How To Nail Local Marketing with with Jena Wolfe, VP of Marketing at Goop Kitchen | Ep. 444

I love that Marking has a seat at the table with this because you don't, sometimes you kind of...

You don't get the seat of the table and then you have to market something that may not align with that DNA you've been marketing for a long time.

But it's nice to hear you had some seat in the table to help design what does the brand feel like in person, which I think is really cool and really essential to make what this is.

Really, it was like an online experience, like feel like in person, which is really cool to hear that Goop did that.

I also wanted to ask, like, how do you, like when you bring on a new teammate or new team members, how is like that brand DNA passed on? Like, how do you document it to make sure like everyone in the team is living and breathing these like values that Goop embodies?

Yeah.

So from like a brand identity, creative perspective, we have a very robust brand book.

And that was the first thing I did when I joined the company is I worked with Gwyneth and a small team internally to build a a brand positioning and brand guidelines that were very robust, not just here's our logo, here's our colors, here's our fonts, but all the details of how to bring it to life.

And then like, here's how we speak.

Here's how we don't speak.

Here's what we value as a brand.

Here's our brand on a page.

Here's how we, you know, here's how we approach art direction and photography.

And we redid all of our photography and here's how we come to life in X, Y, and Z ways.

So we have a really robust brand book and then we try to make that really actionable for the team that's executing against it.

So however your team is designing, if they're in Canva or Figma or Adobe Suite, you know, we try to build out really clean, easy, accessible content.

depositories for all of the brand materials.

Like a lot of our team does stuff in Canva.

We have like a whole brand suite there.

So that's getting very, very logistical.

In addition to like the brand identity, we also have more corporate values that our operations team has.

leads the development of and tries to imbue into all of our team meetings, our leadership meetings, our alignment meetings weekly.

So it's a company that really cares about values and culture and mission.

And there's many ways that we're constantly trying to reinforce those values and have them be shared and felt and understood by everyone at the company level.

And as we grow, because we're growing rapidly, you know, we're just, we're constantly iterating on the best ways to do that.