Sharp Sharp
A sweet brand strategy for Phat Kandi
The challenge
Phat Kandi is a pop culture brand inspired by Japanese aesthetics with a British twist. It has partnered with Roblox, Dolls Kill and Republiqe on fashion products and is now moving into collectibles for fashion-conscious adults. In order to make this change a success, Phat Kandi’s founder Melanie Williams (who is also a fashion design associate for Sharp Sharp) needed to review and re-assess the brand, and asked Sharp Sharp to do this using its BrandSeed brand strategy process.
What we did
We developed BrandSeed as a way of streamlining and reducing costs within the brand strategy process, in order to bring effective brand strategy within reach of smaller and younger businesses.
This enabled us to develop a strategy with Mel within a couple of weeks working around Melanie’s other commitments. It also means that Melanie can start putting it into action in time for the winter and spring trade show season. The initial information required is gathered through a series of user-friendly surveys, with a consultation with Sharp Sharp’s director built in when discussing the brand strategy itself.
Of brand relationships are driven by shared values
We developed a brand purpose to build all-important shared values with its customers. As those customers are a creative bunch, and collectors are often seeking community, the following brand purpose was developed: ‘Fostering belonging and self-expression through a creative community’.
To enable the brand strategy to be rolled out consistently and swiftly, we also provided a bespoke tone of voice guidelines, SEO recommendations and a messaging framework, which includes ready to use pieces of key brand copy for use on the brand website, social media and beyond.
The results
Mel is now busy developing the new products and planning how to implement the brand strategy. Our brand strategies are most effective when applied to all aspects of the business, from its products to its people and its communications, so this is an ideal time to implement it.
“Phat Kandi’s partnership with Sharp Sharp through the BrandSeed process has resulted in a clear, consistent, insightful and purpose-driven brand strategy that will guide myself and my brand’s expansion into collectibles. Through Brand Seed’s discovery process it became apparent that our core values and purpose was to create a sense of belonging and creativity when “buying into the Phat Kandi brand”.
Since working with Sharp Sharp’s BrandSeed process, we have now progressed to developing new, unique collectable prototypes ready to be positioned to take to market by building a loyal community of collectors and stand out in the competitive landscape of fashion and pop culture collectibles.”
About BrandSeed
Our BrandSeed service brings the business benefits of a comprehensive brand strategy within reach of businesses of all sizes. The process is fast, economical and easy to grasp. Most importantly it helps to ensure that the brand achieves the authenticity, consistency, differentiation and relevance required to deliver real impact for businesses. It achieves all of this through the intelligent use of AI, which is combined with expert human oversight.
For enquiries about Phat Kandi, Melanie can be contacted at phatkandi.com