Whilst people buy a product based on the product delivering the promise it makes, initially they are attracted to the product because of the way the product looks. Packaging, POS material, the way the product is merchandised in-store, your advertising, website and social media are incredibly important facets to creating the strength of your brand. It’s fair to say that most beauty products and brands in today’s marketplace are discovered through social media channels, influencers, and word of mouth. Branding not only defines the look and feel of your brand but should provide you with distinctive USP versus your competitors, critical to generating engagement and to driving sales.
Eye catching graphics, quirky tag lines and beautiful colour palettes are hitting the shelves of Space NK, Boots, Selfridges, Ulta Beauty, Sephora daily. Defining your distinctive style is elementary to building a strong presence in the beauty world and to making or breaking your brand. Branding is the first point of contact a consumer has with your brand, before they have even tried your formulations. If your branding doesn’t resonate with them, they may never pick up your brand let alone try it. It extends beyond your logo, colours, font type, to your content, videos, the words you use and the way in which you use them.
Just consider for a moment how many different skincare brands there are in the marketplace and what differentiates them? Yes, ingredients, formulations, pricing are one way of differentiating your brand, but branding is what really sets you apart – and provides your potential customers with a flavour of what is to come. There is an entire psychology written around the importance of colours used, and the perceptions these create. Equally typography and tone of voice are important considerations when determining your branding, helping to position your brand as sustainable, cosmeceutical, luxury or value.
Whether you are creating a brand for the first time, refreshing your brand, or extending your brand, we are here to inspire your thinking and to help you to create a distinctive look and feel, that truly sets you apart. GET IN TOUCH today to discuss your branding, and how we can support in elevating your brand.
‘Janet has a wealth of experience across retail, buying and marketing. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying and quality control strategy that was signed off at board level. I highly recommend her as an asset to any business.’
‘Through Janet’s management skills, expertise and proven track record on the job she successfully managed the purchasing of our retail operations and ensured the integrity of our brands in-stores. Her enthusiasm and total dedication, delivered results in any project she was involved in.’
‘Janet has excellent beauty market knowledge. Level headed with clear vision, direction and the ability to drive business forward, Janet led the teams through a complete product design change advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
‘Unless someone comes from a background in this industry, you wouldn’t know what is required. Not only do I have the support of an experienced team to help me to make things happen and to grow my brand, but I also have a great personal relationship with Janet and her team, working in this way means I have someone to turn to, to share the journey of running a business.’
‘Absolutely fantastic course. Condensed learning from Janet, an expert in developing beauty brands. Also, valuable introductions to expert professionals, in the Masterclass sessions. In 12 weeks, you will learn from Janet, what would take years to learn by yourself. A very worthwhile investment’
‘Bespoke Advantage helped us to bring our brand to life creatively and strategically. We have a clear strategy in place, with a distinctive brand message that enables us to articulate our brand to retailers and to journalists.’
‘It’s been inspirational working with Janet. We are in the process of launching a skincare brand however have received conflicting opinions from so many people we were really confused. I am so impressed by Janet’s knowledge and experience in product development, marketing and retail and the way she explains everything so clearly. She is very motivating and positive, and so much fun to work with. I have much more clarity and confidence in how to move things forward.’