Market Segmentation for Reaching New Customers featuring "Your Cosmic BFF"

Market Segmentation for Reaching New Customers featuring “Your Cosmic BFF”

Your Cosmic BFF” is a B2C Human Design and Astrology brand that helps people use information from the cosmos to confidently walk their life paths. But in an effort to serve more people, the brand became diluted with too many offerings and a lack of clear communication and creative direction. Your Cosmic BFF came to Wild Womn Haus to help reach more of its target audience through market segmentation so that it could provide diverse solutions without compromising the clarity and effectiveness of its brand communication.

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Market Segmentation Phase 1 – Auditing Your Cosmic BFF’s Brand

Every project that we take on begins with a thorough audit of the brand. During this phase of our process, we perform a “checkup” that measures your brand’s position in the marketplace as well as other strengths and weaknesses. 

A typical brand audit will focus on the internal communication that contributes to a brand’s values, mission, and company culture. But at Wild Womn Haus, we take things a step further.

Our signature brand audits include a full profile of your brand’s

  • vision, goals, and objectives
  • market and industry 
  • target audience 
  • differentiation and positioning
  • personality, voice, and tone
  • communication and storytelling
  • accessibility and visibility 
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Market Segmentation Phase 2 – Competitive Intelligence

After completing our audit of Your Cosmic BFF’s brand, we kicked things off by doing a deep dive into the global spirituality landscape, looking for potential opportunities in human design and astrology. 

Our analysis revealed a unique Your Cosmic BFF brand evangelist: The Curious Skeptic – people with a propensity for self-development and a love for analytical thinking. Our customer insight then became a driving force in our approach to the brand strategy.

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Market Segmentation Phase 3 – Target Audience Analysis

Equipped with this insight, we then went on to the market segmentation phase, where we create sub-archetypes of brand lovers who express unique needs within the primary target audience. Here, we were able to identify 4 segments of brand lovers that would allow for laser-focused marketing and communication:

  1. Spiritual growth junkies who have only read their horoscope
  2. People who only know their big 3 (sun, moon, and rising signs)
  3. People who know their astrology but haven’t learned their Human Design
  4. People that know both (Astrology and HD) but want to learn how to apply it 
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Market Segmentation Phase 4 – Restructuring the Offers

Through our process of market segmentation, we were able to offer insights on a) what to sell to each segment and b) how best to market to them. 

We helped Your Cosmic BFF to map out her signature process, break down her product offerings based on audience segmentation, and streamline her services with an adjusted price point that matched the disposable income of her main target market.

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Market Segmentation Phase  5 – Integration and Implementation

Next, we had fun exploring a ton of creative directions for the brand identity. After landing in a direction, we developed the customer journey map that informed the brand experience and customer experience. Our work ultimately helped Your Cosmic BFF imagine an exciting brand vision for reaching new customers and scaling the business model. 

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Your Cosmic BFF’s Experience Working w/Wild Womn Haus

“The best thing about working with Tristan is that you will learn so many things you didn’t know you didn’t know. When I started, I thought I was going into this container to get help with mostly the design and copy for my website and social media. 

Did we do that? Absolutely. But the entire process was so much more than just choosing colors and fonts that I love. It’s about truly CREATING your brand from the inside out and it was done in a way that didn’t feel like work AT ALL. 

The process was fun and exciting and helped me find a deeper power in both myself and the business that is absolutely going to motivate me to scale my business into something much bigger than I ever imagined. 

I recommend working with Tristan and Wild Womn Haus 1000%.” – Rosy Mack, Founder of Your Cosmic BFF

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Rosy Mack, Founder of Your Cosmic BFF

Looking for Support with Market Segmentation?

If like Rosy from Your Cosmic BFF, you are having trouble reaching your target audience, we are here to help! Book a 30-minute Complimentary Call with our founder and lead brand strategist, Tristan Thibodeau, to learn more.

WWH Team Members on This Project

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Brand Strategist

Tristan Thibodeau is the founder of Wild Womn Haus and is a brand strategist for entrepreneurs in the wellness, beauty, and lifestyle brand industries. 

She specializes in helping companies create and maintain their image. She works with market research, industry analysis, and consumer trends to offer strategic insights for brands so that they can enhance their marketing efforts and grow their bottom line. 

Tristan also hosts The Wild Womn Hotline, which is a podcast that features expert-level conversations for growing your brand in bold and strategic ways.

Want to read more case studies of brands we’ve helped to grow? Check out the links below!

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