Paper & Tea
How do you transform an unclear market differentiation into an opportunity for large-scale growth?
By developing a bold, purpose-driven brand identity that supports market expansion.
Paper & Tea has a big goal. To expand significantly in 4 short years. To do so, they needed to understand their new target audiences across Europe, uncover their future vision and purpose, rally the leadership around a single-minded “reason for being”, and use these insights to create a clearly defined brand, with a strong foundation, and a connected team.
The Potential
We had the wonderful opportunity to relook the existing brand vision, core competence and value proposition, in order realign it with their new brand differentiation and target audiences. This would mean there’d be no room for interpretation of the purpose and would simplify the team’s decision-making process. This would unlock opportunities for growth, bring the leadership team together, and create a solid foundation for the future.
The Solution
Once we had determined that a new purpose-driven positioning was necessary, it was time to work with the team to uncover their vision. I conducted 1:1 interviews with senior management, sparring sessions with the Chief Brand Officer & Head of Communication, ran an in-depth store analysis, and thoroughly reviewed past brand material. This was followed by an online team workshop and an intensive 3-day in-person team workshop in Austria, where we defined and aligned the brand’s WHY, HOW, and WHAT in a safe and empowering environment. Together we crafted the brand's vision, mission, and purpose, along with an immediate implementation action plan. The outcome was a clear and distinctive brand positioning for Paper & Tea 2.0., that the entire team believed in, which would set them up for success in their global expansion.
In addition, I assisted in the curation of a Press Launch Event in Vienna to mark the opening of their first store outside of Germany. Key influencers were invited to amplify the brand's presence, their story was shared, and the team came together to celebrate the start of something beautiful.
Results
Building a robust foundation for successful expansion in Europe and beyond.
Clearly defining the brand's unique positioning through a purpose statement, vision statement, mission statement, brand statement and well-defined brand values.
Identifying future customers and understanding their functional, emotional, and social needs.
Establishing a shared understanding, beyond words, of the brand's future direction and the necessary actions to be taken to achieve it.
Thoughts from some of my brilliant, innovative clients.
-
I warmly recommend Michaela to any company seeking a transformative but warm-hearted and value driven consulting experience. Working with Michaela was incredible because she truly cared about us as individuals. She went above and beyond to create an inclusive space where everyone felt valued and heard.
Katharina Fischer - Head of Brand Communication
-
Working with Michaela was really helpful, professional and on point. We believe that people can make a difference and Michaela is the best example of it. Focussed, open minded and excellent at creating moments where people feel comfortable to move things forward and build a base for success. We thank Michaela for her support, energy and effort.
Markus Schwitzke - Chief Brand Officer - Paper & Tea
-
Reference is coming...
Vitalis Martin - Director Brand Culture