LACQUER & GOLD
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(brand voice matrix personality/tone)
Define your current vision, mission and values
Why does your company exist?
What does your company do?
How do you do what you do?
Utilize research to your advantage.
a) What is your industry? (fashion, interior design, accounting)
b) Who are your customers? They are your market.
High-end home owners. Homeowners who consider interior design to be a statement of who they are and what they believe their lives to represent
c) How large is your market?
Identify your competitors.
d) Who are your possible competitors?
e) Look at their social media. This includes their websites. What are they doing right or wrong?
Their websites are very clear about how they want to be viewed. Both are very consistent in their colors and language.
f) How do you compare to them? (Research “white board strategy”)
Ikea manages to talk to their visitors in a friendly and matter of fact manner. They are very practical in their organizational furniture and set the tone for pragmatic design and everyday family life. I appreciate their focus on the family. Our products are not so family centered. We appreciate that all of our customers have families and include them in their interior design decision, but we have not made the family the focus of our marketing efforts. Perhaps we should.
Crate and Barrel have a muted tone to their social media. They do it very well and I want to live in the homes that they are designed for. They are owning their niche. We appreciate how active they are with their community in sharing social media feeds of homeowners who use their products. Their interaction with their customers is very nice.
Visualize your customers and imagine who they are.
1) Who are your future customers as you imagine them?
My future customers have interior design in their heart. Some of them will like the aesthetics of our products, but we envision that most of them will appreciate the fine art of pottery and ceramics and appreciate the work we do. A smaller portion of them will even be a potter themselves.
They appreciate minimal design in fashion, food, media and lifestyle. They are typically professionals and have a simple lifestyle. They like to read. They like to drink wine and cook at home. They will come from multiple ethnicities and backgrounds especially cultures that might even use pottery practically to cook.
2) What do they care about?
Many of them care about what products they have in their homes are attuned to their origins and how they affect their own personal health and the health of the planet during manufacturing. They carefully curate every piece in their home from lamps to building materials. In some instances, our clients even have restored vintage pieces that have been incorporated into the modern design of their home like a barn door or vintage lighting fixtures.