Brand Development
A passionate founder and standout formulas are just the start. Building a brand and positioning it for scale requires experience, insight, intuition and access to the sharpest tools, right resources, and high-caliber creative talent. Rachel’s Brand Development process provides the framework and lays the foundation for breakthrough brands.
Brand Strategy
Brand Development begins with your WHY, and ends with distinct positioning that inspires customer loyalty and builds brand equity. Rachel starts her strategy process using her time-tested 8 point framework to answer critical questions: Why are you here, who are you for, how will you stand out, and where will you succeed?
Brand DNA
A brand is nothing more and nothing less than how you are perceived in your customer’s mind. The second phase of Brand Development is defining your Brand DNA, including your brand’s personality, voice, and tone, which sets the stage for storytelling.
Brand DNA includes:
- Archetype / Persona
- Personality, Voice, Tone
- Vision, Mission, Purpose, Values
- Environmental and Social Impact
- Brand Essence
Brand Identity
Your brand isn’t just communicated with words. It is visually articulated across every touchpoint, from packaging to your website and social channels. The third phase of Brand Development is designing a Brand Identity that aligns with your positioning and brand strategy, so your customer knows who you are and what you’re about just by looking at you.
Storytelling Architecture
Brand Development concludes with Storytelling Architecture, the structure for the customer journey from brand awareness through purchase and retention strategies, resulting in a cohesive experience that builds brand loyalty.
Rachel listened attentively and provided a step-by-step roadmap for how we could get to where we wanted to go. After much consideration, we bit the bullet and moved forward with everything she proposed. I am here to tell you it was worth every penny. She was able to wrap our brand with so much love and care, execute our vision with such diligence, demonstrate an ability to pivot, and in the end, she overdelivered. Our vision was executed above and beyond what I was hoping for. Today, Viktor Michael has a distinct voice, strong positioning, and a phenomenal alliance with strategic partners. I would trust Rachel's opinion in a heartbeat, and I strongly recommend her services to all start-up businesses. The beauty industry is a highly competitive and crowded space. Navigating it with Rachel has been absolutely incredible!
Nadya Kozlova
Co-Founder, Viktor Michael
Viktor Michael
Positioning / Brand Strategy / Storytelling Architecture / Go To Market / Marketing Advisor
Rachel listened attentively and provided a step-by-step roadmap for how we could get to where we wanted to go. After much consideration, we bit the bullet and moved forward with everything she proposed. I am here to tell you it was worth every penny. She was able to wrap our brand with so much love and care, execute our vision with such diligence, demonstrate an ability to pivot, and in the end, she overdelivered. Our vision was executed above and beyond what I was hoping for. Today, Viktor Michael has a distinct voice, strong positioning, and a phenomenal alliance with strategic partners. I would trust Rachel's opinion in a heartbeat, and I strongly recommend her services to all start-up businesses. The beauty industry is a highly competitive and crowded space. Navigating it with Rachel has been absolutely incredible!
Nadya Kozlova
Co-Founder, Viktor Michael
Viktor Michael
Positioning / Brand Strategy / Storytelling Architecture / Go To Market / Marketing Advisor
Rachel is a stunning colleague and partner. As a dedicated solo-preneur and an outsider to the beauty industry, I really had no clue about how to successfully launch a beauty brand, but with Rachel, this was the easy part! With an extensive knowledge base and a refreshingly unique, customer-centric approach, Rachel possesses an unparalleled ability to refine our brand's secret sauce. UZIMA is eternally grateful for her unwavering support in realizing our vision and her steadfast conviction in our brand's purpose. Collaborating with Rachel is not just a recommendation, but an absolute necessity for anyone seeking a truly remarkable product, an extraordinary launch, and an unforgettable story.
Leona Dondi
Founder, UZIMA
UZIMA
Positioning / Brand Strategy / Storytelling Architecture / Go To Market / Marketing Advisor
Rachel is a stunning colleague and partner. As a dedicated solo-preneur and an outsider to the beauty industry, I really had no clue about how to successfully launch a beauty brand, but with Rachel, this was the easy part! With an extensive knowledge base and a refreshingly unique, customer-centric approach, Rachel possesses an unparalleled ability to refine our brand's secret sauce. UZIMA is eternally grateful for her unwavering support in realizing our vision and her steadfast conviction in our brand's purpose. Collaborating with Rachel is not just a recommendation, but an absolute necessity for anyone seeking a truly remarkable product, an extraordinary launch, and an unforgettable story.
Leona Dondi
Founder, UZIMA
UZIMA
Positioning / Brand Strategy / Storytelling Architecture / Go To Market / Marketing Advisor
Rachel is a one-of-a-kind and she’s contributed to our growth in many ways. But one thing that truly sets her apart is her ability to turn a brand vision into highly differentiating yet relevant activations. As founders, we tend to sometimes disconnect from market realities, but Rachel not only delivers on-point 360 strategies, she elevates the brand vision to create a long-lasting advantage. She is a true asset.
Kevin Maximilien Le Roux
Co-Founder, 27 ROSIERS
27 ROSIERS
Positioning / Brand Strategy / Storytelling Architecture
Rachel is a one-of-a-kind and she’s contributed to our growth in many ways. But one thing that truly sets her apart is her ability to turn a brand vision into highly differentiating yet relevant activations. As founders, we tend to sometimes disconnect from market realities, but Rachel not only delivers on-point 360 strategies, she elevates the brand vision to create a long-lasting advantage. She is a true asset.
Kevin Maximilien Le Roux
Co-Founder, 27 ROSIERS
27 ROSIERS
Positioning / Brand Strategy / Storytelling Architecture
Rachel’s approach keeps Beauty Heroes walking our talk and connecting with our customers in ways that are in alignment with our values. She is constantly focused on maintaining our own unique voice and identity through strategy, design and content that’s focused on our ‘why’, all the while making sure that we never blend in.
Jeannie Jarnot
Founder, Beauty Heroes
Beauty Heroes
Brand Development / Go To Market Strategy / Marketing and Branding Advisory
Rachel’s approach keeps Beauty Heroes walking our talk and connecting with our customers in ways that are in alignment with our values. She is constantly focused on maintaining our own unique voice and identity through strategy, design and content that’s focused on our ‘why’, all the while making sure that we never blend in.
Jeannie Jarnot
Founder, Beauty Heroes
Beauty Heroes
Brand Development / Go To Market Strategy / Marketing and Branding Advisory
From the first conversation I had with Rachel, she’s known exactly what I’m looking for. It’s like she’s reading my mind! Rachel helped me tell my story and bring Plantkos to life in a way I never imagined. Her creativity and the unique ability to not only find our point of differentiation but also articulate it a very succinct and beautiful manner is magnificent. Her work ethic and timeliness in delivering projects is commendable. Plus her network in the beauty industry is invaluable, which is extremely helpful for a new brand in launch phase. I highly recommend working with Rachel.
Sejal Patel
Founder, Plantkos®
Plantkos
Brand Development / Go To Market Strategy / Branding and Marketing Advisory
From the first conversation I had with Rachel, she’s known exactly what I’m looking for. It’s like she’s reading my mind! Rachel helped me tell my story and bring Plantkos to life in a way I never imagined. Her creativity and the unique ability to not only find our point of differentiation but also articulate it a very succinct and beautiful manner is magnificent. Her work ethic and timeliness in delivering projects is commendable. Plus her network in the beauty industry is invaluable, which is extremely helpful for a new brand in launch phase. I highly recommend working with Rachel.
Sejal Patel
Founder, Plantkos®
Plantkos
Brand Development / Go To Market Strategy / Branding and Marketing Advisory
Rachel and her team offer a unique talent to draw out the very best of a brand. We were astounded by their intuitive nature and were awestruck by the simple elevation of all that they delivered. They were instrumental in setting up our brand’s voice, look and feel for our next level of growth. And they are a joy to work with.
Joanne Starkman
Co-Founder, Innersense Organic Beauty
Innersense
Positioning / Brand Strategy / Brand Identity / Storytelling Architecture
Rachel and her team offer a unique talent to draw out the very best of a brand. We were astounded by their intuitive nature and were awestruck by the simple elevation of all that they delivered. They were instrumental in setting up our brand’s voice, look and feel for our next level of growth. And they are a joy to work with.
Joanne Starkman
Co-Founder, Innersense Organic Beauty
Innersense
Positioning / Brand Strategy / Brand Identity / Storytelling Architecture
Rachel shared with me that our new logo came to her in a dream, and when I saw it I knew it was absolutely perfect for our brand! Talk about client dedication! After spending over 2 years working with different designers on a rebrand and new look, it just never seemed to feel quite right. But after giving Oyl + Water a try at our new look, we felt they ‘got us’ on their very first attempt. Our packaging now fully embodies who our brand is in this moment, and we have Oyl + Water to thank for that!
Laurel Shaffer
Founder, Laurel Skin
Laurel Skin
Brand Strategy / Brand Identity / Storytelling / Packaging Design
Rachel shared with me that our new logo came to her in a dream, and when I saw it I knew it was absolutely perfect for our brand! Talk about client dedication! After spending over 2 years working with different designers on a rebrand and new look, it just never seemed to feel quite right. But after giving Oyl + Water a try at our new look, we felt they ‘got us’ on their very first attempt. Our packaging now fully embodies who our brand is in this moment, and we have Oyl + Water to thank for that!
Laurel Shaffer
Founder, Laurel Skin
Laurel Skin
Brand Strategy / Brand Identity / Storytelling / Packaging Design
Rachel is a dream to work with. She takes the worry out of any project and infuses it with lots of care and positivity and professionalism. Rachel delivered a fresh perspective when describing our brand. I will definitely continue to work with Rachel, and I recommend her to anyone looking for a brand refresh or help communicating what makes their products unique.
Alexis Rose
Founder, LILFOX
LILFOX
Brand Strategy / Storytelling Architecture
Rachel is a dream to work with. She takes the worry out of any project and infuses it with lots of care and positivity and professionalism. Rachel delivered a fresh perspective when describing our brand. I will definitely continue to work with Rachel, and I recommend her to anyone looking for a brand refresh or help communicating what makes their products unique.
Alexis Rose
Founder, LILFOX
LILFOX
Brand Strategy / Storytelling Architecture
Rachel was instrumental in helping us reposition our brand for our key market. Her brand positioning review inspired the new direction for design, branding, and copy which helped us to relaunch the brand. In addition, she created our annual marketing plan which was thoughtfully prepared and incredibly detailed. Without Rachel’s positioning, design and marketing help we would not be the successful brand we are today and I am constantly recommending her to others.
Jene Roestorf
Founder, Luxe Botanics
Luxe Botanics
Positioning / Brand Strategy / Storytelling Architecture
Rachel was instrumental in helping us reposition our brand for our key market. Her brand positioning review inspired the new direction for design, branding, and copy which helped us to relaunch the brand. In addition, she created our annual marketing plan which was thoughtfully prepared and incredibly detailed. Without Rachel’s positioning, design and marketing help we would not be the successful brand we are today and I am constantly recommending her to others.
Jene Roestorf
Luxe Botanics
Luxe Botanics
Positioning / Brand Strategy / Storytelling Architecture
Rachel really excels with brand DNA. She is an exceptional wordsmith who is often the shot of inspiration that a founder needs to bring their vision full circle. Rachel is intentional, thoughtful and magical with her vision and ability to perfectly articulate a brand’s story. She is an original thinker. Having worked with Rachel on a few brands in my collective, I have witnessed the unique process that she uses to dig deep into the soul of the brand and the founder’s story, perfectly uncovering the true genius of the brand.
Kelly St. John
Founder, KSJ Collective
KSJ Collective
Storytelling Architecture
Rachel really excels with brand DNA. She is an exceptional wordsmith who is often the shot of inspiration that a founder needs to bring their vision full circle. Rachel is intentional, thoughtful and magical with her vision and ability to perfectly articulate a brand’s story. She is an original thinker. Having worked with Rachel on a few brands in my collective, I have witnessed the unique process that she uses to dig deep into the soul of the brand and the founder’s story, perfectly uncovering the true genius of the brand.
Kelly St. John
Founder, KSJ Collective
KSJ Collective
Storytelling Architecture
I loved every bit of the creative process! You guys nailed my vision. Thank you!
Tami Blake
Founder, Free + True
Free + True
Brand Development / Go To Market Strategy
I loved every bit of the creative process! You guys nailed my vision. Thank you!
Tami Blake
Founder, Free + True
