Manufacturing the brand of choice for makers and builders producing DTC products

MakeShift

Deliverables & Bespoke solutions

Elevator pitch
Sales deck
Brand guidelines
Website landing page
Message house
CRM

The Brief

In the dynamic landscape of Chinese manufacturing, creators invest their life savings to transform concepts into tangible products. This makes the choice of a manufacturing partner critical.

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As experts in Chinese manufacturing, MakeShift excelled at guiding creators through the process of turning concepts into reality. However a surge in competitors left MakeShift with a crucial challenge: to clearly articulate their unique offering in a crowded market or risk getting lost in the noise and losing customers.

A surge in competitors left MakeShift with a crucial challenge: to clearly articulate their unique offering in a crowded market or risk getting lost in the noise and losing customers.

The solution

We saw immediately that MakeShift were at a step change in their growth and had entered a bigger pond with more competitors.

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We started with the customer to understand their challenges with the manufacturing process. We also analysed competitor messaging and the overall competitive landscape. Two recurring themes emerged:

A focus on how they had been in the creator’s shoes before
A promise to be “your man on the ground”

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Armed with these and other audience insights, we pinpointed MakeShift’s unique selling point—MakeShift is not just a manufacturing entity, but a unique business partner, distinguished by the founder's investment banking background. By going beyond basic manufacturing needs they would be able to solidify their position as a comprehensive business ally.

the process

Stakeholder interviews
In-depth competitor analysis
Research and persona development
Verbal identity development
Visual identity development
Content development
CRM implementation

the Results

Refining MakeShift’s brand position involved crafting a compelling narrative, expressed in various forms across their website, social media assets, and sales collateral, and building in a custom CRM solution for tracking new leads.

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MakeShift had a specific narrative built on consumer insights. This resonated with their target customers and instilled confidence in their own sales team, enabling them to articulate their unique offerings with precision and position themselves as a confident player in the competitive landscape.