Starting with big brand questions
When a husband and wife team acquired California Cotton Home, they weren’t quite sure how to talk about their company’s brand. What was their overall mission? How did they see themselves fitting into the competitive landscape? What did the voice of the company sound like? Wordland set up a series of workshops to uncover the answers to these important questions. We also got to work updating the company’s online presence.
Understanding the competition for better positioning
We started by researching California Cotton Home’s competitors to find areas in which the linens company could differentiate themselves from others sharing the same retail space. We analyzed competitors based on the language used to market products, the quality of the photography used, and their social media presence, among other features. This gave us a broad understanding of the market as a whole, what customers were looking for, what other companies were offering, and possibilities for ways in which California Cotton Home could position itself to stand out from a cluttered market.
Once we had a positioning strategy defined, we held a workshop to come up with attributes that could be used to describe the brand. These attributes helped us understand the company’s personality, which would come through in every aspect of its communications and online store.