Brand Led Growth project | wellness_with_ashreen

Product Description

My product is in the business of Content Creation. It is an Instagram based Wellness community, for health, fitness and growth enthusiasts. The goal is to create meaningful content around the three pillars mentioned above and create a one-stop Instagram Page for all things Wellness.

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This page will solve the problem of authenticity in this space; it aims to provide honest well researched information on these topics. Currently, Instagram is full of content creators either following viral fads or giving recommendations off of brand partnerships, rather than personal experience and research.

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Some Key Customer Benefits will be:

• Authenticity of Information around Health, Wellness and Growth
• One stop-shop for all their Wellness needs
• Expert recommendations for these topics

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Currently, our user is solving this problem by the method of trial and error, or by doing they're on extensive research on these topics. There are many Instagram and YouTube channels that one must dig through to connect the dots as to what really works and what doesn't which can take hours if not days of one's time, which our users would rather spend on achieving their goals and striving for success.

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JTBD of our Brand

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As described in the graph above, our product is a new product in a Mature Category, where our key differentiating factor is our allegiance towards providing 100% authentic and well researched content around health, wellness and growth. Our product is also a Pull Product so our JTBD will be to solve for Brand awareness and since it's a new product in a Mature Category our JTBD will also be centered around creating a brand preference and brand trust. Another thing to keep in mind is, since our main aim is to educate our customer Trust will play a very important role in the overall growth of the Brand.

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ICP

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Core Value Prop

For the wellness first generation who needs proven solutions away from market fads, wellness_with_ashreen is a 100% authentic health, wellness and growth content channel.

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Identifying Brand Wedge

The top problem the category is suffering from is too much noise in the wellness industry. Customers more often than not do not know whom and what to trust. They have also had experiences where they might have been misled or misinformed, due to which they probably ended up wasting time or money on unproven solutions for their personal goals.

The top user problem in this case will be that our user does not know what information to trust to achieve their goal due to the lack of authenticity and a lot of noise in the industry.

The biggest non-negotiable for the user will be trust and authenticity of information on how to achieve one's health and fitness goals and how to focus on overall growth in life.

And finally at the core of the Brand Wedge will always be the understanding that our user aspires to prioritize growth at every stage of their life and are working hard towards their wellness, so it is our prerogative to ensure that this hard work comes to fruition through the information that we are putting out.

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Brand Wedge: If category perception is that there is too much noise in the wellness industry, and my user feels that they don't know which information to trust to achieve their health, wellness and growth goals, then my brand will always solve for building user trust by providing authentic and well researched information on this subject.

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Brand Look: I am motivating, but I am not Condescending.​

Brand Tone: I am informative, but I am not pushy.

​Brand Behavior: I am growth oriented, but not unrealistic.

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Application of Brand Wedge

Our commitment to our brand wedge can be seen across all the touchpoints of our page. Starting off with our bio, which clearly states our purpose and gives a subtle shoutout to the people who could potentially be our tribe.

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Moving forward, our videos aim to have a clear value proposition, mentioned right at the top that our users will have access to. We are keen on maintaining transparency and building confidence with our users. We also want to build trust such that if our user is clicking on one of our reels under the assumption that they will learn something new about the topic advertised then they can expect for us to deliver.

Although, we are still finding our footing with respect to the visual design aspect, we are mindful to maintain consistency, clarity and authenticity through that process.

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As a part of building trust within our community, delivering prompt and effective responses to our user's queries is a very important part of our brand, and we have been doing so by being extremely proactive on our comments section and through the direct messages received.

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