Brand messaging

Dragonfly Designs, a small business dedicated to teaching children and adults artistic skills, relied on word of mouth marketing, referrals, and school promos to attract new customers for many years. With an expanding business they needed concrete brand messaging to attract new customers and make it incredibly easy for their long-term customers to talk about them.

I utilized a framework for our branding that emphasized the customer’s pain point and how the company’s purpose took them on a journey to solve that pain point. After working with the copy writer to create our written messaging, we came up with the message for our tagline that lived on the website header (see image below).

Intentional word choices

I selected the word "craft" because it has the connotation of hands-on, fully immersive creative experience which was a key element of our services. Next we decided on "connect" because our services like jewelry-making birthday parties focus on making lasting memories with loved ones. "Celebrate" was the final word choice because it brought the fun, joyous nature Dragonfly Designs creates in their events. The dragonfly art in between words is another iteration of the standard logo and a clean visual division of the message.

Laying out the vision

In addition to the tagline the copywriter and I came up with a one-sentence descriptor so I could unite the staff behind the company vision.

It was crucial to highlight our various products and services for clarity here so they occupy the later half of the sentence. Word choices needed to be emotional and through-provoking. After analyzing customer language for another project, I knew variations of inspire were popular along with craft and memories. With that knowledge we composed the first half of the sentence.

240% increase in service sales

I then taught both of the new messages to our 25 person staff.

After implementing the new brand messaging we saw a 240% increase in service sales in just one month.