EPISODE 12: ROBERTA FREY
A way for people's personalities to be portrayed visually, and yet different to reflect our moods each day. Designing is power, there's literally nothing else about a persons body that can change as drastically as what they choose to wear.
THE BRAND SKINNY
1. HOW YOU CAN RELATE:
We have all been there when life gets in the way of what we want to do with our businesses and we are forced to decide when life wins and when the brand does.
Roberta just wants to do her thing. She wants to create beautiful custom wedding gowns for that nontraditional bride whose design style isn’t the Cinderella wedding norm, or whose body isn’t the average shape or who wants to show off her beautiful tattoos as the works of art she sees them as
2. THE DISCONNECT:
The real disconnect for Roberta was how to visually capture the beauty of her work.
3. THE BRAND STRATEGY:
Roberta’s brand is a hybrid: part product, part lifestyle. Because her bride isn’t the one who adores Cinderella focusing only on all things love and wedding will make her audience flee.
And though part of Roberta’s brand is part lifestyle, it isn’t about her life. It is about the lives of her brides. This allows for Roberta’s brand to grow into bridal empire she wants without impacting the strength of the brand
The traditional brand approach would be to sell wedding dresses, but Roberta’s bride wants and experience. Their NERI™ is profile is rooted in individuality, being the black sheep, but still desiring connection.
Visually capture the beauty of the work and the originality of the audience
Launch out of the box social media content that attracts and educates
Build a site that allows the viewer to get lost and see them in the work
Create visual platforms that attract traditional buyers and the brides
Focus on the main social streams for her unique audience
4. EVERY ENTREPEUNER'S LESSON:
Fearlessness is the number 1 attribute to brands who make it. You can’t care on lots of levels what other people think. You get clear about what you want and who you want and that is all that matters.
5. CONTENT MARKETING AND IMPRESSION MANAGEMENT:
Besides sharing her beautiful pictures and behind the scenes post- Roberta is creating edutainment content for the bride who doesn’t know what to really look for when buying a high-end wedding dress. And because Roberta and her brides have an edgy sense of quirky humor- her tattooed Barbies travel the road with her as she participates in fashion weeks across the country- plus they are the perfect mini model for her latest design inspirations.
Though bridal tends to be a one and done kind of purchase, Roberta’s designs can be worn at any cocktail or black tie occasion even if you aren’t the bride. As a one-year anniversary gift to her former brides, Roberta will mail a handmade broach created from the lace of fabric that bride’s dress as a moment to wear or keep of how much love and beauty was filled on that special day,
Moving forward Roberta always needs to keep a keen eye on the esthetic of her brand and keep a balance between the love and the black sheep side to her brides.