{"id":12610,"date":"2017-06-28T16:07:24","date_gmt":"2017-06-28T20:07:24","guid":{"rendered":"http:\/\/herculiz.com\/dev\/?p=12610"},"modified":"2018-10-18T20:12:03","modified_gmt":"2018-10-18T20:12:03","slug":"brand-twists-dr-tim-aquatics","status":"publish","type":"post","link":"https:\/\/brandtwist.com\/blog\/brand-culture\/brand-twists-dr-tim-aquatics\/","title":{"rendered":"Small Business Brand TWISTS \u2013 Dr. Tim Aquatics"},"content":{"rendered":"

Dr. Tim runs an aquarium supply company<\/a> and has an impressive list of professional credentials including a Ph.D. in ecology, evolution and marine biology. Before Brand School, the \u201cabout me\u201d section of his website was a laundry list of academic degrees, published articles, industry titles and honors, but it practically required a Ph.D. to read and understand it.<\/p>\n

\"Screen<\/p>\n

The problem?<\/p>\n

His ideal target included regular \u201cJoe\u201d aquarium enthusiasts who are looking for support in keeping their aquariums healthy and vibrant. Through the work Tim did in Brand School, he transitioned his brand idea from \u201cscience-based solutions\u201d to \u201csuccess at any level.\u201d He now deliberately presents a less intimidating, more welcoming user experience (complete with an interactive recipe TWIST \u2013 think of your favorite Food Network show) where buyers feel more at ease to interact with the brand and ask more questions.<\/p>\n

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Do you see the difference this personal and authentic TWIST adds?<\/h2>\n

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It makes his brand more approachable, more relatable, and more likely to attract the amateur aquarium enthusiast who might be turned off by a brand that seems too scientific and overly authoritative.<\/p>\n

\u201cBefore Brand School, we were more a \u2018science\u2019 brand but now the brand is about being a natural fish care company. \u00a0That was common with dogs and cats but we were the first with fish. The products, liquids, and fish food are natural and that resonates with consumers who see fish and an aquarium as a slice of nature in their home.\u201d<\/p>\n

That wasn\u2019t the only way Tim used the TWIST lessons he learned in Brand School. They also used a TWIST to overcome objections when launching a new product.<\/h2>\n

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\u201cWe had developed the first 100% natural, non-GMO fish food but a possible roadblock was the customer had to make it themselves which takes only 5 minutes to make a month\u2019s worth of food. \u00a0So we twisted that possible negative – \u201cOh, I have to make the fish food\u201d into a positive \u201c Really, I can make my own fish food\u201d \u00a0by adding our EXTRAS which are various additions (think of them as spices) that one adds to food to customize it for their fish.”<\/p>\n

“The EXTRAS come in pepper grinders so the consumer literally \u2018twists\u2019 the EXTRAS into the food before placing the food in the freezer to gel. This makes the food easy to demonstrate and you see the smile on people\u2019s faces as they instantly see this is fun and not hard at all. \u00a0We even had a major store in NJ have their clerks dress up as cooks and demo the fish food – it\u2019s a great YouTube video\u201d.<\/p>\n