Seventh Sense
Brand Strategy + WEBSITE REFRESH
The Process
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Discovery
To understand the brand identity of Seventh Sense, we needed to fully immerse ourselves in the CBD industry. Uncovering where this brand falls within the CBD industry was the first step in our process to begin their websites rewrite. Our discovery phase consisted of deep research and conversations with the Seventh Sense team to start developing their brand strategy, as well as, a full website audit and competitive comparison using a competitive matrix.
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Strategy
At The Authentic Co, everything starts with strategy. That’s why this website rewrite began with brand discovery and strategy development presentation. This allowed us to find the true Seventh Sense voice and implement that into their website. During the strategy phase, we began to lay the groundwork for all of the brand messaging we would bring to the website.
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Delivery
Our goal was to give Seventh Sense a guide to write for their business in their authentic voice. This helps them foster deeper customer connections using a brand position that puts people first. After thorough brand discovery and solidifying Seventh Sense’s new framework, we were able to implement refreshed copy on over 150 website pages.
Industry Intelligence Exploration
Our brand discovery process began with a deep dive into the CBD industry. Collecting industry intelligence and top takeaways assisted in finding where this brand stood out. After exploring other CBD brands, we were able to pinpoint where Seventh Sense fell on a competitive matrix. This process helped us better understand how to navigate the digital space for CBD.
Women in CBD
One notable trend from this research process was the impact of women in CBD. A majority of CBD companies are women-owned. That's significant, especially for the cannabis biz. According to Dr. Stephanie Trentacoste McNally, MD, “There’s still this pervasive belief in the medical community that anytime a women complains about her health, it’s either related to her hormones or all in her head.”
Women are not treated for their health as successfully as their men counterparts and that is a possible contribution to their large involvement in the CBD industry. As a result, they need to find ways to thrive and CBD is one option for increasing whole-body wellness.
Brand Framework Development
Connecting and defining Seventh Sense’s voice and the mission was our introduction to developing their entire brand framework. When working on a brand framework, the goal is to present a brand story that reflects the new position and tone. Seventh Sense wanted to put people first in their messaging. We created a clear positioning statement, value proposition, and mission to align with our proposed brand pillars. These pillars helped build a foundation for the brand to live on.
Website Copy Refresh
In this stage of the project, we evolved the new brand strategy into customer-facing messaging. Entering the Seventh Sense website copy refresh, we use a website content audit to evaluate the current website's strengths, weaknesses, and opportunities. We noticed their website messaging lacked a solid strategy and consistency. This hindered them from connecting to their target audience. We took a solution-based approach to achieve the people-first messaging that Seventh Sense needed to connect to its audience. We updated copy on over 150 website pages including the Home, Why CBD?, About, Solutions, and Product pages.
Original website copy:
copy after the website refresh:
Subscription and Rewards Program Elevation
Through our website refresh, we were also tasked with improving the current subscription and rewards programs. We helped elevate the former subscription model into the Feel Good Club—a membership for people who are ready for uninterrupted access to their favorite wellness products. A valuable membership program increases loyalty and subscriptions which leads to long-term, customer revenue and strong customer relationships.
Ready to Get Results?
Get in touch with us today.