What do you do when your business needs to pivot – and fast? Vicki Workman had been a guitar teacher at the Croydon G4 Guitar School since 2005 until the pandemic forced her to move it all online. Vicki realised the opportunity to reach a world beyond her ‘hood.
She needed to rebrand but was stuck for a name, so she booked a naming call with us and ‘Own A Chord’ was born.
I booked in for the Brand Accelerator and we started the day by exploring Vicki’s Five Aspirational Brands (FABs), many of which were aligned with iconic youth culture – Levi’s, Dr. Marten’s, Converse.
In the Stand Out phase, we identified the clichés in her industry to avoid: guitars, plectrums and musical notes. We knew that Vicki’s students aspired to performing live, perhaps join a band. So we looked to iconic bands for inspiration instead, e.g. Metallica, ACDC, Guitar Hero, with colours taken from that world too: “Who Blue” and ‘Dre Red’. We used the plectrum shape in an unexpected way to add visual interest.
The result is a powerful and meaningful brand with impact that students and parents love. It looks great on ‘merch’ too, so Vicki is creating a new income stream!
Make sure your brand is in tune with your business…BOOK A CALL