Dr. Tim runs an aquarium supply company and has an impressive list of professional credentials including a Ph.D. in ecology, evolution and marine biology. Before Brand School, the “about me” section of his website was a laundry list of academic degrees, published articles, industry titles and honors, but it practically required a Ph.D. to read and understand it.
The problem?
His ideal target included regular “Joe” aquarium enthusiasts who are looking for support in keeping their aquariums healthy and vibrant. Through the work Tim did in Brand School, he transitioned his brand idea from “science-based solutions” to “success at any level.” He now deliberately presents a less intimidating, more welcoming user experience (complete with an interactive recipe TWIST – think of your favorite Food Network show) where buyers feel more at ease to interact with the brand and ask more questions.
Do you see the difference this personal and authentic TWIST adds?
It makes his brand more approachable, more relatable, and more likely to attract the amateur aquarium enthusiast who might be turned off by a brand that seems too scientific and overly authoritative.
“Before Brand School, we were more a ‘science’ brand but now the brand is about being a natural fish care company. That was common with dogs and cats but we were the first with fish. The products, liquids, and fish food are natural and that resonates with consumers who see fish and an aquarium as a slice of nature in their home.”
That wasn’t the only way Tim used the TWIST lessons he learned in Brand School. They also used a TWIST to overcome objections when launching a new product.
“We had developed the first 100% natural, non-GMO fish food but a possible roadblock was the customer had to make it themselves which takes only 5 minutes to make a month’s worth of food. So we twisted that possible negative – “Oh, I have to make the fish food” into a positive “ Really, I can make my own fish food” by adding our EXTRAS which are various additions (think of them as spices) that one adds to food to customize it for their fish.”
“The EXTRAS come in pepper grinders so the consumer literally ‘twists’ the EXTRAS into the food before placing the food in the freezer to gel. This makes the food easy to demonstrate and you see the smile on people’s faces as they instantly see this is fun and not hard at all. We even had a major store in NJ have their clerks dress up as cooks and demo the fish food – it’s a great YouTube video”.
Tim now has a powerful understanding of how to use TWISTS in his brand, but it he admits it wasn’t always easy.
“Initially it was hard to maintain focus and concentrate on running everything through the pillars but, as with most things, the more you do it the easier it gets and, this is the surprise, it actually makes it easier to make decisions. It if doesn’t fit – it’s out.”
“You have to trust the process. It was such a great experience for me. Though, after delving in, doing the work is hard. There is resistance, but having access to Julie with the one-on-one meetings helped to move the needle so we can continue in breaking through with a more creative flair to our brand. I’m so grateful I went through it.”
