Building a Tasteful Brand
Mastering the SB7 Framework: Building a Tasteful Brand
Introduction
Building a tasteful and sophisticated brand requires a masterful blend of strategy, creativity, and precision. Drawing from my experience applying the SB7 framework with Garden Republic, I’ll illustrate how to effectively use SB7 to build a sophisticated and resonant brand.
During my tenure at Elevate Brands, which was later acquired by SellerX in ‘23, we delved deeply into the consumer psyche to optimize brand positioning. Donald Miller’s StoryBrand Framework, suggested by Elevate’s former CEO (now President and board member at SellerX), became the cornerstone of our approach for one of our key brands, Garden Republic.
In collaborative sessions around the boardroom table, the Brand Manager, Category Director, and I (as Marketing Strategist and Creative Producer) shared insights and perspectives to build out this comprehensive framework. The article below outlines the implementation and the remarkable results that followed.
Introducing the SB7 Framework
The SB7 framework, developed by Donald Miller in his book Building a StoryBrand, provides a clear and effective methodology for crafting compelling brand narratives. The framework revolves around seven key elements that guide the creation of a brand story that resonates with customers:
Character: Define the customer as the hero of the story.
Problem: Identify the customer's problem.
Guide: Position the brand as the guide with empathy and authority.
Plan: Provide a clear plan that helps the customer solve their problem.
Call to Action: Create clear and compelling calls to action.
Avoid Failure: Highlight the stakes of not taking action.
Achieve Success: Paint a picture of success.
Understanding Market Trends
Industry Growth and Market Potential for Garden Republic
The gardening gift set industry has been experiencing steady growth, driven by increasing consumer interest in sustainable living and home gardening. The global gardening market is projected to grow significantly, with notable increases in the US, Canada, and Europe.
Visual: Industry Sales Growth Line Graph
This line graph illustrates the sales growth in the gardening gift set industry across the US, Canada, and Europe from 2020 to 2024. The data shows a steady increase in sales, highlighting the growing popularity of gardening gift sets as a preferred choice for eco-conscious consumers and gift buyers. The graph provides insight into market trends and the positive impact of rebranding and strategic marketing efforts on industry growth.
Applying the SB7 Framework: Garden Republic Case Study
Objective: Transform Garden Republic from a traditional home gardening brand to a premium, beautifully packaged home gardening gift set brand.
1. Character
Define the Customer
Approach: Identify the primary customer persona. For Garden Republic, our target audience included eco-conscious individuals, gift buyers, and hobbyists.
Application: We created detailed personas to understand their needs, desires, and pain points.
Visual: Customer Personas Pie Chart
This pie chart shows the distribution of customer personas for Garden Republic, illustrating the percentage of eco-conscious individuals, gift buyers, and hobbyists.
2. Problem
Identify the Customer's Problem
Approach: Articulate the problems our customers face in three dimensions—external, internal, and philosophical.
Application:
External: Difficulty finding premium, beautifully packaged gardening kits.
Internal: Desire for a meaningful and enjoyable gardening experience.
Philosophical: Belief that sustainable living should be accessible and enjoyable.
3. Guide
Position the Brand as the Guide
Approach: Establish Garden Republic as the guide with empathy and authority.
Application:
Empathy: Show understanding of the customers' needs through relatable content and testimonials.
Authority: Highlight expertise in gardening and sustainability through educational content and partnerships with gardening experts.
This image highlights Garden Republic’s commitment to supporting their customers. Featuring a call to action for community engagement and customer support, it underscores the brand’s dedication to providing expert guidance and resources to help customers succeed in their gardening endeavors.
4. Plan
Provide a Clear Plan
Approach: Outline a clear plan that guides customers through the process of using our products.
Application:
Process Plan: Step-by-step guides on how to use the gardening kits, supported by video tutorials and AR features.
Agreement Plan: Communicate the brand’s commitment to quality, sustainability, and customer satisfaction.
This image provides tips for growing great bonsai, emphasizing the importance of maintaining optimal soil temperature, patience, and using the included growing guide. It also highlights the expert support, grower bot assistance, and online community available to Garden Republic customers.
5. Call to Action
Encourage Customers to Take Action
Approach: Create clear and compelling calls to action (CTAs).
Application:
Direct CTAs: “Buy Now,” “Shop the Collection,” prominently displayed on the website and in marketing materials.
Transitional CTAs: “Learn More,” “Join Our Community,” encouraging deeper engagement through educational content and social media interaction.
This image features a clear and compelling call to action, encouraging customers to "Grow Something Great" by shopping for Garden Republic's growing kits. The prominent "SHOP NOW" button directs customers to take immediate action.
6. Avoid Failure
Highlight the Stakes
Approach: Emphasize the negative outcomes of not taking action.
Application:
Content: Messaging that underscores missing out on the joy and benefits of gardening, and the potential for less meaningful gift choices.
Visuals: Images and videos that contrast the fulfillment of using Garden Republic products with less satisfying alternatives.
7. Achieve Success
Paint a Picture of Success
Approach: Showcase the positive results of using Garden Republic products.
Application:
Success Stories: Customer testimonials and before-and-after visuals demonstrating the transformative power of gardening.
Brand Vision: Reinforce the joy, satisfaction, and sustainability achieved through gardening.
Visual: Garden Republic Bonsai Starter Kit Amazon Listing
This image highlights the success of Garden Republic's rebranding efforts. The highly rated Bonsai Tree Seed Starter Kit on Amazon features appealing visuals, detailed descriptions, and a clear call to action. This listing exemplifies the joy, satisfaction, and sustainability achieved through gardening with Garden Republic products, showcasing the positive results customers can expect.
Results Achieved with SB7 Framework
Market Positioning
Success: Successfully repositioned Garden Republic as a premium brand in the home gardening market.
Outcome: Attracted a larger share of eco-conscious consumers and gift buyers.
Customer Engagement
Success: Enhanced customer engagement through relatable and emotionally resonant storytelling.
Outcome: Increased social media interaction, user-generated content, and community building.
Sales Growth
Success: Clear CTAs and compelling storytelling drove significant sales growth.
Outcome: Achieved substantial purchase orders for listings in Target stores across the US and Canada, and rapid sales growth on Shopify and Amazon.
Brand Loyalty
Success: Established strong brand loyalty through consistent messaging and a clear value proposition.
Outcome: Solidified Garden Republic’s presence in the premium gardening product market.
This image showcases the genuine satisfaction and loyalty of Garden Republic customers, as reflected in the positive reviews for the Bonsai Tree Seed Starter Kit. These testimonials highlight the joy and success experienced by users, reinforcing the brand’s commitment to quality and customer satisfaction. Visit Garden Republic on Amazon to explore more customer stories and discover why Garden Republic is a trusted name in gardening.
Conclusion
The SB7 framework provides a powerful blueprint for crafting compelling brand narratives that resonate with customers. By defining the character, identifying the problem, positioning the brand as a guide, providing a clear plan, creating compelling calls to action, highlighting the stakes, and painting a picture of success, you can build a brand that not only stands out but also deeply connects with its audience.
Drawing from my experience with Garden Republic, the SB7 framework has proven to be an invaluable tool in building a tasteful and sophisticated brand. Stay tuned for more insights and strategies to elevate your brand using the SB7 framework.
