Leveraging Big Bold Brand’s proven Surefire Method™, we drilled down to clarify and hone in on the people they would serve, the problem Candice’s company would solve for them, the impact it would make and the value it would deliver. We transformed the core elements of the investor pitch from being something abstract, unknown and hard to describe to an explanation that was easy for people to ‘get’ right away, “…providing a platform that would guide and support a family caregiver’s journey in supporting a loved one from a terminal diagnosis through passing, relieving stress and removing any of the caregiver’s regrets.”
We worked together to explore the crucial nuances of Your Last Words’ beliefs, culture and language because dying and death are hard, emotional and sensitive topics. Collaboratively, we created concise messaging that elevated people’s perception of this start-up, empowering Candice with both the tools and confidence she needed to engage support and investment effectively.
As we worked at articulating the company’s positioning and messaging, it was realized through market research with ideal prospective clients that the company’s name, Your Last Words, was not resonating. In fact, it was repelling them as it caused them to focus on fear and negative emotions, rather than on the ease and peace of mind that the company would provide. Feedback from panellists identified that the name triggered a negative response that would be a barrier to them considering and adopting the product. The decision was made to adding a company renaming exercise to the scope of the project, and Caregiven was born.
After successfully solving the clarity, confidence and resonance challenges by developing the brand positioning, core messaging and new name, Big Bold Brand also awarded the contract to design Caregiven’t visual brand identity.