EPISODE 1: KATHERINE CAREY
Katherine is like most entrepreneurs lots of creativity and heart to help others. This act of service was killing her brand. Learn how we transformed her passion into profit while still letting Katherine share her heart with the world.
THE BRAND SKINNY
1. HOW YOU CAN RELATE:
As entrepreneurs, we all have multiple passions that many times we can’t verbalize or see the common denominator between them all. We just feel in our hearts that we must share and speak to all of these different avenues.
Katherine just wanted a profitable brand doing what she loved and eventually growing beyond a one-woman show.
2. THE DISCONNECT:
The brand disconnect for Katherine was claiming the aspect of her brand that she loved the most and that her paying audience loved too.
3. THE BRAND STRATEGY:
Though Katherine is a product based brand, it is truly lifestyle focused. The woman who purchases her hats has a distinct style and wants the experiences of life.
Focus on the woman behind the hat vs. just selling product
Create a visual experience online where people want to stay, explore, and shop
Bring the online experience offline into a multisensory experience with upgraded packaging and details
Choose a unifying platform to make it easier and less time to run the business
4. EVERY ENTREPRENEUR'S LESSON:
Instead of selling hats, offering coaching services to local creatives, and an entire series on wanderlust. All of her messages we put under the hats. She uses local vendors and services to block her hats and source her packaging. We used local jewelry artisans in her product photoshoots to accent Katherine’s work, and we share the story of her travels to fashion shows and finding vintage trim in faraway lands.
5. CONTENT MARKETING AND IMPRESSION MANAGEMENT;
Katherine's work is all about the story. Instead of offering the classic newsletter she is partnering up with some of her fellow style businesses to produce a twice-monthly blog called Style Kat talking about all things fashion.
Her blog will feature the stories behind the materials, style, and design of each of her creations. While her Instagram feed features the “day in the life” of her creations showing the versatility and perfect wardrobe accessory the right hat can be.
As long as Katherine leads with the hats and uses models not a mannequin to sell her latest creations, then I have no doubt that Katherine will have the brand of her dream sooner than later.