Despite these strengths, Soma felt their branding lacked a crucial component – a compelling story that would resonate deeply with their target audience.
With this in mind, they engaged DeepLink to help verbalize their inner story into a comprehensive branding strategy.
In this exploration, each benefit was meticulously scrutinized under the lens of the DeepLink methodology’s comprehensive approach.
Seamlessly integrating the SCARF model, deeply entrenched in neuroscience, our efforts concentrated on understanding and pinpointing customer motivations.
Identifying Autonomy as the main motivational driver was akin to finding the north star in our journey of understanding Soma’s customer profile.
This discovery unfolded a detailed landscape of their motivations, enabling us to navigate the intricate labyrinth of their psyche with increased precision and insight. It opened up a clearer perspective, allowing us to view their aspirations and fears in a new light, thus enabling us to cater to their unique needs more effectively.
Guided by 60 unique archetypal mindsets and narratives, we navigated this intricate landscape.A carefully process of fine-tuning distilled the list down to 14 key archetypes.
Diving into the depths of the archetypal universe, the Creator, Hero, Ruler, Engineer, Entrepreneur, Storyteller, Lover, and Rescuer emerged as luminous constellations.
These archetypes encapsulated the essence of Soma’s clientele, offering invaluable insights that would guide the formation of a compelling brand strategy.
As we navigated through the archetypal universe, the pain point of Soma’s clientele started to surface – a deep-seated desire to halt time, to preserve their current status, relationships, family, and the achievements that make them feel ‘on top of the world’.
This poignant realization served as the cornerstone for Soma’s branding strategy, illuminating the need to address this emotional yearning. It allowed Soma to articulate their understanding and acknowledgment of this desire, creating a deeper connection with their clientele, beyond just the physical transformation.
With the pulse of their clients’ deepest desires discerned, the stage was set for shaping Soma’s brand positioning. Gradually, the unique silhouette of Soma’s story began to emerge – a brand that transcends the superficial, reaching a profound understanding of its clients’ needs, and not merely acknowledging but truly celebrating their accomplishments.
This profound understanding culminated in an eloquent statement encapsulating Soma’s promise and vision: “Soma understands you on a deeper level and celebrates your success.”
No embellishments needed, this statement itself became a testament to the clients’ aspirations to maintain their momentum – a perfect blend of language and brand promise. It served as a lighthouse guiding Soma on its journey towards deeper resonance with its clients.
The approach taken was multifaceted and integrative, sculpted to retain and amplify that enviable glow of youth and vigor. It was an homage to that luminous energy that dances across their clients’ faces, a reverence to the inner fountain of vitality
This healing blend is tailored not only to mend the physical, but to touch and heal the individuals themselves, safeguarding their enduring vitality.
Grounded in authoritative aesthetic medicine, driven by visible results, and navigating with maturity, Soma delivers a medical experience that elevates standards. It is through this precisely orchestrated act that patients find their pathway to their sought-after state of well-being.
DeepLink’s innovative methodology has shaped Soma Clinic’s strong and authentic brand identity, ensuring effective communication in the future.
Financial efficiency is achieved through clear and relevant targeting, optimizing promotional budgets and maintaining brand consistency. With each marketing campaign, the brand grows stronger, reinforcing its power and impact.
Video & Photography Credits @ Andrei Runcanu
