Branding
Branding is the first interaction your target consumer will have with your brand, it is the way we communicate your brand’s identity to the consumer, get them to pick the product up, investigate further and ultimately make that initial purchase. Arguably, branding in beauty, by its nature is more important than in most other industries so it’s important to take time to get it right. We will work with you to define a brand identity that will clearly define who you are and will form the basis of all communication as well as brand, retail and marketing strategies.
Brand Identity
Your “Why?”
The foundation to any great brand is creating the right brand identity and being clear about who you are. It allows us to use a clear and consistent tone throughout the business. Without the solid foundations of a strong brand identity, communicating its purpose to consumers will be challenging.
We start by working with you to define your mission and vision. What is unique about your offering, what whitespace will it occupy? Why does the brand exist? In other words Your “Why?” This will allow us to define the values that define your brand. It is important that we use a consistent tone across the business when communicating these values. This identity can then be taken in to developing the logo, colours, pack and fragrance.
Brands attract customers through language, imagery, message and fragrance and they are retained through efficacy and education. The brand identity across all of these aspects should be clear and consistent as well as across all communication whether it’s on pack, marketing materials, press releases, point of sale, social media and website and always link back to the brands mission and values.
Brand Strategy
Your brand strategy should form part of your overall business strategy and dovetail with your marketing and retail strategies.
It is a review of your brand’s identity and should consider the current state of the market in which you operate, who are your customers and does the language need redefining and who are your competitors and how has that landscape changed? We would look to carry out a review of your brand strategy annually.
Continuing to identify what makes your brand unique, why does it exist and what is its USP? Brand identity needs to evolve with the business and remain focused on the mission and values. The brand strategy define the road ahead for the brand identity.
This may include working towards attaining accreditations that reinforce your values and mission statement such as B Corp, ecovadis, Beauty Without Bunnies or COSMOS, accreditations that have high consumer recognition and qualify the identity you have crafted.
Business Planning & Strategic Advice
Whether planning a product launch and looking to present to potential investors or planning for growth through range extensions, new territories or additional retailers and making sure there is product in the pipeline to support this. We will also be on hand to provide as much input into a client’s business plan as is required. Whether it’s simply obtaining cost of goods from manufacturers, advising on PR, marketing and launch costs, highlighting some of the hidden costs of setting up brands (e.g. origination) or putting together a detailed five year plan with P&L, cash flow and budget that you can take to potential investors for funding.