A Propr Case Study
Upspring
Propr has the ability to identify the core message of our business, what matters for us, and what doesn’t.
Propr conducted extensive market and brand research that informed repositioning, messaging, brand redesign, website redesign, and the redesign of marketing assets for print and social media.
WHERE WAS YOUR BRAND, YOUR BUSINESS, BEFORE WORKING WITH PROPR? WHERE IS IT NOW?
The company was acquired by an international corporation that established new goals for Upspring to grow the business. We planned to leverage new resources to launch aggressive marketing campaigns that would lead to the projected growth. The process revealed strategic elements holding us back: core values, messaging, and a brand identity that accurately represented them.
HOW HAS WORKING WITH PROPR IMPACTED YOUR BUSINESS?
Upspring is better positioned in the marketplace. The result has been to transition from a confusing and out-of-touch identity to something iconic and relevant. Upspring’s digital presence was disingenuous but is now a genuine champion for moms. Propr helped us approach all of our sub-brands with a consistency that ties our product portfolio together, increasing brand awareness and securing brand loyalty through all the stages of pregnancy.
Our various freelance creators now have a detailed editorial, style guide, and templates that help improve workflow and ensure that Upspring’s content is consistent in look, feel, voice, and tone no matter who makes it.
Depth of the Engagement
Branding Workshop Takeaways
WHAT WERE YOUR EXPECTATIONS OF THE BRAND WORKSHOP PROCESS?
We expected to meet a few times to discuss values, messages, and personality, then walk away in agreement and a clear direction. Instead, the process revealed more significant differences in the perspectives of various stakeholders, so the process took longer than we expected. Still, we got there, and the results are high-value.
WHAT ARE YOUR KEY TAKEAWAYS FROM THE BAND WORKSHOP?
The Brand Clarity Workshop was the first step in developing a cohesive umbrella brand strategy. Without the branding workshop, we probably wouldn’t have uncovered the competing priorities of different stakeholders. The workshop is a framework, and what you learn from it can reveal more needs than you thought you had. It took us months to work through the brand clarity process to get to where we were ready to launch a new identity, messaging, content, etc.
HOW CAN THE BRANDING WORKSHOP BENEFIT OTHER BUSINESSES?
To get it right, you need to be open to change and new ideas. You also need to trust the process. Be OK with not getting it right on the first try, but be confident that those tries are opportunities to learn and improve. The Brand Clarity Workshop will challenge stakeholders to rethink assumptions and help your leadership reach a consensus about your company’s direction and the strategy to get there. Change is not easy, and a fresh, independent perspective can be the best place to start.
HOW DOES IT FEEL TO BE PROPR?
We have a clear vision for the Upspring brand. Propr empowered us with the tools and confidence to manage our marketing in-house.
