Introduction
Establishing a new brand in a highly competitive market requires more than just a great product—it demands a compelling identity and a memorable customer experience. I set out to accomplish just that with Tidy Hero in the crowded space of craft storage containers. By transforming a mundane, everyday purchase into an engaging experience, the goal was to stand out among the competition and build lasting customer trust.
The step-by-step approach I took to creating the Tidy Hero brand, focuses on market research, product development, and responsive website design. This process allowed me to explore innovative ways to differentiate the brand and deliver a superhero-level experience for my customers.
The Problem
In a market saturated with similar products, Tidy Hero needed to do more than offer functional storage solutions. The challenge was to create a brand that not only met the practical needs of parents, teachers, and casual jewelry designers but also turned the purchase of plastic storage boxes into an experience worth sharing and repeating. The question was: How do I establish Tidy Hero as a trusted, go-to brand that customers feel good about, in a market filled with similarly placed options?
Market Research
Using a variety of methods and tools, I began collecting important data points on competing brands and products within the market - including product pricing, options, sales trends, reviews and brand reputation. I used the data collected as a basis to source samples from different vendors, which I sold in small quantities to test my findings and assumptions. Each stage of the research process helped me to develop ideas, and to refine my branding and marketing plan.
Branding & Identity Design
Through market research, I determined that parents, teachers and casual jewelry designers would use Tidy Hero products for arts and crafts supplies storage. The basic word mark was kept simple for versatility, while a more elaborate version of the logo used a combination of bold color and graphics to support the brand's superhero identity. The brand's voice, that of a humble superhero, was used consistently across all customer touchpoints to convey strength and reliability, while remaining fun and relatable.
Product Development
I focused on creating bundles that were optimized for minimizing shipping costs and maximizing value to the customer. I created branded packaging, including labels and product inserts with discount codes and warranty information. Detailed product photos were used to aid in differentiating the product from competititors' products, while sales copy was crafted with a fun and informative superhero twist.
Responsive Website Design
As a new brand, the TidyHero.com website was the final asset created to help build trust in the brand with customers. The site incorporated every piece of branding created - logo, colors, typography, photography, customer messaging, brand voice, etc - to reinforce the brand's identity, and to ensure a well-rounded experience with customers. In addition to featuring Tidy Hero's line of products, the site allowed customers to interact directly with the company through product registration and warranty support.
