Building A Brand: Engage Your Wellness
When Dabney Poorter came to us with her business, Engage Your Wellness, it seemed to have wonderful potential, but the overall business strategy was a bit scattered. I wanted to help Dabney clarify what her business offered, how to convey this to consumers, and make recommendations to help her business grow in 2017. Giving Engage Your Wellness a brand personality was key as this set the foundation for each recommendation given to Dabney. I was able to determine what consumers really wanted in terms of health and wellness through in-depth interviews and in turn utilize this information to help Dabney communicate her brand in an effective and clear way. Through the use of paid, earned, and owned media, I found ways in which Dabney could connect with consumers in the Dallas Fort Worth area who fit her target market. This was
done through the use of a plans book which can be viewed below. This project allowed me to connect the key points involved with creating a strategy, including research, problem identification, target market development, idea generation, and solution implementation. Overall, I was able to use what I have learned about brand communication to bring focus and life to a brand with wonderful potential.