uSooth
Work sucks. 59% of America says so. Which means more than half the country is ill-suited for their occupation. And a great many of those, happy or no, are probably stuck with tens of thousands in student loans for the degree that got them the job they hate. It's a lovely system.
Services
- Competitive Analysis
- Web Analytics
- Brand Spanking Workshop
- Brand Platform
- Marketing Plan
- Marketing Messages
- Naming
- Identity Design
- Web Development
- Social Media
- Search Engine Optimization
- Content Management Systems
Industry
- Career Counseling
Challenge
To combat this tailspin of the American workplace, two highly-educated women came together to form a company called Insight2Careers. Their goal: help people determine what job would be right for them, thereby creating productivity and general glee.
One problem: the high-schoolers and parents they were targeting didn't want to pay for this service. And without a discernible brand behind them, most others didn't realize that said service existed, what it did and who it was for.
Solution
After many big words and pots of coffee, the Brand Spanking Workshop revealed that the gals had been targeting the wrong demographic. Their product, something they called "Career Science," was so intense and formative, it would better serve those of college age and beyond. Not to mention, that's where the money was.
And now that they weren't targeting crusty old parents, they'd need a hipper name, brand voice and website. Lucky for them, the Dominatrix does hip.
Tactics
First things first — the name had to go. The new one would have to be tech-savvy and modern, something quick and memorable but unique. And when nothing out in the vernacular satisfied, we just made something up. Going with uSooth, we wanted to call to mind the magic of finding the right life path — as if by soothsayer. Then we cut it down and augmented it with the lowercase "u" to keep it in the 21st century.
Next, if you have a unique product, you better brand that puppy. So we built a fort of web design, Google AdWords and SEO around Career Science. And since this was a new term they were introducing to the industry, we made sure their new website detailed it down to the electron, in a welcoming but quirky enough tone to keep even the most snarky 20-somethings at bay.
Reception
Energized by their rebrand, the uSooth gals have utilized social media to start pursuing their target audience in its native habitat. And they're also leveraging their new, more professional identity into investor meetings and group presentations, looking out for the future of the brand.
