The manufacturer put out an amazing product, but lacked a refined strategy that competitively positioned its own influence and the promise of passion, excellence, and commitment towards responsive hair care solutions. The brand needed stronger, emotional validation and impeccable articulation.
As we began working with Influance, we acknowledged them as true a minority-owned product brand, but minority as the intimate response to authentic beauty.
Our preliminary strategy included molding a refreshed and meaningful relationship around the brand to elevate its emotional association with buyers.
The rebrand involved evolving not just their definition and positioning strategy, but the way they generated experiences to attract leads, their brick-and-mortar engagement via hair salons, and the experience of vital touchpoints. Our goal was to transform this brand from the “good alternative” to the fundamental and emotional must-have.