Achieve Success Building a Brand. Insights and Strategies

Part 1

A Journey Toward Growth - Consulting Points and Tools for Tsvite Teren

Tsvite Teren, a thriving Ukrainian brand specializing in ceramic jewelry, is enjoying a remarkable success driven by the pillars of public support for Ukrainian-made products, national pride in unique creations, and the need to belong and proudly represent their heritage. As they continued to make waves in the industry, the team recognized the necessity of organizing their processes to scale effectively and establish themselves as a prominent brand. Here are the key consulting points and tools that were discussed.

Business Process Management (BPM) and Process Optimization

Growth-Oriented Strategy: Tsvite Teren's core goal was to structure the business for expansion and optimization. Streamlining processes became the cornerstone of this strategy.

Process Enhancement: The team acknowledged the importance of evaluating and refining existing processes to ensure seamless synchronization and efficiency. They explored the use of graphical symbols to visualize these processes effectively.

Process Visualization Tools: The KSE expert Oleg Zubchenok recommended utilizing "Cawemo.com," a platform that simplifies the graphical representation of processes, enabling team members to comprehend and implement them more efficiently.

RACI Framework: In pursuit of clarity, the team discussed the RACI (Responsible, Accountable, Consulted, Informed) framework to define roles and responsibilities within their processes.

Client-Centric SIPOC: The SIPOC model came into focus, serving as a valuable tool to scrutinize every aspect of the processes and identify key stakeholders.

Addressing Supplier Challenges: Recognizing the potential pitfalls of unreliable suppliers and quality control issues, they are looking into solutions to fortify their supply chain.

Export Preparation and Intellectual Property Protection

Prepping for Global Expansion: KSE expert Mykhailo Lutskiy explained how the comprehensive export preparations need to be made, including essential elements like barcoding and the imperative of trademark registration. Intellectual property safeguards were underlined as pivotal.

EU Trademark Registration: The team grasped the significance of registering trademarks within the European Union (EU) to secure legal protection across all 27 EU member states, further fortifying their brand.

Safeguarding Intellectual Property: A detailed exploration of strategies to deter unauthorized replication was undertaken, emphasizing the importance of a solid legal foundation.

Barcoding for Market Entry: Recognizing the practicalities of entering the EU market, they emphasized the importance of barcoding for their products to meet regulatory requirements.

Brand Building and Marketing

Nurturing the Brand: Volodymyr Semenikhin, a seasoned marketing expert and a KSE consultant, spearheaded discussions on building the brand's presence, both externally (for customers) and internally (within the team). Instilling a collective commitment to brand-building needs to become integral to the journey of Tsvite Teren.

Mission and Emotional Bonds: Recognizing the power of emotional connections, the team deliberated on involving their workforce in the brand's mission. These bonds with customers would drive sales and loyalty.

Mapping the Customer Journey: They acknowledged the significance of an organically evolved brand and considered timing for advertising, ensuring it would align with their growth trajectory.

Crafting the Brand Story: The team understood the necessity of a compelling brand narrative and explored strategies to engage with the community they'd built. They emphasized maintaining impeccable standards and steering clear of errors when working with brand ambassadors.

Tsvite Teren's journey exemplifies a brand set for greatness, rooted in the values of supporting local craftsmanship, showcasing uniqueness, and fostering a sense of belonging. Their proactive approach to organizing processes and protecting their brand lays a strong foundation for future growth and success.

Part 2

How to Build a Fast-Growing Brand - A Case Study on Tsvite Teren

Now, let's explore how to build a fast-growing brand, using Tsvite Teren's journey as a case study. Here are the key steps and strategies to consider.

1. Develop a Compelling Brand Story

Begin with a unique and engaging brand story that resonates with your target audience. Tsvite Teren's journey started as a hobby, which added a personal touch to its story. The nation’s strive to promote Ukrainian culture and heritage also became an integral part of the brand’s story. 

Considering building a brand? Start with a story. Brainstorm on what your brand is and what it isn’t! What motivates your brand, and what motivates your target audience. 

2. Understand Your Audience

Identify your primary and secondary audiences. Tsvite Teren caters to the fashion-forward jewelry enthusiasts, lovers of Ukrainian culture, and gift buyers. This audience loves not only Tsvite Teren’s jewelry, they love to show it. Its the possibility to join in, post photos of themselves styled like a fashion magazine, what drives the engagement, and thus sales of this brand.

When thinking about an audience, think of a real person. Imagine your friend or family member, who would be a perfect representation of the group of people who would benefit from interacting with your brand. Think what they will be buying - status, comfort, statement, sense of belonging, etc.

3. Personal Approach to Customer Interaction

Use a personal touch when communicating with customers. Tsvite Teren's success came from direct communication and a focus on customer experience.

As Volodymyr wisely mentioned, if Tsvite Teren hadn’t organically used this method from the start, they would need to artificially build this intimate relationship with customers now. So start with genuine care and top-notch customer service, which will build a community, praising your brand.

4. Discover Your Niche

Find a unique selling point that sets your brand apart. For Tsvite Teren, it was the tactile experience of their jewelry and the idea of collecting them.

To find out what is the unique selling point for your brand, watch your customers interacting with your products or services, ask them about their thoughts and dig deeper in their motivations. You might discover unexpected insights; for instance, instead of what you believed to be your standout feature, like affordability, could actually be driven by a trend set by a certain demographic group that uses your product and sets the trend.

5. Focus on Sustainability

Consider ecological sustainability, especially when targeting European markets. Sustainable practices are increasingly important to consumers.

Aspiring brands should not overlook this trend and should contemplate embracing inclusivity, sustainability, social engagement, and more.

6. Protect Your Intellectual Property

To ensure the long-term success of your brand, it's essential to take measures to protect your intellectual property. This involves registering trademarks and exploring legal avenues to prevent unauthorized copying. For brands like Tsvite Teren, which face the genuine threat of counterfeit products, it's crucial to strategize effectively.

7. Optimize Business Processes

Continuously optimize your internal processes to support growth. Tools like Cawemo.com and the RACI framework can aid in this.

While operations management is not a priority when building a brand, it is essential to building a business around it. This is something that can make or break a company in the long run.

8. Build Emotional Connections

Create emotional connections with your customers. Tsvite Teren achieved this through a brand mission and personal engagement. 

To find your brand's mission, champion a cause beyond profit. When your brand stands for something meaningful, beyond financial gain, it resonates with a broader audience, making people more receptive to your message and eager to share it.

9. Timing for Advertising

Launch advertising efforts strategically, once you have organically developed your brand and community.

Consider the purpose of the advertising campaign. Use your brand story, your mission and your following’s insights to create a powerful message that resonates with your audience and makes them want to experience your brand.

10. Maintain High Standards

Uphold high standards in both product quality and brand representation. Avoid mistakes that may damage your brand's reputation. 

The devoted audience may not forgive you for missteps, wrong announcements, or even an absence of opinion.

11. Adapt and Innovate

Stay open to change and innovation. Tsvite Teren found new value by connecting generations and patenting its designs.

By following these steps and learning from Tsvite Teren's journey, aspiring brands can set themselves on a path to fast growth, even without relying on extensive advertising. Success comes from a compelling story, a deep understanding of the audience, a personal approach, and continuous improvement.