- Candice Jackson Long
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- Case Study: Melanin Art Supplies: How a Brand Strategy Positioned Stapledon Arts to Take Up Space
Case Study: Melanin Art Supplies: How a Brand Strategy Positioned Stapledon Arts to Take Up Space
Candice Jackson Long
December 19, 2024
 | When Charlecia Joy, founder of Stapledon Arts, first reached out for help, she was facing a common entrepreneurial challenge. "As a solo entrepreneur, I found myself trying to do everything but mastering nothing," recalls Charlecia Joy, founder of Stabledon Arts. "The inconsistency was holding back our growth, and I knew something had to change." |
The lack of a cohesive brand strategy was creating ripple effects across her entire business. Without this foundation, every marketing effort, customer interaction, and business decision required individual attention, draining her time and resources.
Charlecia stated,
“I want for the go-to-market strategy to be fully planned out so that once we launch we are not making new assets. Perhaps we are adding evergreen items but not rushing to make what has been planned. I want to stick with what was created and stay the course.”
The Key Challenges:
No unified brand strategy to guide decision-making
Inconsistent brand messaging across channels
Scattered marketing efforts without strategic alignment
The Brand-Driven Solution
Understanding that a strong brand strategy could serve as the backbone for all business operations, we embarked on a 12-week transformation project using our proven S.I.G.H.T.™ Framework.
Strategize
I began by conducting a deep dive into Stapledon Arts' current marketing operations, revealing critical gaps in strategic planning and execution.
This analysis led to the development of a comprehensive brand strategy and 90 day marketing roadmap, providing clear direction for all marketing decisions. The marketing strategy prepared the team for their new product launch.
Illuminate
Through intensive brand positioning work, I uncovered Stapledon Arts' unique value proposition to the market and developed clear differentiators that set them apart from competitors.
This clarity led to a clear brand positioning that communicates the unique value the brand brings to the art supply market. The creation of brand personality and brand voice guidelines ensures the brand shows up authentically in every piece of communication. The resulting brand story framework now serves as the foundation for all marketing and communication efforts.
Generate
With strategic foundations in place, I developed a messaging matrix and tactical calendar that eliminated the guesswork from marketing execution.
A 90-day marketing tactical calendar, supported by email templates, key messages segmented by audience, campaign launch sequences and more.
The implementation of targeted marketing campaigns and nurture sequences has created a predictable path for audience engagement and lead conversion.
Harness
To transform strategy into actionable results, I established an action plan to guide the team’s activity. The creation of comprehensive brand guidelines and team training has made it possible to efficiently scale marketing operations while maintaining brand consistency. KPI tracking metrics ensures all efforts align with strategic goals and deliver measurable results. |  |
Thrive
The implementation of these systematic approaches has transformed Stapledon Arts from a scattered operation to a streamlined, brand-driven business.
I'm leading a team of interns and contracted professionals. Now that we have one destination for full information, messaging, visual and guidance, everyone can be on the same page. I'm better prepared to guide the people who are working to support our digital marketing.
Key Benefits of Brand-Driven Approach:
Clear decision-making framework for all marketing activities
Consistent brand experience across all touchpoints
Efficient resource utilization guided by brand strategy
Streamlined operations based on brand principles
Reduced overwhelm through systematic approach
Today, Stapledon Arts operates with a clear brand compass guiding every decision. The transformation from scattered operations to a brand-driven business proves that a strong brand strategy isn't just about marketing—it's the foundation for efficient, scalable business operations.
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