Case Study: Rebranding EverSewn to Increase Brand Awareness and Loyalty
Background
As the Business Manager for EverSewn, a small startup sister company to Bernina, I was tasked with increasing brand awareness and loyalty to drive sales. EverSewn's brightly colored sewing machines naturally attracted a younger audience, but there was a lack of cohesiveness in the accessory products developed at different points in the brand’s history. Customers were unsure of what to expect next, and with COVID-19 driving increased demand for sewing machines, it was an opportune time to rebrand and create a unified product line.
Challenge
The primary challenges were:
Ensuring cohesiveness across all accessory products to align with the brand's identity.
Capitalizing on the increased demand for sewing machines during the COVID-19 pandemic despite low product inventory.
Increasing brand awareness and loyalty among the target audience of young sewists.
Solution
To address these challenges, I implemented the following strategies:
Coordinated Branding: I designed the new branding to coordinate with other creative tools already popular with our target audience. This alignment would help potential buyers recognize and gravitate towards EverSewn machines in stores, as they would match the rest of their creative space.
Style Guide: I worked with the marketing team to create a comprehensive style guide to ensure future products were developed in alignment with the new brand identity.
Product Development: I collaborated with manufacturers to develop new products that fit the new branding. The first product introduced under the rebrand was the "Daniela" sewing machine, named to maintain consistency with previous naming conventions.
Brand Ambassador Program: Modeled after Bernina's program, I developed and launched the EverSewn Brand Ambassador program. I interviewed and selected 12 ambassadors who created various projects—ranging from clothing to quilting to home decor—using EverSewn sewing machines and accessories.
Results
The rebranding and strategic initiatives led to impressive outcomes:
EverSewn sewing machines became recognized as a brand that supports young sewists.
The brand gained popularity online with the target market, exemplified by a viral video that garnered over a million views in less than 24 hours.
EverSewn sold out all of its machines, demonstrating the success of the rebrand and increased demand.
Analysis
Key insights and lessons learned from this experience include:
Understanding Customer Needs: Developing products that fit seamlessly with other tools and items popular with the target audience significantly enhances brand appeal and customer loyalty.
Consistent Branding: A cohesive and well-defined brand identity helps attract and retain customers, making the brand easily recognizable and desirable.
Targeted Marketing: Tailoring marketing efforts to resonate with the specific interests and preferences of the target audience can drive significant engagement and sales.
Conclusion
This case demonstrates the importance of understanding customer needs, creating cohesive product lines, and implementing targeted marketing strategies. By aligning EverSewn's branding with the interests of young sewists and developing a unified product line, we successfully increased brand awareness and loyalty, leading to sold-out products and viral online recognition. This approach provides valuable insights for startups looking to build a strong brand identity and engage their target market effectively.
