@Ms X wrote:
This morning, I played a bit of Lisa's presentation of her jewelry. I think she needs to work on branding her line. In order to do this, she must be more disciplined. If she's going to do these live video chats, including sales presentations, she needs to think more about the set around her. What does it say about her and her fledgling company? How does it add to her brand identity? Does it motivate people to buy and come back or is it disorganized and haphazard? It seems to me that it's the latter at the moment, as charming as Lisa can be and as nice as some of her jewelry clearly is.
I'm no expert, but I don't see her creating an image, a brand for her product and even her web site. That is crucial. All successful brands and companies create an image and a coherent vision in the consumer's mind about what they will find on sale and at what price points. Going to her web site and products page, listening to her podcasts, and buying from her should be an experience that the consumer seeks out.
I don't know whether any of this makes sense to anyone else but me, but I think Lisa has to put some thought into the elements of branding going forward. She also should be less haphazard and casual in her video presentations even if she's just in her own home. Maybe just lounging on the sofa and chatting isn't the best way to grow her business.
@Ms X, at this point I can only think it's deliberate, though a rather bizarre marketing ploy and a limiting one. She knows the psyche of her tribe. She knows they are her merchandise $$ base - her *only* merchandise $$ base at this time. So, she is catering to the tribe and its group psyche.
The women who want so very much to believe she is, deep down, "just one of the girls", and is privately casual, goofy, silly, BFF-y, makes mistakes, has screw-ups, ISN'T PERFECT, etc. - just like them. She needs the tribe members to identify with her.
I believe that her "ineptitude" with presentations, marketing, branding, etc. is calculated. Although I think money is a factor for her now, with the connections she has and the money she started out with, she *could* have "done it right" from the beginning. There's no NEED for the popcorn chats on the couch in the living room, the audio issues, etc. - it's her choice to do it that way. And the fact that she is continuing to do it that way long after the launch of the jewelry, makes me think she has no great plans for change. Her marketing style and branding is apparently "your glamorous BFF Lisa from the couch in her LR."
It doesn't appear at this time as if she has aspirations beyond that - which is a bit puzzling, but maybe the jewelry is her mortgage payment or her plane tickets every month & she's mostly got the rest covered.
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