Advice and brand re-launch strategy
Context and brief
During 2021 and the beginning of 2022 I had the opportunity to collaborate advising Entropy, a Mexican e-commerce marketing agency, whose core business is distributing social ads on different platforms focused 100% on conversions
The work assigned to me consisted of helping them structure their brand strategy, as well as rethinking some aspects of their business and marketing strategy.
Collaboration
The activities that I carried out within my work as a consultant and strategic freelance were in two phases:
PHASE 1
A research with internal and external participants. Interviews and qualitative study to identify: the competitive environment, areas of opportunity as a brand and company, find the value proposition and the most competitive positioning of the Entropy brand
Creation of a brandbook, in which the identity of the brand was developed at a graphic level but also at a strategic level: the development of its DNA
Consumer analysis: identification of buyers persona and consumer journeys
Brand positioning and strategy proposal: Tagline, strategic business and communication pillars, brand DNA file
PHASE 2
Based on the results obtained, the next moment was to help implement the strategy into tangible actions, so my work at this stage consisted of:
Direct and coordinate the communication strategy in social networks and blog of the site
Direct and coordinate the execution of the brandbook in various internal and external communication pieces: Social Media pieces, newsletters, internal and external presentations, creation of an institutional template, email signatures
Coordinate the redesign of the site according to the new communication strategy with the internal team
Direct and coordinate the creation of new services for the company that adhered to the positioning strategy that was wanted to be achieved (and that were successful in launching them)
Give strategic advice to a part of the agency's clients to support the launch of the new consulting service for small businesses
Plan strategic communication campaigns for the brand (Buen Fin -Mexican Black Friday- and Christmas Campaign)
Here are some examples of my work:
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