BRAND STRATEGY - KANGSTERS

Inspiring more people to collaborate with us and increasing adoption of product by increasing the benefits derived from the brand experience

Contributions

Brand Audit
Brand Positioning
Audience & Ecosystem Research
Internal Messaging Revision
External Messaging Revision
Brand Architecture & Guiding Principles
Creative Direction

Understanding Our Community’s Current and Dream Life

To deeply understand our community's daily life

we interviewed customers, observed leaders, read community posts, and observed discussions in Facebook groups.

We discovered:

Their days were full of discomfort, pain, annoyance, missing the past, depression when seeing others, shame, and tedious activities to prevent sores, infections, and injuries
Their weeks included staying at home, being brought outside, and visiting medical professionals
Their months were a constant cycle of these experiences combined with seeing the joy in life, acceptance, and also health deterioration
Many hated being treated like they had a disability - and when they encountered challenges from others, they were quick to snap at them people
Many felt medical systems and businesses didn’t care about them and just sought to exploit them
Many shut out the rest of the world and only felt comfortable around other people with disabilities
Many used drugs to cope and many contemplated ending it all to escape the pain

And all they wanted, more than anything was:

Living with confidence
Doing things on their own again
Doing everything as if they had no impediment

Understanding What is Needed for that Transformation and Journey

To understand what is required, we observed the lives of the people making their pilgrimage and already made it.

We discovered the cold truth.

It is possible.

But between their current life and dream life was immense pain, constant effort, fear, sacrifice, uncertainty, and facing down doubts.

The average person doesn’t pull this off - they need to be super humans.

Understanding The Inner and Outer Forces Blocking Their Dream

It’s possible, so why weren’t more people making that journey?

While the community was receiving inspiration and guidance from leaders making the dream happen, the forces within and around them constantly discouraged them or reinforced the need for external support.

Their victim's thinking and reinforcement from others are killing them - mentally, physically, spiritually, and financially.

They couldn’t make the journey to their dream life because they were stuck inside of a victim’s triangle, or as David Emerald calls it, “The Dreaded Drama Triangle.”

Assessing Our Current Brand’s Positioning & Identity

To win investment and support from government programs, our brand focused on speaking to those decision-makers. We championed our existence as a startup for disabled people.

Our brand positioning and identity were not speaking to the community we wanted to serve.

With this more intimate understanding of our community overseas, we realized we needed to approach them differently.

Deciding Our Better Role for Their Dream Life

We saw that our community needed to be in The Empowerment Dynamic - not the Dreaded Drama Triangle they were already in.

With a Coach and Challenger, our community could adopt and maintain the Creator mindset necessary to make their Dream Life possible.

This is who we could be for them better than any other organization. Why?

The founders saw themselves in this way
Our key advisor and founding member is a former record-winning Paralympian Athlete and Coach for Wheelchair Racing who was paralyzed at the age of 6 in 1978 in South Korea and made it possible to live his dream life.
Our product is an exercise machine that requires people to exert effort and experience discomfort to become more independent, healthier, and stronger.

We would no longer be an “Able Tech Startup.”

We would be the Coach and Challenger helping our community break free of the shackles of the Victim Mindset and achieve their Dream Life.

Being That Force for the Community

Our Positioning

In a world where people using wheelchairs are made to feel too weak to reach their dream life, Kangsters is the Coach and Challenger that trains their strength to overcome any obstacle.