How branding can make or break your beauty brand
Beauty brands can be tricky to brand. If they are too loud, they are perceived as an industry disruptor so they must to be able to pack a few punches. If the brand looks too chic, it may lead some to believe it is out of their budget, which would not be good if it was a drugstore brand. Finding the right balance is tricky, but critical.
Concluding what your brand stands for and where it should sit in the market is absolutely essential before you embark on developing the brand. Once you start getting into the branding aspect, if your angle is off, it will not connect with your target audience, leaving you in marketing limbo. By determining the brand’s values before you start the development process, you have already identified your target market, your competition and where your ideal market position is. Now, the fun can start!
The right visuals
Visuals are probably the most important aspect of any branding, but for beauty brands, the visual approach instantaneously tells a customer exactly what kind of brand they are. Setting the right tone with the right image and colour palette is vital to that type of visual communication. For instance, a chic, luxury cosmetic brand would go for the simple white or gold on black visual, which will immediately tell customers that they are not a drugstore brand and are of a high quality and higher price point. A psychedelic colour approach will indicate that the cosmetic brand is all about industry disruption and rich pigments that are long lasting, and customers will expect an entire glitter range. A soft, pastel palette tells a customer that they are more natural, eco-friendly and in the subset of relaxation; you’d notice many spa brands using this colour palette.
Finding the colour palette that communicates your brand’s qualities is only one step of the way. You then need to decide on the rest of your visuals. Do you need a less is more photography approach with non-distracting subjects, or do you need loud and busy visuals with lots of detail and contrasting patterns that pack an optical punch? Sans black eye of course… but then your mega coverage concealer should perform a long lasting cloaking spell so no worries there!
Framing the story and finding a voice
So you have finalised what the brand will look like, now you need to begin framing the story and finding a voice. If your brand was a person, what stories will they tell you in 20 years? Would they be the brand type that will dominate the market and consume all the lesser brands? Or will they be a trend setter or game changer for the industry? Once you can figure out what your brand will stand for in 20 years, it’s time to start walking the walk and talking the talk… today. Brands take time to build, as every business owner learns, so the earlier you start positioning your brand, the more likely you’ll hit that target in 20 years.
The way you frame that story and voice it will determine your success for years to come. Look at Olay, for instance. They have been around for as long as we can remember, and while the generations have changed and technology has altered how they disseminate their advertising, their message has consistently remained the same: the anti-aging elixir of wrinkle-free skin for women over 35. While the world around them evolved and media transformed society and culture, their message remained, no matter what language, culture, or platform they were on. This is what your brand needs to achieve – no matter what changes in our world, your message remains true. This does not mean that your brand can stand for nothing else, but the core message should stay consistent.
These aren’t the only points we look at when developing a brand, but they are the most important ones in our opinion. Hopefully we have given you something to chew on. Now go out there and make something pretty! (Or ask us to do it if you can’t be bothered.)
About TILT Creative Agency
TILT Creative is a UK based creative agency specialising in content creation and managed solutions for blogs, websites, branding and social media. Désiré, the chief writer, artist and strategist behind TILT Creative Agency, has worked with a variety of clients (from startups to luxury brands) across all kinds of industries (such as automotive, beverage, construction, oil and gas, tourism, and health and safety) all over the world, including the United Kingdom, Dubai, Africa and the Caribbean.
TILT Creative’s core philosophy is to change the perspective, or ‘tilt’ it. How can you TILT your business? Could it be a brand refresh, a better experience on your website, or perhaps a stronger blog strategy? Maybe writing a book on your expertise could skyrocket your company’s credibility and revenue?
Désiré’s work quality stems from her ability to infuse your brand’s story with the essence of abstract creativity, and disseminate a unique experience that stimulates the senses to your customers on an individual level, while meeting your business’ objectives. Her comprehensive research process, attention to detail, and pursuit of perfection embellishes every piece of her work: writing and design. The results are always favourable.