When the world shut down in March 2020 at the start of the COVID-19 pandemic, Rebekah suggested she and I use this time to really dig into the study of sales and marketing - and then apply our knowledge to the BryonySeries and WriteOn Joliet.
We took some online classes and workshops AT THE SAME TIME as our morning walks (the only time available to watch the videos together), formed a business relationship with two mentors that has grown over time, and took baby steps in executing our newly-learned knowledge and skills.
And we've done this while continuing to create new products for the BryonySeries, WriteOn Joliet, and selected clients, working our day jobs, and navigating several very challenging years.
I'm not sharing this because we're so amazing. I'm sharing it because doing all this well is simply not possible, not if we wish to keep growing.
So as Timothy and Daniel were finishing their Master of Business degrees this spring, Timothy suggested I back off SOME of the sales and marketing for BryonySeries and let him and Daniel help, especially since I tend to prioritze the sales and marketing for WriteOn Joliet over BryonySeries.
Now Timothy and Daniel had heard about our mentors but hadn't actually interacted with them...yet.
The first step was inviting Timothy and Daniel to join a pitch and idea session they were hosting - and the second step was a one-on-one meeting.
And, in Timothy's words, he and Daniel "failed" the elevator pitch during Meeting Two.
After some reflection, Timothy realized the problem. The BryonySeries brand and the BryonySeries products were two different "things," which needed separate identities.
They easily could discuss the products. But they couldn't easily summarize their spirit, i.e. their brand.
To succintly explain these products, Timothy needed to identify and then clearly communicate the brand.
Back in 2010 when Sarah created the first BryonySeries website, Sarah wanted to create an author page, which I refused. Rather, I wanted a page that showcased the creative talents of everyone who contributed to the products in some way.
As Timothy analyzed the branding in the BryonySeries, from collaboration to result, he saw these six key areas, which we've manipulated in all our projects as one manipulates building blocks.
This led him to create three cards, which are at the bottom of this post.
The first shows our building blocks.
The second card has both elevator pitch and mission for B.L.O.C.K.S.
And the third card, which I don't have in shareable format yet, pulls out three distinct areas: Sue's Diner, BryonySeries books, and Midnight Ink, the platform where Rebekah and I edit and format books for select clients at more-than-afforable prices.
The fourth card is the BryonySeries logo, which you've likely seen.
Timothy and Daniel then remet with our mentors at the beginning of this month to test out the B.L.O.C.K.S.
And BAM! They nailed it!
So Timothy worked with the wonderful Kent at Fast Printing in Joliet to create these three cards.
And then Timothy and Daniel softly rolled out B.L.O.C.K.S. this weekend at New Orleans North and the Porch & Park Music Fest to nearly one hundred total attendees.
We had a slight uptick in visitors both days on our website, which is encouraging.
Now, we obviously have more work to do before the rollout is completed. And the real sales and marketing work will begin anew and in earnest.
Also everyone is still very busy.
But we now have a brand that explains our mission.
And that can lead into a deeper conversation about our products.
Happy Monday!
1 comment:
Excellent!!
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