Brand Story: Chiqui Social
Bienvenidos to a brand I cannot wait to introduce you to! CHIQUI SOCIAL was born from the brilliant mind of its Founder, Lizet Alvarez, as she realized there weren’t a lot of options to offer her two chiquitos in the way of Spanish language immersion in early childhood education and beyond.
It was surprising to Lizet, given she and her family live in Los Angeles, are native Angelenos and Lizet herself grew up as a heritage Spanish-speaker with her Mexican parents.
Lizet founded Chiqui Social with a bigger purpose and vision in place…for her family and all families in her area to have a place to go to incorporate Spanish into their everyday lives.
Lizet and I worked together to define and refine the Chiqui Social brand from every aspect so she could launch her new endeavor with clarity, confidence and a consistent voice that would attract her audience.
I’ve loved every second of watching the dream of Chiqui Social become a reality because it’s an obvious heartfelt blend of all things that inspire Lizet: kids, Spanish immersion, and community. Keep reading to hear directly from Lizet about her experience refining her brand.
WHY WORK ON YOUR BRAND STRATEGY?
LA: I wanted to make sure my message was clear once I launched the business. I also knew that an outside point of view was essential to ensure that the messaging had the most impact to someone who was considering our service for the first time. Since there were multiple layers to our company and services we needed to make sure those layers didn't get lost or get confusing.
WHAT WAS MOST VALUABLE ABOUT THE BRAND STRATEGY PROCESS?
LA: The Brand Value and messaging was a critical part for me. While I was clear on the value my service was offering working with Hilary allowed me to see where the holes were in communicating that information. We were offering a new service in our community therefore we needed to capture the target audience while educating at the same time.
Chiqui Social, The Mission
Chiqui Social is a curated Spanish learning studio and social club for kids and families. We help parents incorporate Spanish language, culture and traditions into their kids’ everyday lives, offering community and a fun place to learn, grow and thrive.
HOW DO YOU USE YOUR BRAND CLARITY ON A DAILY BASIS?
LA: I have to explain who we are and what we do on a daily basis so having my brand clarity helped me form the language I wanted to properly communicate our services to our customers.
WHAT ARE YOU MOST EXCITED ABOUT AFTER POLISHING YOUR BRAND?
The excitement came in having the confidence that I was ready to launch!
HOW HAS IMPLEMENTING YOUR BRAND STRATEGY CREATED TANGIBLE RESULTS?
LA: Clients reference the language and tone of our brand as something they feel connected to and want to be a part of
WHAT DO YOU WANT OTHERS TO KNOW ABOUT WORKING WITH HILARY?
LA: I equate this branding exercise to having a personal fitness coach. It's someone on your side who understands your goals and can clearly set you on a path to achieve them. You are the one doing the work but without that coach guiding you along, the path to success may not be so clear or attainable.
Secondly, as the business owner, sometimes it's easy to miss the obvious because you've been living your brand for so long. An expert outside perspective is the editor you often need to translate the idea into a tangible form of communication.
WHAT’S NEXT FROM CHIQUI SOCIAL?
LA: Chiqui will continue to provide children with an empowering environment and program where they can fully embrace their culture and gain all the skills they need to be leaders tomorrow. Next year we look forward to hosting more events and bringing our community our adult and family workshop series. This includes bringing leaders. educators and experts together to educate, explore and have some fun too!
CHECK OUT CHIQUI SOCIAL & FOLLOW ALONG WITH FOUNDER, LIZET ALVAREZ HERE: