CASE STUDY
Empowering Stringed Musicians
ASViolin is the preferred string instrument shop for many musicians. They provide the widest selection of instruments and accessories, a state-of-the-art experience, and superior customer service. They provide you with your first instrument or an instrument to take you through your playing career.
My mission? Help ASViolin develop its own brand, increase brand awareness, and establish its online presence. These will lead to acquiring more clients and business growth.
Considering all client touchpoints, from visual identity to online experience, and everything in between, our strategy has to be complete and coherent.
CHALLENGE
Establish the company as one of the world’s most reliable one-stop shops for stringed instruments and accessories.
OUTCOME
I helped ASViolin in concentrating on its brand and marketing plan. As a result, the business’s size, foot traffic, customer registrations, student enrollments, and online sales all increased.
Developing the Strategy
I learned about the issues ASViolin faced at a strategic discussion with the CEO. During the process, we gave the demands and objectives of the company and its clients priority. This served as the basis for ASViolin’s branding and marketing strategies.
Understanding the Users
Customers come first at ASViolin. They put their clients’ needs first and offer advice on how to play well and take care of their instruments. We developed distinctive user profiles to depict the variety of its clients in order to comprehend their wants. Their psychographics, needs, and desires were all vividly depicted by this.
ASViolin Customers
Students
Hobbyists
Professionals
Fiddlers
Defining the Brand
I worked one-on-one with the team to fully understand their operations before coming up with a comprehensive strategy together. In terms of how things should look, sound, and act, this developed the brand’s character. Then, these pillars may serve as the foundation for all of their marketing initiatives.
Brand Attributes
Customer-Centric
Craftmanship
Dedication
Elegance
Empowering
Positioning
A lot of thought and research went into creating the ASViolin brand. By developing a welcoming, helpful, and pleasant setting, they want to create a more inclusive one-stop-shop for stringed instruments experience. The three pillars of customer-centricity, commitment, and affordability were then used to build the brand. Understanding their goals contributed to the organization’s positioning statement’s definition.
Brand Positioning Statement
Beautiful music starts with a beautiful instrument.
Website Redesign and Development
A simple navigational experience. I built the ASViolin website, which acts as a hub for all of their stringed instruments, related gear, and lessons. The goal was to make it simple for people to learn about ASViolin, choose their ideal instrument, and practice playing the strings.
Results
ASViolin fulfills expectations from the moment one sees their website. Because of the positioning and initiatives, we established for its brand, ASViolin saw a growth in its online sales, enrollments, inquiries, and collaborations.