Lula Branding Process
Understanding Your Audience: Artisans & Scholars (10-35)
Interests:
Creativity & Expression: These individuals are passionate about their pursuits, whether it's art, crafting, academic studies, or a blend of both. They value tools and materials that allow them to express themselves and bring their creations to life.
Functionality & Efficiency: They appreciate practical things that make their lives easier. They desire bags that are sturdy, well-organized, and adaptable to their diverse needs.
Sustainability & Quality: Many resonate with eco-conscious and ethically sourced products. They value durable materials and construction, ensuring their bag will accompany them on their creative journeys.
Community & Connection: This age group thrives on belonging and sharing. They appreciate brands that foster community, support their passions, and celebrate their individuality.
Fears:
- Limited Resources: Budget limitations can be a concern, so they seek value for their money and products that last.
- Disorganization & Loss: Losing tools or having clutter hinder their creative flow. They worry about bags that aren't secure or don't properly compartmentalize their belongings.
- Inferior Quality & Disappointment: Investing in a bag that doesn't meet their needs or breaks quickly can be discouraging. They fear wasted money and missed opportunities for creative expression.
- Lack of Recognition & Validation: Feeling unseen or unsupported in their pursuits can be demotivating. They long for brands that understand their unique needs and celebrate their individuality.
Opportunities:
- Personalization & Customization: Offer options for custom compartments, color choices, and functional add-ons to cater to their diverse needs and preferences.
- Community Building & Engagement: Create online forums, workshops, or events where they can connect, share their work, and inspire each other.
- Sustainability & Ethical Sourcing: Appeal to their eco-conscious values by using recycled materials, supporting fair labor practices, and promoting mindful consumption.
- Collaboration & Brand Advocacy: Partner with artisans, scholars, or influencers in their communities to create authentic partnerships and reach a wider audience.
Challenges:
- Juggling Multiple Roles: They often balance studies, work, and creative pursuits, requiring bags that adapt to their shifting needs throughout the day.
- Finding the Right Fit: Existing bags may not accommodate their unique tools and materials, leading to frustration and discomfort.
- Staying Inspired & Motivated: Maintaining creative output and pursuing their passions can be challenging. They need tools and a supporting community to keep them fueled.
- Budget Constraints: Balancing quality with affordability can be difficult. They seek durable solutions without breaking the bank.
Persona:
Meet "Makers on the Move": Creative and passionate individuals who juggle studies, work, and artistic pursuits. They value quality, sustainability, and functionality, seeking a bag that adapts to their diverse needs and fuels their creative journey. They crave connection and recognition, wanting a brand that understands their unique world and celebrates their individuality.
10 Branding Messages to Connect:
- Made for Your Craft: Design bags that cater to specific professions and activities, showcasing their passion and commitment.
- Organize Your Hustle: Emphasize compartmentalization and functionality, helping them conquer chaos and maximize their efficiency.
- Built to Move: Highlight durability and comfort, ensuring their bag can handle any adventure or commute.
- Express Yourself: Offer customization options and celebrate their individuality through their bag.
- Creatives Unite: Foster a community through events, online platforms, and brand collaborations.
- Carry Your Dreams: Connect with their aspirations and show how your bag empowers their creative journey.
- Made with a Conscience: Appeal to their eco-conscious side by promoting sustainable practices and ethical sourcing.
- Invest in Your Craft: Position your bag as a valuable tool that invests in their long-term creative success.
- Fuel Your Hustle: Inspire them to keep creating and offer resources and advice to keep them motivated.
- More Than a Bag, It's You: Emphasize that your brand understands their unique lifestyle and values, becoming an extension of their creative identity.
Audience Archetype:
- this audience has the primary archetype as creator, and the secondary being the explorer & rebel.
- Creator / Inventor: This archetype embodies creativity, craftsmanship, and the desire to build or create something tangible. Their passion and dedication drive them to pursue their artistic or scholarly endeavors, seeking tools and resources that support their expression.
- Explorer: This archetype thrives on curiosity, discovery, and pushing boundaries. They embrace the unknown and seek experiences that broaden their horizons. Their journeys might take them to different physical locations, but also involve exploration of their inner world and intellectual pursuits.
- Rebel / Outlaw: This archetype values independence, nonconformity, and breaking free from limitations. They challenge the status quo and seek unique solutions to problems, potentially reflecting your audience's desire for personalized and adaptable tools like your bags.
Competitive Landscape:
Our audience of artisans and scholars (10-35) means we likely encounters 2 main categories of competitors:
1. Generic Backpacks & Totes:
Strengths:
- Widespread availability and accessibility in various retail channels.
- Familiarity and brand recognition of established brands.
- Lower price points due to mass production and economies of scale.
Weaknesses:
- Lack of specific features for artisan/scholar needs (drawing board compartments, tool kit organization, etc.).
- One-size-fits-all approach may not cater to diverse carrying needs.
- Potential for lower quality materials and construction due to cost-cutting.
Opportunities:
- Introduce modular or customizable features to add functionality for specific crafts or activities.
- Focus on sustainability and ethical sourcing to appeal to their eco-conscious values.
- Offer specialized collections for different professions or hobbies.
Threats:
- Difficulty competing on price with established brands and mass-produced bags.
- Generic designs might struggle to stand out in a crowded market.
2. Niche & Artisan-Focused Bags:
Strengths:
- Existing reputation in the artisan/scholar community.
- Specialized features and compartments tailored to specific needs.
- Higher quality materials and construction catering to durability and longevity.
Weaknesses:
- Limited availability and reach compared to larger brands.
- Potentially higher price points due to niche market and specialized features.
- Risk of brand fatigue within the specific niche if design innovation slows.
Opportunities:
- Partner with influencers or artisans in the community to reach a wider audience.
- Offer online customization options and build a strong online presence.
- Expand product lines to cater to a wider range of crafts and professions within the niche.
Threats:
- Internal competition within the niche market can be fierce.
- Dependence on specific trends or activities within the niche.
- Potential difficulty scaling up production and distribution if demand increases.
Turning Weaknesses into Strengths:
Here's how you can leverage your competitors' weaknesses to your advantage:
Highlight your specializations: Clearly communicate the unique features and benefits your bag offers for artisans and scholars compared to generic options. Showcase how your compartments, materials, and design cater to their specific needs.
Emphasize quality and sustainability: Position your bag as a long-term investment, focusing on high-quality materials, ethical sourcing, and durable construction. This can justify your higher price point against mass-produced alternatives.
Build community and engagement: Create a strong online presence and cultivate a community around your brand. Offer workshops, resources, and events for your target audience to connect and share their passions. This fosters loyalty and differentiates you from niche competitors focused solely on product.
Embrace innovation and adaptability: Regularly introduce new features, designs, and customization options to stay ahead of the curve in the niche market. Offer modular components or accessories to cater to evolving needs and trends within the artisan/scholar community.
Focus on storytelling and branding: Develop a compelling brand story that resonates with your target audience. Show how your bag empowers their creativity, supports their journey, and reflects their values. This emotional connection can set you apart from competitors simply offering specialized features.
Defining Market Position:
- what's the change in the world that makes my product a "must have"?
- what change makes us leaders to help people transition to new feeling and experience?
- what is possible once customers partner with the brand.
UNIQUE SELLING PROPOSITION:
- What does lula sell that is not on the market, what gap is it filling to heal the pain of the gap?
- do you help people do new things, or the same thing better?
- can you solve a specific problem faster?
- is your product or service of higher quality? How?
Are you cheaper, if yes how can customers trust you over costly competitors?
Building The Positioning Strategy:
- what does lula stand for?
- what pain does it solve?
- who does it help?
- why is lula unique?
- the payoff gained from using it?
Lula helps [audience] creative & passionate individuals [pain-point] who juggle studies, work, and artistic pursuits to keep their tools & products safe, secure and organized to unlike [competitor] regular bag producers Lula's solution is [differentiator] seeking a bag that adapts to their diverse needs and fuels their creative journey.
- what is common in our competition & what language do they use, where are your audience needs not being met?
Uncover Brand Character:
The brand character is the reason why people connect with the brand.
Voice and Tone:
Innovative: The brand communicates with a voice that is forward-thinking, inventive, and always seeking new ideas and solutions.
Rebellious: The tone is bold, edgy, and unafraid to challenge the status quo. It may push boundaries and question conventional norms.
Adventurous: The brand's communication is adventurous, daring, and full of excitement. It encourages its audience to step out of their comfort zones and explore new possibilities.
Authentic: While rebellious and adventurous, the brand maintains an authentic voice that resonates with its audience. It values honesty and transparency in its communication.
Empowering: The brand's tone is empowering and encourages individuals to embrace their creativity, uniqueness, and independence.
Lula Overall Character:
Innovation: The brand is constantly pushing boundaries and exploring new frontiers. It embraces change and disruption as opportunities for growth and evolution.
Rebellion: It challenges conventions and disrupts industries with its unconventional ideas and approaches. It's not afraid to stand out and make a statement.
Exploration: The brand embodies a spirit of adventure and exploration, encouraging its audience to embark on journeys of self-discovery and personal growth.
Freedom: It values freedom of expression, individuality, and self-determination. It empowers its audience to break free from constraints and pursue their passions.
Creativity: Creativity is at the core of the brand's identity. It celebrates innovation, imagination, and originality in all aspects of its communication and interactions.
In summary, our brand combines the Creator archetype with the Outlaw and Explorer archetypes is characterized by its innovative, rebellious, and adventurous personality. Its communication and interactions reflect a voice that is forward-thinking, bold, and empowering, while embodying values of authenticity, exploration, and creativity.
Develop Communication Strategy:
The story we tell the world, the message Lula is sharing to the world - is based on the story of the audience. We speak to their pain, their passion and purpose. We are not selling a product, we are remove obstacles in their path.
1. The Rebel Artist:
- Name: Wren
- Appearance: Gender-fluid, with a confident swagger and a messy creative energy. Think wild hair, paint splatters, and an ever-present sketchbook.
- Story: Wren dropped out of art school, disillusioned by rigid rules. They now travel the world, creating street art and performance pieces that challenge the status quo. Their Lula bag holds their tools of rebellion: spray cans, markers, and scraps of discarded materials.
- Values: Wren embodies originality, defiance, and pushing boundaries. They inspire others to break free from convention and unleash their own creative expression.
- Quote: "Art is an explosion, not an equation. Make it roar."
- Slogan: Lula: Your canvas, your rules. Break free, create chaos.
- MESSAGE: Lula is here to protect your need to control the environment, your work and keep things in the order that you love them to be in. Lula is ready to hold your material while you show the world a different way.
The Nomad Scholar /Artisan:
- Name: Anya
- Appearance: A curious soul with a thirst for knowledge, Anya balances a vintage aesthetic with practical gear. Think worn leather boots, travel journals, and a trusty compass necklace.
- Story: Anya has walked ancient ruins, hiked hidden trails, and explored forgotten libraries. Her Lula bag carries maps, field guides, and research notes from her global adventures.
- Values: Anya champions intellectual exploration, adaptability, and a deep connection to nature. She encourages others to question, wander, and seek wisdom beyond the classroom.
- Quote: "The world is your classroom, curiosity your textbook. Keep exploring, never stop learning."
- Slogan: Lula: Carry your wanderlust. Every journey starts with a single step.
- MESSAGE: Lula is here to protect your work while you travel to a place to expose or create it. Lula will let you carry your dreams with joy that it will be safe and people will respect your status.
The Inventive Inventor:
- Name: Leo
- Appearance: A tinkerer with an infectious enthusiasm, Leo's eyes sparkle with ideas. Think mismatched overalls, pockets overflowing with gadgets, and a perpetual smudge on their cheek.
- Story: Leo transforms scrap metal into robots, repurposes abandoned buildings into art installations, and dreams of inventions that will change the world. Their Lula bag holds tools, prototypes, and blueprints for their next big idea.
- Values: Leo embodies resourcefulness, ingenuity, and a playful approach to problem-solving. They inspire others to see the potential in the ordinary and create solutions outside the box.
- Quote: "We are the dreamers, the rebels, the makers. Together, we build something extraordinary."
- Slogan: Lula: Where creativity meets passion. Join the tribe, ignite your spark.
- MESSAGE: Lula gives you the space you need to innovate our way of life, Lula wants to take the shape and form you need for you to have one carriage for your innovative ideas and tools.
Brand Attributes For Archetypes:
Creator:
Colors: Greys, teals, reds, oranges, and blues.
Fonts: Inspiring, beautiful, and italics.
Outlaw:
Colors: Black, dark reds, and dark oranges.
Font: Shock factor with bold and non-conventional fonts.
Explorer
Colors: Simple and primary colors like reds and blues with some greens.
Fonts: Authoritative, commanding, and bold.