1) What
is your business?
You create your own bra.
2) Describe
your business in one sentence
Build A Bra was created for
women and girls who need to find the perfect bra for their unique shape/size
and give them the chance to CREATE their own perfect bra of their liking.
3) Who
is your target audience?
Women and girls; young
teens, older teens, young adults, middle aged, seniors.
We have variations in design and comfort according to these female groups.
4) Who
are your competitors?
Mainly Victoria’s Secret,
but also large department stores that sell bras (JCPenney, Sears, Target,
Walmart, T.J. Maxx, etc.) at a lower price.
5) What
makes them better/worse than your product/service?
Advantages for Victoria’s
Secret: They have been around
longer (more advertised, well known, made a good name for themselves, etc.)
Disadvantages: I believe the first word that a girl thinks of when she
hears Victoria’s Secret is “sexy.”
VS’s advertisements are very sexually appealing and their models are always
advertised as such, making anyone feel like if they want to be sexy, then come
get your bras, underwear or lingerie here. However, there are girls that are
not that self-confident in their own skin and don’t believe they can look
beautiful just by being who they are. Build A Bra gives complete artistic
freedom in design, ranging from the sexiest to the simplistic cuteness as much
as you want. We’re about diversity in sizes/shapes in all women and girls and
encourage them to embrace it. I believe that gives an upper hand, as well as
offering this to be done at a lower price than Victoria’s Secrets does (because
they’re very expensive).
JCPenney, Sears also offer
quality bras at a lower price, so I would consider them to be my competitors.
They would also, along with VS, be located in a mall (most likely), which is
where Build A Bra would be located. This makes my advertising, quality product
and uniqueness efforts have to be on top.
Walmart, Target, T.J. Maxx,
etc. are places that offer bras that are cheaper as well and are alternatives
to my company, but they do not offer the artistic/design control my company
offers and doesn’t guarantee to fit the exact shape/size of the woman or girl
like my company does.
6) Do
you currently have an identity? (This is more for companies that are already
established and you’re just revamping the logo/corporate identity. If you have
a new company or product, skip this question.)
Not an already established
company.
7) (If
your answer to #6 is no, skip this question) What do you like about it and what
don’t you like about it?
Why
is this important? Even if you plan to change the logo entirely, it’s good to
keep an inventory about what specifically worked and didn’t work about your
previous design in order to inform the new one.
Not an already established
company.
8) How
do you want your image to be seen in two years?
I want Build A Bra to be a
place where every girl knows she is welcome. Whether they’re black or white,
fat or skinny, short or tall, or maybe even a breast cancer survivor—every girl
with their unique story to who they are is welcome. They can expect very
attractive designs of their choice for their bra, quality material for comfort,
and know that they have a bra put together by their own hands for their own
body.
These
following questions might seem silly, but their purpose is to help generate
ideas.
9) If
your company was an animal, what animal would it be and why?
I would say a dog. Dogs
don’t care how you look; they love you anyway. They want to love you, protect you,
be there with you in good and bad and be loved and trusted in return. I know
this is kind of deep, but I see that relationship with my customers. My company
is about caring and being there for the customer and whatever and their needs,
wants, expectations, etc. are. My company, like a dog, doesn’t care how you
look, but only wants to be your friend and take care of you in whatever way you
need—just like Build A Bra.
10) If
your company/brand was a person, who would it be and why?
Jennifer Hudson; she is a successful,
award-winning singer and actress. She has had her battles with self-image and
weight loss (which is a very large part of her story of discovery as well), but
has always been the type that has encouraged women and girls to be comfortable with
who they are, not who others tell you to be (which happened to her). She is
currently a spokesperson for Weight Watchers, but has made it clear that she genuinely
believes in a healthy body and taking care of herself, not being who Hollywood
says to be.
That kind of compassion/care/encouragement for other women and
girls who don’t see themselves as beautiful because our society defines beauty
as not embracing exactly how you are makes me want her to be my company if it
had to be a person. She carries herself with poise, independence, strength, and
an understanding that real beauty is just being you exactly the way you are.
11) If
your company/brand was an object, what would it be?
A uniquely designed,
personally made, comfortable bra.
12) If
your customer was a cartoon character, who would it be?
The Powerpuff Girls.
Blossom, Bubbles and Buttercup, all sisters, but totally different. You have
Blossom, the leader who is organized, wise and in charge. Then Bubbles, the
baby who is strong when needed to be, but quiet, sweet and tender. Then,
Buttercup, the tomboy who has tougher skin, prefers more action and isn’t
afraid to get dirty.
I love the differences
between the three of them, and I would expect that my customers would be the
same scenario: different girls with different agendas all coming to Build A Bra
to get the perfection in a bra that they need.
