Building a brand takes time, and needs to be done step by step, piece by piece, day by day, online and offline within your industry and niche. 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.
Start with your Values and your Mission
Strong brands are clear about who they are, what they value, what their strengths are and what their mission is. They know what they know about and who they can help. Whilst you may know your strengths and your mission, other people need to know them too. Clarify what you stand for as a brand on your ‘about’ page . communicate your value in your posts and across social media and online profiles, and seek opportunities that allow you to showcase and demonstrate your strengths. Authenticity is a huge buzzword. Be real, be honest and stand for what you believe in.
What is a brand personality?
Ensure that not only does your brand look ‘on-brand’ but that through your tone of voice and communications your brand ‘sounds right’. Tone of voice and brand personality include the words you use, and the way in which you use them. The naming of your products, blogs, videos . All of this adds up to your brand personality. Successful beauty brands are those that connect with their buyers on an emotional level. This is where brand personality and brand story play a key role.
Once someone hears an exciting story that tugs at their heart strings, they can’t help but share it with others. Strong testimonials make a brand more credible. It’s crucial to get this right because this must appeal to your target audience as well as to retail buyers investing in your brand. Case studies can skyrocket customer loyalty and trust based on social proof.
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.
Read our Case Studies on brands we have worked with to develop their brand strategy, brand identity and their product range. Get in touch today to discuss your branding, and how we can support in elevating your brand.
We love partnering up with visionary entrepreneurs, beauty brands, companies, retailers, spas and salons like you to develop and launch new brands or to reposition your existing business.
As a brand management company we draw upon strategic insights, creative thinking, commerciality and years of experience in branding, product development, retail and travel retail to help you to develop and grow your business.
We build marketing strategies, conceptualise brand identities and visual elements, create products, develop marketing, social media and PR to help you to engage with your ideal customers – whether you are selling direct-to-consumer or through bricks- and-mortar.
We work with you to develop a comprehensive strategy for your business by understanding your vision (and the marketplace) and then delving into the details to create order and structure, neatly packaged up to deliver you commercial results.
Over the years we have worked with a diverse portfolio of businesses – here’s a snapshot. If you would like to discuss your ideas with us, get in touch, we would love to hear from you.
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.
‘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.’
‘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.’
‘I highly recommend Bespoke Advantage to business owners across the beauty, spa and wellness industry. Janet has been a fantastic support to my business. Through her in-depth knowledge of the beauty industry she has provided me with strategies specifically tailored to my business needs, to help me to grow my business across the marketplace’.
‘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.’
‘Janet is extremely professional, knowledgeable and thorough, an expert of her field. This shone through from our first conversation, which instinctively led me to want to work with Bespoke Advantage. As a new skincare brand the expertise of Bespoke Advantage has been invaluable.’
‘Janet, absolutely fantastic to meet you today. Thoroughly enjoyed The Beauty Workshop. You definitely excel in your area and beyond.’
‘We have been really pleased to work with Janet. Through her 6-Month online coaching program she showed us exactly what we needed to do each step of the way. Really look forward to having future opportunities to work together.’
‘Many thanks again for all the help, support and words of encouragement, as I said before, best and most sensible thing I’ve done in developing my beauty ideas is to engage with you!’
‘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.’