Rebranding your beauty brand is a natural part of your company’s evolution. Beliefs, priorities, tastes, and outlooks change as your business grows and these changes need to be reflected in your brand. Perhaps your target audience is shifting, your main product offering is changing, or your company is simply evolving beyond its original brand presence.
Rebranding can be an exciting undertaking. It provides you with an opportunity to refresh your image, strengthen your market positioning, boost your reach, or improve your bottom line. But when is the right time to implement these changes and how drastic does a rebrand need to be?
What creates a brand?
Before you start diving into a relaunch it’s good to understand what is needed to develop a strong brand in the first place. It’s obviously so much more than simply choosing a logo, colours, font types, imagery, packaging, messaging. Your brand is your business’s identity. It is your tone of voice, the way you communicate your goals and values as well as your products and services.
It encompasses your mission and goals, the way you portray yourself across social mediums, your company’s culture, your customer service, the images and sounds you choose in communications, how you handle a misstep, the quality of your products and services, and so much more.
Your sales may have slowed down, you may find it difficult to stand out, you may need to revisit your marketing strategy or to align to your target audience’s values and needs. Your existing brand strategy and marketing materials may be exceptional, but if your efforts have failed to meaningfully align with your target audience, you won’t identify any tangible differences.
A simple fix could include addressing new channels or tweaking the language you use. Perhaps these are the reasons you may want to rebrand?
Sit back and evaluate the performance of your company and where you want to go next. Get a fresh pair of eyes to look at your current business. GET IN TOUCH, to discuss how we can support you with your rebrand.
‘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’