel inspired to get the rest of your shit together? By providing your community a healthy meal, you could inspire them to organize their home, exercise or improve their lives in another way. Everything starts in your gut.
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Your Tagline
TAG LI N E O PTI O N S –
Your tagline will be used alongside your logo as a quick and efficient way to peak the interest of your ideal client. Think of it like a slogan or motto. This will become a consistent way to build brand recognition and trust.
01 – Fuel The Good 02 – Food That Feels Good Inside & Out 03 – Good Vibes, Good Food. 04 – Nourish Your Day 05 – Healthy Food For Everybody
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Your Key Messages
KE Y M E SSAG E S –
Your key messages are the main
01 - The Pulp is Stratford’s quick-service, health-focused
written messaging that tells us
restaurant + juice bar that offers delicious food anybody can
what you do, who you do it for and
enjoy, whether you’re on-the-go or sharing a meal with friends.
why. This is how you can succinctly describe your business in your branding and in conversation. Your key messages will be used conversationally and in website copy. We will be using all of the following key messages in different areas of your business.
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02 - We serve up locally-sourced food, juice cleanses and subscription boxes that are made in-house daily — just like our passion for helping you fuel your body the healthy way. 03 - We’ve got allergen-free and plant-based snacks + beverages, so you can skip the frustration that comes with traditional fast-food and explore a full menu made for you.
brand strategy
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Your elevator pitch is a full, allencompassing paragraph about what your business does, who you do it for and why. This can be used in an About section on a website or conversationally. This piece of copy will be used less often but is important to have in order to ensure we’re covering all aspects of your brand.
Your Elevator Pitch
This is like the parent and all the other messaging pieces are it’s children!
The Pulp is Stratford’s quick-service, health-focused restaurant + juice bar that offers delicious food anybody can enjoy, whether you’re on-the-go or sharing a meal with friends. We’re passionate about helping you fuel your body the healthy and sustainable way. We serve up locally-sourced food, juice cleanses and subscription boxes that are made in-house daily — just like our good vibes. You deserve food that makes you feel good inside and out! We’ve got allergen-free and plant-based snacks + beverages, so you can skip the frustration that comes with traditional fast-food and explore a full menu made for you.
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Your Brand Story
Hi! We’re Trena and James, owners and husband + wife team at the Pulp. We began juicing at home, and it quickly became a staple in our lifestyle as it aligned with our values of health and sustainability (not to mention it’s so tasty!). We knew these values are important to many others in our community. But finding food choices that are both convenient and nutritional is tough. Ordering the same gluten-free item in the drive-thru because it’s the ONLY option there gets old fast! So in 2017, we opened the Pulp to offer fresh, convenient and delicious food to folks in Stratford and the surrounding community. Our goal is to offer a full menu of locally-sourced, sustainable food options that can fuel anybody’s busy day. That means plant-based and allergen-free choices for our juices, smoothies, bowls and subscription boxes. Everyone deserves great food that feels good inside and out. Healthy and sustainable is only the beginning! Almost everything is made in-house by our incredible staff, so you can get to know who’s making your food every time you visit. Whether you’re just stopping in for a quick hello with your smoothie, or visiting to try out the daily special with good friends, our space is made for you. We like to spread our good vibes throughout our community by volunteering and partnering with Cycle Stratford, Veg Stratford, The Humane Society, The Local Community Food Centre, Unite for a Bite, and more.
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Next Steps Remember to take your time going through everything and always
feedback
view everything through your ideal client’s eyes. We’ll provide feedback questions via email. It’s important to be as specific as possible when providing feedback — if something doesn’t feel right, try and explain in detail what about it feels off. If you would rather talk about the presentation together, let us know and we can schedule a call.
why feedback is important
Feedback from you is extremely important in this process. This is a collaborative project, yes we will be doing most of the heavy lifting but your honest and detailed feedback will help us do that heavy lifting.. you’re like our spotter at the squat rack! We are the vessel for your ideas and we will bring them to life with curated, honest and transparent feedback!
what’s next?
Next, you will fill out the Brand Strategy feedback form. If you have revisions, we’ll do those in the next step. If not, please approve and we can move on!
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