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What the client needed help with
Lure Essentials is a really interesting US-based product brand specializing in massage and therapeutic cupping tools for home and professional use. They had strong Amazon sales, a functioning website, and an engaged social media presence. Their main goal was to grow their website sales and bring more traffic with content marketing. They came to Brand Doula looking for content support, but it quickly became clear there was a bigger issue: they weren’t sure who their ideal customers really were, lacking clarity around their audience and brand positioning.
They also felt like they were constantly reacting — hiring contractors for social media, running promotions here and there — but without a strong brand strategy tying it all together. That’s when they asked us for help — not just as content creators, but as brand strategists.
Health & wellness
Lure essentials
Aligned the entire team and partners around a single brand strategy with clear direction.
Clarified who their customers really are and what messaging drives them to act.
With our analysis, they could solve two problems at once:
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What we did
For Lure, we started by reviewing their key channels — Amazon, website, and social media — while also looking at how they were mentioned across the web: in blogs, articles, and media.
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Customer Avatars
We created detailed profiles of Lure’s customers — who they are, what they care about, what drives them to buy. It wasn’t just about demographics; it was about understanding their mindset and lifestyle.
Tip for your business: don’t get into the trap of thinking “my product is for everyone”. For Lure, their initial positioning was too broad — “our product is for men and women between 18 and 75 who want to be healthy using home tools.” We helped break down their general “home user” segment into three distinct customer personas, each with different ages, lifestyles, and values — and then mapped specific Lure products to each group.
Here’s what we delivered
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Competitor & brand audit
We analyzed Lure’s competitors — their product positioning, visual identity, and tone of voice. The challenge in this niche is that most products look similar, but Lure offered significantly higher quality. We identified gaps where Lure could stand out, strengthened their value proposition, and helped them claim a stronger market position.
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Brand strategy roadmap
We put together a practical strategy — value propositions, messaging pillars, content ideas for Instagram and Amazon, loyalty program concepts, collaboration ideas with influencers. We gave them a playbook they could actually use as a roadmap, not just a theoretical document.
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Brand Guide
We distilled everything into a Brand Guide — a super handy document that helps everyone on the team, from social media managers to contractors and partners, stay on the same page with how Lure should look and sound like. It’s like a cheat sheet for making sure the brand’s voice and visuals stay consistent.
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Quick wins + long-term vision
We didn’t just focus on the big picture. We gave Lure practical, small fixes they could implement right away — like tweaking their product descriptions and Instagram captions — while also laying out a longer-term growth plan.
Honestly, this project was a reminder that even established brands can hit a plateau when they lose sight of who they’re really serving. Lure had solid products, strong sales, and a CEO who genuinely cared about the brand — she knew the value of what she was offering, and you could tell she put her heart into it. They only missed a stronger brand story to hold it all together and help the business grow with intention.
This wasn’t just a branding exercise on paper; it was about helping them build a foundation they could grow from. Now, they have a much clearer idea of who they serve, how to speak to them, and how to scale their impact.
What we learned