“Connie Tang's understanding of her team, customers, brand, and challenges made her an invaluable partner in navigating a complex rebrand project. Her strength and ability to lead teams, mentor a multicultural, multigenerational sales force – in English and Spanish language forums – was absolutely awe-inspiring. Anyone fortunate enough to work with Connie will surely find their expectations exceeded.”
Juan C. Ortega | Owner, Ortega Design Group
Embarking on Brand Revitalization
Remaining Relevant
As President and CEO of Princess House, Connie Tang’s job was to ensure that the 50+ year-old brand remained relevant so it could attract new customers and individuals interested in building a home-based business. To achieve this, Connie led a rebranding initiative that included extensive research into Princess House’s customers, consultants, product offerings, logo, messaging and more.
Looking in the Mirror
The goal was to get a clear picture of who the company was, who they wanted to be, and how they would get there. The company wanted to hone-in on an overarching brand strategy that would be the common thread in their goals and objectives. The revitalized brand had to be grounded in real insights to truly stay resilient.
Digging into the Demographics
Connie and her team developed a plan to better understand Princess House’s 25,000-plus independent consultants, all from diverse backgrounds. With the demographic makeup of customers and consultants in mind, they conducted their research in both English and Spanish. Through telephone interviews, in-home ethnographic sessions, and online video forums, the team collected and analyzed perceptions based on age, acculturation level, maturity and geographic market. They also mined emotional perceptions and triggers that uncovered valuable insights.
Building a Resilient Brand Experience
By the end of the research and discovery process, it was clear that Princess House needed a fresh brand platform that would attract a younger, more diverse demographic, while still embracing the rich heritage that appealed to their long-standing consultants. Armed with a revitalized brand strategy, Connie and her team methodically executed to bring that brand vision to life. From iconography, logo design to the New Consultant experience and corporate office space - they weaved the refashioned brand pillars into all areas of the business for maximum cohesion and consistency to ensure enduring relevance.