11 Big Lessons From Handcrafted HoneyBee’s Transformative Rebrand

Handcrafted HoneyBee, a skincare kit brand, realized they were selling to the wrong audience. They took stock and decided to completely rebrand their business from the ground up.

Our clients, Stacia & Robert Guzzo of Handcrafted HoneyBee came to us to tear their business down to the bedrock and build it back up again. It was an inspiring project! Here is some insight straight from them, into the rebranding process and strategy they used.

They began as a brand that wanted to empower women, but that wasn’t why their customers were buying.

Handcrafted HoneyBee Heroines

They started to dream bigger, and they found that the magic happened when they began to think smaller:

The women most in need of self-confidence and inspiration are actually women-in-the-making.

  • Did you know that the number of women earning Bachelor’s degrees in computer science in the U.S. has plummeted from 37% in 1984 to 12% in 2011?
  • Or that a recent study conducted by the Girl Scouts suggests that girls who are interested in STEM are more likely to view obstacles as something that can make them stronger?
  • Or that a recent survey of 200 female entrepreneurs from Inc 5,000 companies identified female mentorship as a critical part of their success?

In every girl, there is a potential inventor. A potential artist. A potential entrepreneur. A potential chemist. And we can help to nourish and unlock that potential.

We want to empower the next generation of promising young women to become leaders that can integrate logic, creativity and intuition to solve the problems of the world around them.

And we’re going to do it with a simple kit.

Handcrafted HoneyBee, product photography hero shot

What made this branding and website project so effective?

Of course the Aeolidia team does their best on every project. I’ve managed to pull together a group of designers, developers, strategists, and content creators who are never able to settle for “good enough” – they’re constantly going above and beyond the call of duty. We provide the design and tools and our client uses them to build their business.

But sometimes a client comes along who is able to harness the power of the Aeolidia team to make something that is almost guaranteed to succeed. What did Stacia and Robert bring to their project that will likely ensure their success?

  1. A deep understanding of their brand, their perfect customer base, and what differentiates them from others in the market. I can’t overstate how important this is to success.
  2. The knowledge that the project with Aeolidia is an investment, not a cost. This difference is vital. A cost is something that isn’t going to help you make more money. The heating bill for your studio is a cost, and something that you might as well try to keep down. A design project, however, is an investment. Keeping costs down here is going to hold your business back. Investing where it makes sense to is going to let you 10x or more the price of the project.

Robert explains their plans and mindset in great detail in this multi-part series about their rebrand with us on Academy of Handmade. Sharon Fain of Academy of Handmade has turned this into an ebook that doubles as a workbook for you to do the same for your business. You can grab that here:

Rebranding from the ground up ebook

Download the ebook directly

You can also read through those posts on the Academy of Handmade site, by following the links next to each blurb, below. So fascinating!

A-Z rebrand with Handcrafted HoneyBee

Prologue: we were struggling and everything felt like an uphill fight

“If you are struggling with your current brand – trying to find your voice, striving to figure out why your message is not connecting with your audience, seeing that your business goals are not aligned with kinds of customers you are attracting – then this story should offer you some hope. Because we were there. Oh yes, we were there big time.”

Part 1: the need to change

“Our current brand was failing to resonate with the customer we had targeted, but it was also failing to effectively serve the customer we were actually reaching. We had a choice to make: either take a hard look at all aspects of our current brand and fix it to attract our target customer, or go all-in on a ground-up rebrand in order to provide real value to our actual customers.

Part 2: the work it takes to get a rebrand right

“But brand is so much more than the visual style. It’s more than the logo. It’s more than the website or the product or the blog. Brand is the heart of the relationship that you want to have with your audience. It’s the foundation of your entire business. It’s your reputation. It’s your WHY. And that’s why a rebrand should never be taken lightly.”

Part 3: how to choose a designer

“The day that Stacia got the quote, she wrote me at work to say, “It’s a lot of money… but it could also be the tipping point. The thing that gets us to the point where we are making a living from this dream. And it’s a really good proposal. We have some talking to do!”

Part 4: creating compelling content

“The more we wrote, the more we fell in love with our new brand! Because the more we wrote, the more we realized just how much of a need there was for what we are creating. We realized just how much we wanted to serve our customers. And we realized just how much we had to offer them.”

Part 5: creating and using your brand guide

“And here’s the craziest thing. Our designer was surprised when she saw how much we were actually using it. In a recent correspondence she wrote, ‘Rarely do my clients take their style guide and really run with it! I think of all my clients, you are only one in a small handful who has.’”

Part 6: creating compelling packaging

“Our top goal was packaging that could speak for itself. Previously, our products would sell when we were there in person to speak with the customers. But we didn’t have packaging that could sell a product on a shelf or on a website.”

Part 7: juggling two brands at once

“Whatever we planned to do for our content marketing, we wanted to honor the audience & customer base that had gotten us to this point. So one of our main goals was to help our current audience understand the reasons for the rebrand and invite them to share in our vision for the future.”

Part 8: building a homepage

“Our short-term goal was improving our online sales conversion. Our long term goal was a bit more complex: strengthening our customers’ relationship with the brand. As the owners, Stacia & I were in charge of content creation, but each member of the Aeolidia team would be able to contribute to the story we were trying to tell, the value we wanted to deliver & the connection we wanted to forge.”

Part 9: launching the new site

“Bespoke tailoring is clothing built from the ground-up, starting with your body. Bespoke fits you perfectly because it was made precisely for you. It has the features you want because it was designed with your needs in mind. The same is true for a custom website.”

Epilogue: relationship advice for your rebrand

“We began this rebrand with a strong focus on our “why.” It was a vision of the future, the seed of an idea. Everything that followed—our content, our visual identity, our packaging, our website, even our product lines—sprouted from that seed.

And those investments in our brand have started to bear fruit. In the kind replies of our newsletter readers. In stellar customer reviews. In awards & press coverage.”

Grab the workbook to do this for your business

Sharon has made the workbook not only inspirational, but actionable. There are takeaways for each section, and areas for you to fill out and dream big for your business. Sharon has generously offered this ebook to you, and you can get the PDF directly from the link below:

Rebranding from the ground up ebook

Download the ebook directly

Visit Handcrafted HoneyBee!

Visit Academy of Handmade!

Contact me if you want to work some magic for your own wonderful business.

Have a wonderful day.