Recently I spoke to a “small” entrepreneur with big ambitions. Her goal is to become the new benchmark in the beauty care industry and to build a strong brand with FG Clinic. During a strategic session we zoomed in on the mission of the company, how it relates to others in the Dutch market and its positioning.

The promise, the brand personality and the ideal customer response were documented in a Brand Passport. The Brand Passport became the guidelines for the further development of the logo, the creation of content, the content of the website, the social media channels and the interior of the company.