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KINESIO
Tapes

[ Re-Branding Strategy ]
Healthcare Kinesio Tapes
Scaling E-Commerce,
11/2020-04/2021
  • Brand |
  • Web |
  • App |
  • Code |
  • [x]

Re-Branding Marketing Strategy
for Sports Health Care Product, which drived 20% more Conversion

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Situation

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Results

Team

Brand Management

+++++++ Kinesio Tape Value/Market Fit

Re-Branding Positioning Strategy for Kinesio Tapes for Self-Application

  • Brand Story: Effekt Manufaktur is a young FBA Amazon business with a clear mission to deliver maximum effectiveness while enabling customers to continue their sporting and active lifestyles. Acquired by Razor Group in 2019, the goal is to develop, optimize, and scale the brand into a global performance and recovery brand.
  • Brand Promise: The current design does not sufficiently convey trust, credibility, or emotional appeal. Its overly clinical appearance fails to reflect the brand’s values, story, and purpose. Customers lack emotional attachment, resulting in lower engagement. The promise should be expressed through excellent product quality and honest, solution-oriented service.
  • Brand Vision:Discovering and Understanding the Vision of the Branding for the target Re-Positioning. "We make kinesiology tape that supports muscle recovery — trusted by athletes, made for everyone — so you can stay active and feel good in your daylie activities."
  • Brand Gap:"Our brand is currently seen as a clinical, niche tool for injury recovery, but we want to be known as an empowering, lifestyle-driven brand that supports everyday movement and performance — so we can better connect with active individuals who seek both recovery and prevention."

  • Re-Design Solution: Focus on a compelling marketing narrative centered on self-treatment and prevention. Address the growing demand for alternatives to conventional medicine in the expanding sports and fitness market.
  • We want to test our assumptions, transforming the visual messaging from cheep looking kinesio tapes into a sportive lifes style brand. Highlight the increasing use of therapeutic tapes by professional and amateur athletes, and communicate through “How-to-Use” stories across different activities to show real-world application and benefits.

Reposition Kinesio tapes as a modern, evidence-based, and lifestyle-friendly recovery solution, that appeals to both professional athletes and health-conscious individuals, enhancing brand credibility, market differentiation, and consumer trust.

“Pain Relief" a new rebranding shall reflect Brand Values and create Trust for Long-term usage reorders, referrals, and word-of-mouth” (increased lifetime value).

  • Problem: - identifying the core gap between your current brand perception and your desired brand positioning: visually out of touch, no story, no brand CI
  • Brand Story Clarity: - clear communication of USP's that reflects how your brand improves lives and the customers sport active lifetsyle.
  • The goal: - is to create a brand experience that makes a strong and intuitive first impression —one that feels trustful and relevant for day to day life.
  • Visual Identity:
    Is the logo, color palette, and packaging aligned with your target audience? Touchpoints: Is your presence (online, retail, social) consistent and impactful?
  • Messaging & Tone:
    Does your voice reflect your purpose and connect emotionally? Market Positioning: How do you compare to competitors?
  • Customer Perception:
    What do people think and feel when they engage with your brand? Does it look Modern ? Trustworty ?

Design elements: are placed in a way that corresponds to human perception, such as the use of badges or icon info grafic elements (based on Gestalt Law).

Complexity is reduced: and options are simplified to enable quick decisions, such as the categorization of product items, colours or product cuts.

The refreshed visual identity: including logo, packaging, and color scheme, significantly improved brand appeal and increased brand recall among both new and existing customers.

Key Takeaways

  • Enhanced Brand Recognition: The refreshed visual identity, including logo, packaging, and color scheme, significantly improved shelf appeal and increased brand recall among both new and existing customers.
  • Clearer Market Positioning: The rebrand helped differentiate the product from generic tape options by emphasizing its therapeutic, science-backed benefits and alignment with professional sports and physiotherapy.
  • Broadened Target Audience: Messaging shifted to include not only athletes but also everyday users with joint pain or muscular fatigue, expanding the customer base.
  • Improved Product Trust and Credibility: The updated branding highlighted endorsements by medical professionals and athletes, leading to increased consumer trust and perceived value.
  • Consistent Omni-Channel Experience: Unified visual and messaging updates across packaging, website, social media, and point-of-sale displays provided a more consistent and professional brand experience.
  • Sales Growth and Market Share Increase: Post-rebranding, the brand saw a measurable lift in sales and gained competitive share in the sports therapy and wellness market.
  • Stronger Emotional Connection with Consumers: The rebrand emphasized movement, empowerment, and recovery, resonating more deeply with users’ personal health and fitness goals.

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