WHY DOES YOUR BEAUTY BRAND NEED A BRAND STRATEGY?

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The primary goal of Brand Strategy is simple - to create a brand that resonates.
The general idea is - create resonance, and you create revenue.

 

But as a beauty brand, it is about contextualizing your business. Having a better grasp of the dynamic between your brand, your customer, why they buy, and the space within which your brand lives - the “marketplace”.

 

And thus, the Brand Strategy becomes a framework for making decisions as a brand.

 

PRIMARY INGREDIENTS FOR YOUR BRAND STRATEGY

Let’s take a closer look at what role Brand Strategy plays in the consumer goods space, specifically as it pertains to personal care, beauty and wellness.

 

There are three primary components that come into play with Brand Strategy.

  • Consumer

  • Marketplace

  • Your Brand

 

Consumer
Understanding who your customer is, their lifestyle choices, how they make purchase decisions and what makes them tick becomes an important backbone for building your brand strategy.

 

Marketplace
This is a broad term that I use to refer to all of the external factors that shape your customers’ impression of the world they live in, as well as the one your beauty brand lives in.

 

Your Brand
This is where you get to flex and flaunt what differentiates your brand from the rest, what your backstory or unique angle is. You can explore everything from how your products are created, your origin story, or some other aspect of your brand DNA.

 

WHAT  DOES YOUR BRAND STRATEGY IMPACT?
Your Brand Strategy becomes the foundation for your brand, and thus influences a plethora of things. Everything here should be cross-checked with your brand strategy to ensure that your efforts are aligned. Note – there are other aspects of your brand and business that your brand strategy will impact, and the ones listed here are simply listed in  alphabetical order and not prioritized in any way.

 

 

  • -Company Culture

  • -Education / Sales team education

  • -Image/ Look & Feel

  • -Intellectual Property

  • -Marketing (messaging and channels)

  • Partnership Strategy

  • Positioning

  • Pricing

  • Product Assortment

  • Product Names and Descriptions (including marketing copy)

  • Promotions & Discounts

  • Tone of Voice

 

What are your challenges when it comes to understanding the role that brand strategy plays in your beauty brand?

 
c okubo