ZLAYET & SONS

Zlayet & Sons is a diamond and online jewellery company. Looking for new business opportunities, the team started with an innovation scan.

A key hotspot in customer experience and marketing was identified: differentiating while maintaining competitive pricing. A co-creative strategic branding workshop explored how to differentiate. Key brand characteristics were mapped and the consumer archetype that fits Zlayet & Sons was identified. The company’s brand DNA was integrated into the new website.

The first step in this innovation project was an open innovation scan to identify opportunities for innovation. As a small SME, it quickly becomes apparent that there is often not enough time to think about innovation due to the many daily operational tasks. Alain jumped at the opportunity to have experts help Zlayet & Sons look at the company through an innovative lens. During the innovation scan, the different steps of the value chain were analysed: purchase of semi-finished jewellery, jewellery production, marketing, sales and customer service. At each step, aspects of the business were examined, including productivity, authenticity, risk, customer experience and ESG. An initial analysis revealed a significant hotspot centred on the organisation's customer experience and marketing. The key question emerged: how do we create a differentiator in the marketplace while ensuring we can offer a competitive price to the consumer? Should we develop a differentiated collection or launch a differentiated brand?

Solution developed

We organised a co-creative strategic branding workshop around the consumer website. To explore differentiation, the following research questions were discussed: Which market should we target in the future? What is the ideal customer profile of the future? What aspects do they value most? What are their motivations and fears? Using the Brand Identity Framework, we mapped out the key brand characteristics. During this exercise, we looked for an archetype that best fits Zlayet & Sons. Some brands want to project strength through innovation, a sense of control and excellent service. Others, like Chanel, want to create a strong connection with the consumer by conveying passion and sensuality. Zlayet positions his company as a trustworthy and competent business partner in the Antwerp diamond sector, because his customers value security, trust and honesty. The DNA of this archetype has also been translated into Zlayet's new website.