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Jessi Haggerty, RD

My goal was to brand myself, Jessi Haggerty.  I'm a Registered Dietitian, Cook, and Sustainable Food Expert who shares advice through personalized counseling and multimedia resources.  

I think I was best able to sum up how I've organized my brand strategy through the worksheets given, so I am going to attach what I wrote there, with some extra explanation.  

1. In one year, what do you want your brand to be known for?

Providing expert wellness advice and services to clients and readers in a creative and humorous way that motivates change and encourages inspiration and curiosity.

2. The people who love your brand most care about:

Health, Wellness, DIY/Creativity or these are the things they want to care about, but find that they are lacking the time, money, and motivation to do so.  These people are STUCK and ASPIRE to make change.

3. Your brand is NOT:

Crossfit, Zumba, Fad Diets, Paleo, Vegan

4. Above all else, your brand stands for:

Motivating people to reach their highest potential through their relationship with their food, body, and community.

Target (who is the brand trying to reach - demographic and mindset):

  • Men and Women ages ~ 20-60 who aspire to live a healthier lifestyle.  
  • Services will be structured to target different demographics mainly based on income level and stage of change.  

Insight (what deep consumer need is the brand trying to solve):

  • The desire to live a healthier lifestyle through better eating habits, exercise routines, and overall positive mindset.  
  •  "Hacks" to living a healthier lifestyle that are not time consuming or expensive.  

Key Idea (the core purpose of the brand - should be pithy & inspirational):

To make healthy living creative, fun, and desirable- not something that is a chore.  This brand is NOT a 'no pain, no gain' mentality, it is 'walking the walk' to get others to follow.  

Supporting Facts About the Brand:

1. 80% of survey respondents believe they can benefit from making positive changes to their lifestyle.

2. Time, Money, and Motivation are the biggest barriers to making change.

3. People likely get their information through social media, written articles, books, and blogs (versus one-on-one assistance). All mediums where my brand can infiltrate advice.

3-Word Personality (the brand’s tone):

Humorous

Creative

Aspirational

The one piece of information I found helpful in my survey was that while most people when asked "On a scale from 1 to 5, how much do you believe you can benefit from making changes towards a healthier lifestyle (eating healthier, exercising, meditation). 1 = not at all, 5 = extremely" 77% of surveyers answered 5 (and 97% rated 3 or more).  

However, in the following question, I asked "On a scale from 1 to 5, how willing are you to make changes towards a healthier lifestyle? 1 = not willing at all, 5 = extremely willing." Only 23% rated a 5.  

This made me think that there is obviously a missing link where people know they can benefit from change, but are not willing to do it.  This is why I see this brand as having to be aspirational.  Not just something that gives people information, but gets them excited about making healthy lifestyle changes.  Something that allows them to envision a better life because of it, while also taking the time, money, and motivation barriers/excuses out of the equation.  

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