Rebranding Of Beije
Beije is Turkey’s first brand that offers subscriptions for menstrual products. It has quickly become an affinity brand since it was founded. Their sensitive brand voice had connected them with the audience and their fight with menstrual poverty was appreciated.
However, their previous communication strategy ended up being more shy and apologetic. For a brand that wants to be a pioneer to break taboos, it was rebranding time.
What have we done?:
We analyzed every piece of content about the brand: Their websites, email newsletters, online news, social media contents, customer polls and every available document. Our discovery journey’s purpose was to find out how the brand expresses itself.
In the second step, we carried out a process of private interviews with all members of the brand. We asked them questions to explore how they see the brand and what they want to be. We understood their perspective and got some quality information about brand culture, audience and products.
We created the new strategy starting with brand purpose, vision and values. We repositioned the brand as a community beyond the menstrual products. Based on scientific research and our sociological foresight, we segmented the audience to create new and detailed personas.
We imagined the brand as a human-being. We designed its personality and story. We defined brand voice and core messages as a guide for expressing the brand. For the new identity and story of the brand, the motto came out as “Think, feel, change”.
We worked with the founders during the process. The main idea was leading the brand to change itself and helping the clients to find out how to use new brand assets. Also we worked on crisis scenarios and some developments about the customer experience.
We have done several sessions with the employees to adopt the rebranding. Finally we supported departments like social media and customer relations to turn strategy into reality.