People are waiting, they just don’t know you…yet.
It's impossible to build a successful brand that serves everyone. However, it’s in the best interest of every business to extend their brand’s appeal as far as possible to maximize profit.
But here’s the problem: When we try to be everything to everyone, we run the risk of being nothing to nobody. We end up watering down our message and become so vague no one knows who our offering is for and our potential customers turn to other, more specific options.
So, how do we stand out yet appeal to a wide audience to maximize profit at the same time?
First, go to one market extreme and pick a tightly define customer segment. Focus on their specific pain, needs, and aspirations so you can add purposeful value to their lives. Once you own that segment, repeat with another, and then another.
Your customer segment aspires to live a certain way and a brand should keep that in mind when considering how they want their brand to be perceived by people.
Every brand has a unique personality. It tells the world what you have to offer. We don’t just sell beauty, we sell dreams, happiness, hopes, confidence or happy-go-lucky spirits. A brand’s personality is a lot more than a logo. It’s a distillation of what your audience aspires to be. The colors, typeface, voice, product, packaging, and imagery need to convey that aspiration and show them how to get there.
Maintaining a consistent brand personality and therefore, aspiration, is the key to earning customer recognition. It’s what sets your beauty brand apart from the others and leaves a lasting impression on your audience.
Many brands have a lot of value to offer the world but never will, because no one knows they exist. A brand needs to create a well-defined path to consumers with a relationship-building purpose.
A brand experience is a strategic journey consisting of the entire experience people will have with your brand. The journey — from not knowing you exist, to buying from you, to showing you off to their friends — is made up of a series of touchpoints. Each touchpoint is designed to get the right information to the right customer at the right time on multiple platforms to influence buying behavior.
When a brand is successful at staying top-of-mind for a consumer across multiple categories, it gives the brand tremendous authority and allows a consumer to come much closer to making a favorable purchase decision.
It’s not necessarily about the frequency, but the consistency. When a brand conveys a message that resonates, builds a presence that is far-reaching, and sticks around for a long period, it’s hard to miss.
The strategy that created 1.5 million sales in 8 short months.
See how we used our framework to help Theorie reimagine their brand to create a memorable experience that aligned their targeted customer with the brand.
“Every person that has seen our re-brand are completely amazed!! Great job!! I showed my colleague the new packaging, and he was completely amazed of the quality, graphics and condensed way to present our company.”
“Hugo is an extraordinary product development specialist. He can create, design, and brand fragrance/beauty products as well as manage the entire product development process. When we worked together, he elevated the entire product development team with his talents and skills.”
“Hugo’s insight into our brand will be very valuable as we grow. Going through this process I was able to learn more about the strategic direction our brand must implement to have market value. I look forward to working with you in the near future on other aspects of brand development.”
“The constant steady stream of smart, unique perspectives added into the mix of our private label line was the new energy we needed.”
“Hugo has been a wonderful resource for us. As we develop our new brand Moodzee, we knew we needed help with brand identity and packaging. We reached out to Hugo and were able to quickly develop artwork that solidifies our brand. Hugo is no-nonsense, great boundaries and excellent follow-through.”
“I highly recommend Hugo as his services, we had several epiphanies during the well thought out sessions. His meticulous nature allowed us to drill down to the core of why we are in business, and how we can get to where we want to go. I highly recommend his services for strategic planning and branding.”
“I’ve had a chance to sit with our CEO this morning, I think you’ve made us fall in love a little bit! Overall, she loved the work & all the background research to understand our business, the projects, etc. You should feel very good about that.”
“I had the privilege of working with Hugo on a few 3D modeling and rendering projects and have been blown away by his technical capabilities and expertise. He has a great understanding of what clients need and how to achieve it consistently. Hugo is truly a gems to work with.”
“You are really awesome. As a creative director, it is a pleasure and a relief to work with people whose taste and judgement you trust, and who add valuable thinking to the recipe. No micromanaging necessary. Still, you stayed willing, sunny, easy-going and professional.”Avon Products
“Hugo is very informative and he’s very kind. He has no problem explaining how the business works and what he can help you with. Believe him when tells you "I understand" because he does!”