Where did the inspiration come from? / What's your story?
Myself – I was set on becoming an independent designer, I've always made my own way through life as a self-taught designer and I've made my own opportunities against the path of what others have told me to follow. I feel like I can now support others who want to take on the challenge of creating something new for themselves.
What makes your product unique?
Luckman builds forward-looking identities, we create brands that are holistic. We're driven by versatility and multi-disciplinary design skills to bring together graphics, illustration and motion. We put blood, sweat and soul to create quality that exceeds expectations.
How does your product fill a void in the marketplace?
We offer strategic branding to companies who can't afford big consultancies. We're flexible enough to work closely with clients, so that we ensure we create business value and deeply resonate with the customers we want to connect with.
We support brands who don't have much, with a small team—we can work on projects that are both big and small and can give smaller businesses opportunities to lift their branding.
Ambitious brands who want to make their own luck. Brands who care about crafted designs with a hand-made touch.
My personal brand audience
The designer's designer, the self-taught learners who have ambition to learn the craft of design. 22-30years old, they're freelancers, artisans and designers.
A brand is an experience or elicited feeling created by a company
Finding your story: the core of your business, your reason and your why. This is the DNA of your brand and cements why you create your brand and the whole backstory of why you came to be.
Knowing your audience: who is speaking, knowing where they are and how are you sure the voice you're using resonates with your customer.
Demographics: How old are they? where are they? Where do they work? What's their income bracket?
Where do they shop? How do they spend their free time? What are they willing to spend on their products? How do they like to engage with products?
Look at the brands that they love and how they're reaching their customer. A target audience doesn't need to be specific. You want your audience to be large, but share a similar capacity.
Downtown New York Woman, always on the and always a little bit overwhelmed and always looking for an experience to offset some of that stress.
Developing your voice: your voice is your copy, your communication channel.
To land on your voice, you need to have a good understanding of who you're speaking to
For us, it's like this cool big sister who has a lot of knowledge but gives it to you straight—that's the Chillhouse voice
Evoke a feeling: Think about what feelings your brand voice should inspire in your customer. Or you might want to focus on data or science-driven research instead if that's important to your customer.
Think about the brand voices that are most iconic to you and why they feel unique. (e.g. Serious vs. Playful).
A name sets the tone for your brand brand voice, as does a tagline that is a "what" of your brand, and a slogan as the "why".
Growing engagement and your audience: Content, should be created not just to sell things, but also help people be inspired and feel things that directly influence them. Speak towards different topics like the self-care category that is authentic and create a community. With no agenda or anything like that. 80% of it is creating content that serves the basic needs of people.
Partnering Strategically: Find a partner that is likeminded and tap into their audience that you can convert over.
Personal brand: Most entrepreneurs forget to work on their personal brand. Your personal brand is another tool in your toolbox for marketing to a wider audience.
Always be working on your personal brand.