Elevating Brand Strategy
The Growth Challenge
The leadership team recognised the need to take their brand positioning and brand book to the next level. As a rapidly scaling startup, PURELEI sought to transform its approach to brand building from an intuitive practice to a strategic, systematic capability that could support continued growth and market differentiation.
The Company
PURELEI emerged as a standout success in the German direct-to-consumer (DTC) startup ecosystem. Founded in 2017 by three entrepreneurs, the brand has grown profitably to over €60 Million in turnover. Inspired by the spirit of Hawaii, PURELEI has expanded beyond its origins in fashion jewelry to offer a comprehensive lifestyle brand encompassing accessories, fashion, and beauty products.
The Approach
Step 1: Comprehensive Brand Audit
We conducted a thorough assessment of the brand's existing foundations, examining:
Current vision and strategic positioning
Brand attributes and character
Existing brand book documentation
Alignment between brand promise and market perception
Step 2: Strategic Brand Coaching
A targeted coaching session with the co-founder focused on:
Clarifying distinctions between brand, retailer, and company identity
Sharpening brand positioning
Building competence in strategic brand frameworks
Exploring key brand building tools, including:
Purpose, vision, and mission development
Brand equity assessment
Practical examples of effective brand positioning
The session provided a nuanced approach to understanding and articulating the brand's unique value proposition.
Step 3: Implementation Strategy
Following the analysis and coaching, we developed comprehensive recommendations:
Refined brand positioning approach
Strategies for enhancing the brand book
Recommendations for building brand-building capabilities across the organisation
Guidance on ensuring consistent brand execution across all customer touchpoints
The Results
The brand-building coaching initiative delivered significant strategic value:
Enhanced Brand Mastery: Developed a deeper, more sophisticated understanding of brand strategy
Operational Clarity: Created a clear framework for operationalising brand positioning across the organisation
Strategic Alignment: Provided tools and insights to ensure consistent brand expression
“The brand-building coaching session sparked new thoughts for the brand-building journey – where to sharpen and focus, and to distinguish between the brand and the retailer. Heike’s recommendation extended to how to operationalize the brand positioning and achieve a consistent execution. I greatly benefited from Heike’s brand-building experience and would recommend connecting with her for your brand-building journey.”