Building a Brand
Sage Home Harmony
Every brand — big or small — has a story to tell. This was definitely the case with a brand we recently created for an SF Bay Area client. After years spent in the corporate world, our client, Joana, left her sales career to start up a business providing eco-friendly organization services. The organization industry is thriving thanks, in part, to the likes of Marie Kondo and The Home Edit TV show. But it’s also a highly competitive market. So we knew we needed to take Joana’s business idea and turn it into a distinctive, compelling brand to help her stand out from the competition and capture the attention of potential clients.
Laying the Foundation
We kicked things off with a series of conversations between Joana and our team to better understand exactly what she wanted for her brand. She was very clear from the get-go about two things:
- the importance of sustainability
- her desire to offer a variety of services beyond traditional home organization—including small business organization, estate downsizing, and move-in services
Our team analyzed industry trends, consumer behaviors, and competitor strategies, and quickly noticed many professional organizers focused almost exclusively on private homes. And very few appear to integrate sustainability into their service packages. That’s when we realized the importance of positioning Joana’s brand to lean into her commitment to sustainability while emphasizing her diverse services.
Bringing a Brand to Life
Once we completed the foundation work, we switched gears to focus on building the brand’s look and feel from the ground up. This included coming up with a name, logo, voice, and core messaging (including purpose, mission, values). We wanted Joana’s brand to appeal to busy professionals and families looking for an expert to effectively manage their organizational needs. So we crafted each element to communicate her commitment to sustainability and simplicity, ensuring her services are perceived as a cut above the conventional offerings. After several meetings with Joana and some workshop sessions with the team, we ended up with a final product that tied in with her overarching expectations and goals including…
Finally, we created comprehensive brand guidelines to maintain her elevated brand perception and ensure consistency across all customer interactions.
Maintaining Momentum and Evaluating Impact
Once we finalized the brand, we built and launched a full suite of digital content, including a website, auto-response emails, and social media profiles. As part of our ongoing commitment to nurture brand growth over time, we began monitoring performance and making adjustments as needed. For Sage Home Harmony, this will mean continuously adjusting and optimizing strategies to ensure the brand remains vibrant and effective in a crowded market.
We also shifted our focus to Joana’s need for traditional, non-digital marketing materials. Because of her emphasis on sustainability, we really wanted to avoid going overboard with print items and made an effort to keep as much as we could in the digital realm. But in some cases, like business cards and brochures, we needed to go old school and produce small-batch quantities of physical collateral.
As with all our clients, our partnership with Sage Home Harmony extends well beyond the initial brand launch. We will remain actively involved in developing social growth strategies and crafting compelling blog content that reinforces the brand’s ethos. Our commitment to long-term collaboration will ensure Joana and her brand continue to thrive and grow into a successful business.