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In the context of the international expansion of DBS Beauty Store and DBS Companies, a carefully developed brand strategy was designed to promote sustainable and progressive development. The strategy focused on establishing the brands as leaders in beauty and wellness solutions in the Chilean and Latin American markets. At the same time, the organization's adaptive capacity to digital transformation challenges was strengthened, aiming for greater innovation and a future-oriented vision.
For both DBS Beauty Store and DBS Companies, essential strategic pillars were defined, providing a clear structure and a targeted approach to each phase of the project, aiming to achieve a solid and notable impact in the market.
El proceso implicó revisar y desafiar las definiciones estratégicas más profundas tanto de DBS Beauty Store como de Empresas DBS. En conjunto con el equipo de DBS, incluyendo a su fundadora Dominique Rosenberg y su Gerente General Jaco Leopold, se redefinieron los atributos, experiencia, valores y propósito que hacen a DBS distinta a otras marcas, pudiendo alinear a la organización y movilizarla hacia la creación de un impacto positivo tanto para la sociedad como para sus colaboradores.
The process involved reviewing and challenging the deeper strategic definitions of both DBS Beauty Store and DBS Companies. In collaboration with the DBS team, including its founder Dominique Rosenberg and General Manager Jaco Leopold, the attributes, experience, values, and purpose that make DBS distinct from other brands were redefined. This alignment enabled the organization to mobilize towards creating a positive impact for both society and its collaborators.
Para construir una marca sólida y consistente, se trabajó la estrategia de comunicación de ambas marcas, Competitiva y Corporativa, mediante la construcción de un relato para las distintas audiencias. Por último, basado en el modelo del Laddering, se abordaron tanto los aspectos tangibles de la marca (atributos y beneficios funcionales), que permitieron comunicar con claridad su propuesta de valor; cómo los intangibles (beneficios emocionales y valores de marca), con el fin de fortalecer el vínculo emocional con todos sus stakeholders.
To build a strong and consistent brand, the communication strategy of both the Competitive and Corporate brands was developed through storytelling for different audiences. Finally, based on the Laddering model, both the tangible aspects of the brand (attributes and functional benefits), which allowed for a clear communication of its value proposition, and the intangible aspects (emotional benefits and brand values), were addressed in order to strengthen the emotional bond with all its stakeholders.
Proyecto para www.sientecinco.cl