ABOUT:
Kendi Beauty ATL, situated in Midtown Atlanta, GA, is a welcoming Medspa and Semi-Permanent Makeup Studio. They provide various services, including Semi-Permanent Brows, soothing Facials, Liquid Lipo, I.V. Hydration, and more. Kendi Beauty ATL is dedicated to ensuring every individual feels good and looks great within the heart of Midtown Atlanta.
PROBLEM:
Kendi Beauty ATL gained significant traction through influencer marketing, notably after a repost by a renowned influencer. Despite the initial success, the absence of a defined brand strategy became apparent. The surge in demand, fueled by the celebrity repost, led to a fully booked calendar months in advance, prompting the owner to secure additional space to cater to the heightened demand for semi-permanent eyebrow services.
Following the initial buzz, the owner of the brand, recognizing the need for a strategic shift, aimed to broaden Kendi Beauty ATL's services into a comprehensive medspa. Simultaneously, she wanted to maintain the trust her clients had placed in her as a skilled service provider while establishing a more faceless brand. The ultimate goal was to facilitate the opening of multiple locations and enable Kendall to step back, allowing for the employment of a trusted and skilled team to continue delivering exceptional service under the Kendi Beauty ATL brand. In response to this vision, my task was to craft a brand strategy that not only reflected the studio's evolution but also aligned with Kendal's aspirations for expansion and hands-on delegation.
SOLUTION
Crafting a brand strategy for Kendi Beauty ATL proved instrumental in refining its messaging, establishing a distinctive identity within the market, and directly engaging its target audience. Collaboratively, we delved into an analysis of both immediate competitors and analogous out-of-state enterprises providing similar services. Our approach involved comprehensive market research to formulate an effective differentiation strategy.
One prominent challenge confronted by the company was the prevalent desire among clients to work with the owner exclusively. However, the overarching objective was to transition Kendi Beauty ATL into a faceless brand, instilling trust in the brand itself rather than relying solely on personal connections. The aim was to cultivate a sense of confidence among all stakeholders, ensuring that every interaction with the business was synonymous with exceptional service and desired outcomes.
These key aspects are meticulously outlined in the brand strategy, which serves as the blueprint for future marketing initiatives. The strategy addresses immediate concerns and paves the way for the realization of Kendi Beauty ATL's long-term vision of becoming a brand that transcends individual personalities and consistently delivers outstanding results.
