Percy
Brand evolution for an innovative sleep behavior measurement system.
Percy is a behavioral measurement system that helps people get better sleep.
Percy isn't just another sleep tracking device; it's a transformative platform dedicated to revolutionizing sleep healthcare with comprehensive behavioral and environmental insights.
By making it easier and faster to diagnose and treat sleep disorders without unnecessary medication, Percy is changing lives one night at a time.
The founder of Percy, a Board Certified Behavior Analyst (BCBA), came to us ready to take her groundbreaking technology to the next level. The business was poised for growth, and we were excited to help them reach their full potential.
We believe everyone deserves to get the sleep they need to unlock their full potential.
And so does Percy. To help them reach more healthcare providers and individuals who need help improving sleep, we used our entire Brand Being Method.
Phase 1: Brand Heart
We start every Brand Being project with Brand Heart. This is the compass for all future business decisions. Brand Heart aligns the vision, purpose, and values that translate to the Percy team and their customers.
We defined Percy's:
Purpose: why they do what they do
Values: how they work
Vision: what they're working towards
The Brand Heart process left the Percy team with clarity on where the business was headed. We clarified their purpose: to improve—and even save—lives through the power of sleep. We also established their core values of Endurance, Vulnerability, and Verity, which guide how they work and interact with others.
Phase 2: Brand Positioning
The second step in our Brand Being Method is to translate Brand Heart into words that will be magnetizing to the right people.
Through positioning with Percy we:
Defined their Point of difference
Identified their target audience
Uncovered their target's problems and motivations
Developed the solution their target audience needs
Crafted a brand advocate
We established that Percy has three different audiences, B2B clients, B2C customers, and the general public. These unique messaging components we created in brand positioning sets Percy apart in a crowded market of sleep technology.
Phase 3: Brand Personality
Step three of the Brand Being Method is Brand Personality. Here we combined voice and visuals to develop a brand perspective that speaks to Percy's ideal customer and employee.
Our team created:
A Unique Brand Tension Point: Bold Humanity
Custom Voice Traits: Authentic, Empowering, and Audacious
Vision Board: Do's and Don'ts for visual identity
Full Visual Identity System
Now, Percy knows who they are and who they are talking to. This clarity can only come when you take an inside-out approach to brand to identify the unique ability your business brings to the market.
Phase 4: Brand Implementation
After completing the Brand Being process, we took the next crucial step: putting the brand into action.
Our goal was to ensure that the brand we crafted would effectively guide Percy's marketing efforts and help them connect with their target audience.
To achieve this, we developed a comprehensive LinkedIn strategy tailored to Percy's unique position in the sleep healthcare industry. This strategy was designed to leverage the platform's professional network to reach potential investors, partners, and customers. We created best practices for content creation, posting frequency, and engagement, all aligned with Percy's brand voice and values.
Recognizing the power of founder branding, we also crafted a mini version of positioning specifically for Percy's founder, Conner Herman. This empowers her to speak about Percy in her own authentic voice while maintaining brand consistency.
We developed a unique personal brand identity for Conner, positioning her as an "Intentional Maverick" – someone who is both accessible and exceptional, combining heart and smarts in her approach to revolutionizing sleep healthcare.
We provided Conner with guidelines on sharing personal stories, highlighting achievements, and engaging in industry conversations. This approach allows her to leverage her unique background – including her experiences as a former Air Force Major, NSA Intelligence Officer, and mom of four – to build trust and connect with Percy's audience on a more personal level.
By implementing these strategies, we've ensured that the Brand Being work we completed for Percy isn't just a set of guidelines sitting on a shelf. Instead, it's an active, living framework that guides every aspect of Percy's marketing efforts, from social media content to founder communications.
This comprehensive approach helps Percy consistently communicate their value, build meaningful connections with their audience, and work towards their vision of improving lives through the power of sleep.
