Client Need: A business and brand strategy, brand identity, label/packaging, sales and marketing plan, and sales development. Overall, just about everything to launch a successful brand!
Approach: The BrandWerks Group has created and developed dozens of businesses and brands for our clients. We work primarily with food, beverages and consumer packaged companies. Many have fairly unique products, but B. Buttons & Company’s square-shaped, colorful, artistic, and one-of-a-kind soaps are truly different. They truly stand out among the sea of generic soaps. And that’s a good thing because consumers and retailers aren’t exactly looking for another soap.
Solution: Our first order of business was to determine the future vision of the owners, the brand, and the business. For the brand to be successful, it’s critical that all visions are in sync. So, we started with BrandVision™, our proprietary strategic development process. Simply described, BrandVision revolves around several interactive ideation exercises, each building on the other as we “funnel” ideas and initiatives to build the business or brand. Early on we determined that for best results, and for margin and cash flow optimization, the company should focus initially on online sales, with Etsy being a top priority. The soap creations would be perfect for specific niche markets, and consumer uses, e.g., wedding favors, shower gifts, household decoration, etc.
Next, we helped B. Buttons improve their brand identity and labels. These are fun, happy soaps – full of vibrancy, texture, shapes, individuality, and emotion. We wanted to bring those brand values to life, but also communicate a more professional design look and feel.
The labels, both B. Buttons-branded and custom label, had to communicate important features/benefits and other required messaging, but also clearly show off the product. Working with the limited space (approximately 1.25″ cube), was a challenge, but we pulled it off.
Then, the 20-pack carrier. Our objective was to create a unit small enough to be merchandised on store shelves as well as counter tops. Merchandising on counter tops and adjacent to cash registers would increase impulse purchases and sales. For practical reasons, to reduce investment in packaging, we decided on a single design that could incorporate any product “flavor”. The carrier would also have a pop-up top that, when folded back, create point-of-sale signage that communicates the brand and its product features and benefits. We also included a pricing spot for retailers to add unit pricing.
To help B. Buttons & Co. launch the brand, we developed a retail sales and distribution strategy. BrandWerks has significant key account sales experience, and maintains established relationships with many grocery chains, such as Natural Grocers, Whole Foods, Costco, and local retailers like Alfalfa’s. To help the company’s sales efforts, we developed a sales flyer and intro packets for buyers. We then made actual account calls on B. Buttons behalf.
At BrandWerks, we believe it’s important to always “be the brand“. For B. Buttons & Co. they are the brand…square in everything they do. They also realize, that in order to be successful, it takes more than just product uniqueness. It’s about having a comprehensive development plan and the ability and perseverance to focus on sales and distribution. Proving the business/brand proposition first online was a critical success factor. Now they are ready for retail and the next level. Good luck B. Buttons & Co.!