Case Study #2: Brand Definition and Online Image

Presenting Issue

A successful chef, restaurant owner, restaurant consultant, and educator with two published works, the client had taken a career sabbatical for several years. During this time, not only had her online professional presence become obsolete, but the technological arenas for her industry had evolved. The client needed to establish online image representation that successfully translated her personal image into a personal brand in order to pursue future growth. In addition, the client was concerned that distilling her strong personal image into a personal brand could compromise the friendly, socially responsible, family-oriented values for which she was revered. While reviving her writing career with the planned release of a third publication, the client was contacted by a major international media entity for a high profile interview. With her impending third publication, she knew that having a strong web presence to harness the momentum of the interview was imperative, but she did not know how to reestablish an online presence in an evolved, global market, while accurately representing a personal brand.

Diagnosis

The client had not translated her successful personal image into a brand image The client had an ineffective online representation The client had maintained a low professional profile for several years, which compromised her status as an industry expert While online retailers sold the client’s publications, the client did not have channels in place to directly refer online sales Due to the impending media interview, the client had an extremely short time line in which to define her personal brand and rebuild her online image

Solution

Define the client’s personal brand Because the client had a very strong personal image that identified her in her industry, it was imperative that her personal brand accurately reflect her well-established values. Over the course of several interviews, Power of Basics helped the client identify the leading personal and professional priorities that define her career. In addition, Power of Basics worked with the client to describe the client’s future career goals and the values that drove them. Using the client’s established values, priorities, and goals, Power of Basics created an image statement that defined the client’s personal brand, while leaving her ample room for professional growth toward her long term career goals. Build online representation to reinforce client’s personal brand and establish status as an industry expert Using the client’s image statement, Power of Basics built an online web presence that promotes the client’s friendly, personal brand by encouraging customer interactions and fostering online community. Also, Power of Basics created online platforms for the client to provide information, answer questions, and educate her audience, thereby reinforcing her status as an industry expert. In addition, Power of Basics included internet search optimization for the website, directly improving the client’s web presence. Harness media momentum for future growth Building a contact capture system that feeds into a trackable contact database, Power of Basics enabled the client to capture traffic generated by the media interview. The trackable nature of the database allows the client to monitor customer interest and involvement in order to judge the effectiveness of marketing campaigns. In addition, Power of Basics set up online avenues for media outlets to contact the client with inquiries and additional interview requests. Conduct client training to ensure appropriate maintenance of personal brand Over the course of several training sessions, Power of Basics educated the client on the concept of the personal brand, and on confident and accurate brand maintenance. In addition, Power of Basics conducted technical training, enabling the client to manage her personal brand in-house as much as possible, allowing increased marketing flexibility, while decreasing annual expenditures for online brand maintenance.

Client Return on Investment

Definition of client’s personal brand based on the client’s core values, and goals allowing long term sustainability Effective conversion of the client from a strong personal image to a more marketable personal brand, thereby opening the doors for future growth into a company-based model, rather than an individual-based model Development of marketing channels for client to drive online sales Increased number of internet channels that allow the client to provide knowledge and interact with readers to establish the client’s status as an industry expert Improved internet search optimization yielding a more dominant industry presence Decrease in annual cost for maintaining online marketing presence Increase of client control over web presence Increase of online client-capture for future marketing Implementation of trackable online community and that yields increasing numbers of online members and member interactions The entire project was accomplished within the client’s narrow time line, allowing the client to harness the momentum of her high-profile media interview for future marketing of her third publication

Case Study Review

Defining the client’s personal brand immediately opened the door for future expansion by allowing her to initiate online marketing and evolve beyond the limitations of an individualized image. In addition, building a strong online presence that includes trackable client-capture and online community allows the client to utilize the momentum of her media interview to build a contact database for future marketing. Also, the online platforms allow the client to reestablish her status as an industry expert, while providing avenues to drive retail sales through direct marketing. Plus, educating the client on long term marketing strategy allows her to stay on track and continually move forward with a clear, understanding of how to drive sales and foster her personal brand. The client now maintains a robust online presence that allows global representation of her clearly defined, value based, personal brand.

Coffee Catcher Pre-Orders launched

Power of Basics client, The Coffee Catcher has just launched the pre-order page for their product, The Coffee Catcher.

Assisting with the product launch, and online media development, Power of Basics has helped The Coffee Catcher develop their online presence and social media campaigns.

Client Profile: The Coffee Catcher

With a focus on French Press Coffee products, The Coffee Catcher is evolving the way we experience the French Press. Here is a brief profile of their first product, The Coffee Catcher, and the inventors behind the innovation.

The Product.

The story of the Coffee Catcher is one of two friends with a passion for coffee and problem solving, who eventually put their interests together and discovered a business.



It began in 2009 in Bangkok, Thailand where John and his wife were living in a great apartment with bad water pressure. Disposing of the grounds from his French Press in the kitchen sink wasn’t possible, so John resorted to dumping his grounds, teaspoon by teaspoon, into the trash. Back in Seattle, Washington, his friend Nate’s solution was quicker and nastier — head for the bathroom and send 'em down the toilet. All of them loved the full bodied punch of French Press coffee, but the morning ritual was losing its charm.

John started dreaming of a better way to clean out his grounds, and sent some initial scribbles to Nate. Nate loved the idea but promptly pooh-poohed John's design. Eight weeks later, after days of sketching and Skype conversations and weeks of managing prototype development in a basement, the Coffee Catcher was born. 



Today, the Coffee Catcher has been finalized and is headed for production: units are currently available for pre-sale with an estimated shipping date in April of 2010. Your French Press is tired of being scraped and pounded. Sign up and join the revolution!

The Inventors.

John and Nate are self proclaimed “coffee geeks” who are experts at business and supply chain management—they’ve made the process easy, and they’ll give you the support that you need.

John Custer, Co-Inventor


John Custer’s relationship with French Press coffee began at Grove City College, where he wasn’t allowed to have a coffee maker in his dorm…but the rules said nothing about a French Press and a tea kettle. Since then, his life has been punctuated by the coffee experiences that he’s had along the way.

Working for the non-profit SIL International in Jakarta, Indonesia, John spent 5 years facilitating multilingual education and community development with the Indonesian government and local organizations; he also developed a particular fondness for Kalosi Toraja beans from the South Sulawesi highlands and a slight addiction to Sumatra Mandheling.

In Bangkok, Thailand managing SIL’s LEAD initiative, John honed his ability to generate disproportionate success from minimal cash flow — and learned (the hard way!) to bring his personal French Press wherever he goes.






Nate Jones, Co-Inventor

Nate Jones has been drawn to international coffee culture his entire life. He grew up overseas, and returned as an adult to live for several years in Indonesia and Thailand, some of the premier coffee producing regions in the world.

With his International Relations degree from Wheaton College in hand, Nate went to work for non-profit start-ups like SIL International, where he helped launch the LEAD initiative, perfecting the art of creative problem-solving and business-on-a-shoestring along the way.

Nate currently lives in Seattle, Washington with his wife…who first liked him for his French Press coffee.

Consultant Lanae Rivers-Woods speaking at WPPI, 2010

Power of Basics Business and Management Consultant, Lanae Rivers-Woods will be speaking in at the Wedding and Portrait Photographers International (WPPI) in March, 2010. She will join Katarina Garner of GoBoda: Tools for Photographers to present a sold-out Master Class on Work vs. Profitability: stop the bleeding.

Here is a brief synopsis of the Master Class:

Managing your company for tomorrow and not today is critical when doing business. Katarina and Lanae will explain how understanding your financial statements can deeply impact your photography studio business. They will cover various topics including: discerning when it’s time to hire vs. when it’s time to fire, how to foster existing clients, developing a framework for better products, and how to price your work for profit. Over time, your business will develop into a healthier system of information management.

BODA V3 Timeline

Client Profile: J. Garner Photography

Founded by award-winning photographer, Jim Garner, J. Garner photography has bloomed to become an internationally-recognized entity in the photography industry. Sought-after for their stunning wedding images, J. Garner Photography has developed a signature style called Storytelling Photography, which turns photo sessions into a natural, relaxed and enjoyable experience.

The Company.

Jim and Katarina Garner started photographing weddings in 1999. Their love of wedding photography is based on the pure joy they see and feel for the bride and groom and for what a wedding symbolizes—life, love, commitment and happiness.

Jim’s artistic approach fuses several elements, including an editorial fashion sense, a taste for distinctive colors and textures, a relaxed shooting approach and a strong passion for capturing “real life” moments. After the shoot, Jim and the team put their creativity to work and make beautiful, bound art books for each couple that tell the story of their most memorable moments. As a result, Jim and Katarina provide each couple with an amazing collection of images, while allowing the bride and groom to truly enjoy their wedding celebration.

Photographing weddings is more than simply documenting the events of the day. Providing truly great memories requires insight, intuition and the ability to connect with people on an emotional level throughout the entire process. If the experience is positive, in the right hands, great photos will follow. The team at J. Garner Photography is dedicated to providing every client with an amazing experience.

Sensing and capturing the incredible emotions and love taking place on a couple’s wedding day allow Jim and Katarina to provide them with a tangible reminder of their day which will last for generations.

The Lead Photographer.

Jim Garner’s career began in 1993 as a commercial photographer, where his skill for combining technical expertise with an elegant, modern aesthetic enabled him to build a solid business based on satisfied clients and referrals. But Jim’s fascination with communicating people’s life stories soon led him down a different road: to become one of today’s most sought-after wedding photographers. According to American Photo Magazine, Jim Garner is “One of the Top Ten Wedding Photographers in the World.”

Jim has developed a unique style that consistently wins accolades and awards. J. Garner Photography has won in multiple categories at the Wedding and Portrait Photographers International (WPPI) conference for three years running, and recently acquired three awards at the 2009 Western States Regional Competition of the Professional Photographers of America (PPA), including the prestigious Best Wedding Division Entry. Click here for a complete list of recent awards.

An expert in his field, Jim has been published in numerous photography industry publications including Rangefinder, PPA and American Photo Magazine. He is also a popular educator and public speaker.

The Business Manager.

Katarina Garner has a strong business background that’s prepared her well for running the business side of J. Garner Photography. After graduating from the University of Washington, Katarina spent several years in retail marketing, event planning and lease management for some of the largest shopping centers in the United States. She brought her expertise to J. Garner Photography in 1999, and came on board full time in 2005.

In addition to managing the business, Katarina works with clients throughout their experience to build and deliver the perfect photography package for their needs. Years of working with all types of commercial clients on complex issues have revealed Katarina’s natural ability to connect with people, build lasting relationships and look beyond the obvious to identify just the right solution for the project at hand. Katarina uses that talent at J. Garner Photography to provide a truly personalized experience for each and every couple.

Client Julie Kramis Hearne on Martha Stewart Radio...again!

Power of Basics client Julie Kramis Hearne will once again appear on Martha Stewart Sirus Radio!

Listen in on October 15th at 9:15am to hear Julie talk about Cooking in Cast Iron. Co-author of Cast Iron Skillet Cookbook and the Dutch Oven Cookbook, Julie keeps us updated on her cooking exploits via her Cooking Blog.