RED DOG DELI EXTENDING THE LIFE OF YOUR PET.
THE SECRET SAUCE BEHIND BRAND Getting clear on who you are and why you're in business.
INSIDE OUT Uncover what has been sitting within the business from the inside out.
WHO IS RED DOG TALKING TO? Meet Amanda and Shelley.
ISSUES 1 & 2 COVERING BRAND DNA TO BRAND ATTRIBUTES
C O N T E N T S
01
On purpose: Digging down under your why and uncovering what Red Dog stands for.
07
Identifying your gap through future mapping trends in the market
08
Crafting your micro voice from the inside out.
09 12
Brand attributes and building out your core asset.
Who are you talking to? Meet your brand avatars and discover the key messages.
DIGGING DOWN INTO YOUR PURPOSE HERES WHAT YOU HAD TO SAY ABOUT IT...
Here is what you had to say about it: “Eating
Purpose: If you had to choose a message to
real foods make others healthier. It makes such
share with the world, what would it be?
a difference in your pets life.
“The benefit of what we do is that it’s minimally
"We are the choice makers for our pets!”
processed and that the benefit is derived from whole food.” Information is power. It is our responsibility to do that for others. Help others make healthier choices for every member of the family.
To...make healthier options for every member
Family focus - feed your pet healthier, feed
of your family.
your family better.
To...be the choice maker for your pet
When your pet is more alive and healthier, we
To...Help families thrive
become healthier
RESPECT, FAIRNESS, INTEGRITY WHAT DOES IT REALLY MEAN? What does respect mean? Ethical, love, care | honesty, understanding, listening | listening, reflecting, understanding What does fairness mean? Equality, sustainability, affordability | Equality, the “right thing”, win-win | Equality, compassion, awareness What does integrity mean?
.
actions, results | ethical, transparent, sincere, conscious | follow-through | thoughtful Balance, care, sincerity FINAL THOUGHT Homework: Creating accountability with principles within the company. Come up with 3 forbidden behaviours. Using those forbidden behaviours, re-craft those into core principles.
THE THREE WORDS YOU LANDED ON WERE: BALANCE, CARE & SINCERITY.
BRAND INSIDE OUT WHEN YOU'RE ALIGNED, THE GROWTH OF THE COMPANY IS EXPONENTIAL.
BRAND CHOICES
vacant, useless, we don’t sell things to people
Between local, national, international and
that they don't need, gimmicky, commercial,
global, where do you stand? | GLOBAL
corporate, trendy, fad, formal, distant, new, exclusive.
WHAT IS YOUR BRAND NOW? Raw pet food, quirky, fun, cheeky, not too
WHAT COULD WE BE?
serious, personable, “we or I”, a big personality
Reach more people and be more global, be more
that feels like your friend | Manufacturer of
outspoken, accessible, proactive, present and
real foods for pet’s health-care providers.
innovative. We could be more educational,
Needs help with the visual tone. A resource for
responsible in how we manage everything in
pet owners. Family and community. Innovative,
general. Setting standards for care. Advocacy!
open, growing, flexible.
It is more than just feeding pets, it’s ways to help families thrive!
WHAT ARE YOU NOT? Pretentious, premium, elitist, condescending,
Educating families on pet families.
“THERE ARE FAMILIES EVERYWHERE, WHY WOULD YOU NOT WANT TO HELP PEOPLE EVERYWHERE?”
TRENDS IN THE MARKET PAST, PRESENT & FUTURE
PAST | 1997-2007 -raw food sector was very small if even existent, no choices, economical. PRESENT | 2007 - 2017 -instead of grocery store, shopping at pet stores, getting more niche, specialty items at the front instead of the back, “healthy options” at the front of the store, minds changing about grocery shopping becomes the same as pet food, celebrity endorsement, Ellen Degeneres Halo, vet driven, product focused, treat symptoms rather than cause. FUTURE | 2017 - 2027 -Organic pet food, pet retail and whole foods, brand accountability for non-GMO, certified companies, relying less on vet options and more on research, vets educate themselves more, holistic and raw food vets, expectations are getting better, consistent education, nutritious health education, consumer driven, no consistent thought stream, instant gratification. THE GAP Nutrition, health, education.
KNOWN FOR EXTENDING THE LIVES OF PETS IN ORDER TO HELP FAMILIES THRIVE.
CRAFTING A VOICE WHAT IS THE PROBLEM YOU’RE SOLVING? Red Dog is real food. It’s changing the myths about what pets should be fed. Somewhere along the line, people felt that pets should eat pet food rather than just food. We are helping increase your pet’s life. WHAT DO YOU WANT TO BE KNOWN FOR? For providing real, nutritional sources, we are here for you, customer focused. “We want to be known for changing the statistic of how long your pet lives. Known for extending the lives of pets in order to help families thrive. Being known for feeding change. HOW DO YOU WANT TO LEAVE PEOPLE FEELING? -Well informed, prepared, proud, confident, part of the family, we owe that to them, we have to do whatever we can to ensure their health, no regrets, worthwhile, accomplished, rewarding, supported, done their duty.
KEY LEARNINGS | To determine what Red Dog stands for. What value do we bring from the inside out. How do the core values manifest in relationships? We invite people into a bigger conversation. Starting with why inside and out in order to help others make choices. Push Vs. Pull. Changing values and family. The Organic experience. Rather than a
RED DOG IS KNOWN FOR
chore, lifestyle over a marketing gimmick. It’s like a probiotic, it’s CULTURE.
FEEDING CHANGE.
DAY TWO // BRAND ATTRIBUTES
CULTURE FEELING
|
CUSTOMER
|
IMPACT
|
X
|
VOICE FACTOR
|
ATTRIBUTES FOR YOUR BRAND
Culture - fun, dynamic, easy-going, helpful, family, personable, positive, family, unique, caring, thoughtful, approachable, progressive. Customer - health-oriented, informed, female, pet-focused, boutique, health-focused, energetic, family centred, loyal, loving, educated, healthy, female. Voice - informal, knowledgable, helpful, friendly, unrehearsed, confident, informal, approachable, quirky, fun, honest, straightforward, confident confused, trusting ethical, proud.
Feeling - trusting, inspired loyal, satisfied, included, faith, frustrated, impressed, engaged, confident, underwhelmed, confused, confident, confused, trusting, ethical, proud Impact - Food, info, supplements, education tools, lifestyle, food, quality, health, natural, knowledgeable, lifestyle, support. X factor - team, people, family style approach, intent, flexibility, customer service, product variety, ingredient quality, process quality, standards, team, culture, intent, Inna
CORE ASSET Suppliers and vendors, formula, food standards, reputation, culture, staff, vaccum packed, longevity, manufacturing, customer base/list, relationship with holistic vets,
“A hub for longevity,
formulas, standards.
information,
Improving the quality of life and
education
education to holistic vets, customer,
longevity of pets. .
and research for pets.”
HI, MY NAME IS AMANDA -Lives in Kitsilano, BC -No children -In a relationship but he does not live in -Local coffee shops -Instagram is a massive source of information -Practices yoga at lunch so she can have her evenings free -Has a golden retriever and a cat named Pebbles -Does not own a car, instead gets around by bicycle -Tries to buy as much organic produce as possible -Shops at SaveOn and Super Store -Interracial, agnostic -Is the youngest in her family, has an older sister -Goes home to pets, wine Netflix and Orange is the New Black
NEEDS
Convenient No fuss Consistent Reflects her values Connected Near the ocean Places to take her dogs, like on the sea wall Community Convenient No fuss Consistent Reflects her values Connected Near the ocean Places to take her dogs, like on the sea wall Community
LOVES
HATES
NATURES PATH SILK LULU WHOLE FOODS NATURAL PRODUCTS COCONUT OIL GOOGLE LOCAL BUSINESS COMMUNITY PODCASTS INSTAGRAM FAMILY PETS SELF GENUINE PEOPLE IPHONE INDEPENDENCE NATURES PATH SILK LULU WHOLE FOODS NATURAL PRODUCTS COCONUT OIL GOOGLE LOCAL BUSINESS COMMUNITY PODCASTS INSTAGRAM
STARBUCKS WALMART KELLOG’S DONALD TRUMP SUGARY DRINKS PROCESSED FOODS CAN’T GET OUTSIDE SMOKING PRETENTIOUSNESS
HI, MY NAME IS SHELLEY -48 years old -I'm a librarian -Ate whole foods growing up -Grew up eating dinner around the table and instilled that into her children -Had a house on the country farm -Married with children, one child is 19, the other 22 years old -Shops at Mark’s Work Warehouse, Mac and Estee Lauder -One-stop shop -Likes comfort -Is in good health and takes care of herself -Has 2 cats, Kramer and Jerry -Watches the Deja Vu channel -Shops at Kims and Safeway for groceries and Costco when the kids come home -Lives in West Vancouver
LOVES IKEA READING / PEACE AND QUIET A GOOD DEAL HER BOOK CLUB ONLINE SHOPPING WINNERS KIRKLAND STARBUCKS
CAPTAINS
Rodney Habib Julianne Lee Dr. Max Smart Marty Goldstein Karen Beccer Peter Dobias Dogs Naturally Pet bloggers/vloggers
HATES
MALLS CROWDED SPACES TRENDY WHEN THINGS BREAK (AND FINDING SOMEONE TO FIX IT!)
K E Y
M E S S A G E S
01
Striving for a better lifestyle is about your whole life.
02
A healthy family and community dynamic improves quality of life.
03
Food feeds body, community feeds soul.
04
Love means nurturing the body and soul.
05
Diet is more than a collection of nutrients, it’s a process.