When you see a beauty product, you get a certain feeling. A beauty branding agency’s ability to create a vibe and connect with its tribe is the essence of beauty branding. Beauty branding is using all the communication tools today to influence the way people feel. Regardless of the media, a beauty branding agency must cohesively utilize visual and verbal tools like colors, shapes, symbols, and words to make a lasting connection with consumers. These tools are essential to a beauty branding agency. In our research at MSLK we’ve found that these are the assets that people remember. They are the foundation of a lasting impression and relationship.
If you’re a marketer seeking a beauty branding agency for your company, you need to decide what stories you want to tell. The first thing you should do is figure out what your brand is all about. Then, you should think about what that looks like visually and what you need to communicate. Visuals are very important because they can show consumers things faster than words. For example, if you want to say that your product is “luxury,” you should be able to communicate that message through beauty branding, not words. The imagery used in beauty branding is important. It should convey a lot about the brand. But sometimes, words are important too. Our beauty branding agency uses words to communicate messages that pictures can’t.
When a brand’s look and feel is cohesive across all media, people will trust and recall the brand more easily. This is why it’s important to have a beauty branding agency overseeing all communications. People should be able to recognize your brand no matter where they see it. When people trust and like a brand, they become loyal customers.
BEAUTY BRANDING VIA POSITIONING STRATEGY
To create a strong beauty branding strategy, it’s important to first figure out what sets you apart in the market. This process involves a brand audit, competitive audit, and consumer research to develop a unique brand value proposition.
BRAND AUDIT – During the brand audit, a beauty branding agency looks at what your company does best and what drives you to create products. They refine this story to win the hearts and minds of consumers and identify market white space.
COMPETITIVE AUDIT – When conducting a competitive audit, the beauty branding agency studies the beauty branding market to determine what alternatives consumers are currently using and where there may be gaps between their desires and current offerings. They also consider industry standards to ensure that the brand remains competitive.
ORGANIC SEO AUDIT – Finally, the beauty branding agency conducts an organic SEO audit to evaluate the unbranded words consumers use when searching for products and services like yours. This gives insights into consumer wishes, terminology, and behaviors online, which can help shape the brand’s positioning strategy.
BEAUTY BRANDING VIA TARGET AUDIENCE + STORYTELLING
TARGET AUDIENCE PROFILES – A beauty branding agency effectively targets your customers by outlining the values, behaviors, and benefits that your products will bring to their lives. These consumer values will help to shape the visual and verbal storytelling, product offerings, and sales channels used in your beauty branding. Consumers seek out beauty brands that align with their values and offer a sense of community. A skilled beauty branding agency can bring together diverse audiences through these shared values.
STORYTELLING – A good beauty branding agency starts with telling stories. When people buy beauty products, they want to feel like they share something in common with the brand and the people who created it. By developing stories that focus on the things that make your brand special, you can make people feel like they’re a part of something meaningful. The key to a good story is to make sure it includes the things that make your brand unique, and that people can easily remember and share with others. This is notable because your brand needs to be something that people can talk about and recommend to their friends. Our beauty branding agency is renowned for creating stories that make people remember your brand and understand what you do, the values you support, and why your brand is valuable.
BEAUTY BRANDING VIA PRODUCT ASSORTMENT
BRAND ARCHITECTURE – When you sell beauty products, you need to think carefully about which products you offer and how you organize them. Think about the first product someone might try from your brand and make sure it’s something they will like. Then, create other products that work well with that first product forming a regimen. You should also think about what’s popular now, like new ingredients or types of packaging. Make sure your products are easy for people to find and purchase, and that there aren’t any outlier products in your offerings. It’s important to think about all these things when you’re working on your beauty branding strategy so that people can easily shop your products and find something that meets their needs wherever they shop. This might include creating a smaller size product or a more limited range of products at a cheaper price point for discount retailers.
DISTRIBUTION CHANNELS – It’s not just important to think about what products you sell, but also where you sell them. People buy beauty products in a variety of places, like stores or online. Depending on where people are shopping, they might look for different things. For example, someone who shops at a store like Whole Foods might be looking for different products than someone who shops at Ulta Beauty. You don’t have to change your whole brand to sell in different locations, but you might need to make some small changes like adjustments to sizing, pricing, or product assortment. A beauty branding agency can help you ensure that the product assortment remains appealing to a variety of shoppers.
BEAUTY BRANDING IN NAMING AND LOGO
NAMING AND BRAND VOICE –The words you use are very important when you’re selling beauty products. When people look for things to buy online, they often begin by typing words into a search bar. The names you chose for your brand and products can be an incentive for people to click and learn more about what you’re selling. It’s not just the names that matter, though. The way you talk about your brand is essential too. The words you use on your packaging and in your advertising can help people understand what makes your brand special. Even if they don’t actively notice it, the way you talk about your brand can make a big difference. This is called your “brand voice,” and it helps people understand what your beauty branding is all about.
LOGOS AND WORD MARKS – Having a symbol or picture that represents your beauty branding is another important tool. It helps people recognize your brand without having to read any words. It can take time for people to understand what your logo means, but once they do, it can become a powerful tool for your brand.
However, logos can take up a lot of space on things like packaging. That’s why our beauty branding agency likes to use something called a wordmark. A wordmark is a unique way of writing out the name of your brand. It’s a logo made from the letters alone, like FedEx. When we create a wordmark, we think about what kind of feeling we want people to have when they read it. We can make it look formal, cheerful, or anything in between. It’s a great way to make your beauty branding stand out without taking up too much space.
BEAUTY BRANDING ON PACKAGING
Effective beauty branding on packaging is essential for any successful beauty brand. It involves using colors, images, and symbols to show what the brand stands for and how it’s different from others. A great beauty branding agency can grab people’s attention, whether they’re shopping in a store or online, and convince them to buy the product.
When you’re shopping in a store, you probably notice that some packages catch your eye more than others. That’s because the designs are carefully chosen to help you quickly understand what the product does and why it’s great. There might also be QR codes that you can scan to learn more about the brand and the product.
Shopping online is different because the packages are usually featured in small pictures, called thumbnails, that you can click on to see more. It’s important to make sure the package stands out, even when it’s tiny, by using bold colors and simple designs that people will recognize.
Creating effective beauty branding on packaging requires understanding the brand’s values, who the product is for, and what other products are out there. Working with a beauty branding agency can help the brand create a package design that people will love and want to buy. Great packaging can make the brand look amazing and help it stand out from the competition.
Working with a beauty branding agency on packaging is critical to a successful beauty brand. A great package design can grab people’s attention and convince them to buy the product, whether they’re shopping in a store or online.
BEAUTY BRANDING ON WEBSITE E-COMMERCE + DIGITAL MARKETING
Online, your beauty brand uses colors, shapes, symbols, and words to create a digital extension of your brand that can’t be shown on packaging. Customers want more reassurance, storytelling, and sensorial experiences online. This is where a great beauty branding agency comes in.
WEBSITE + ECOMMERCE – Online customers these days spend more time scrolling and less time clicking. Your beauty branding agency should bring all elements on the pages where people can buy your products. Showing a picture and a buy button isn’t enough to convert a sale. Prospective customers require what we call the T.I.E. Incentives — Trust, Education, and Intrigue to feel confident purchasing from a brand for the first time. Having content that touches on all three of these motivators can make people more likely to buy from you and make you stand out in the overcrowded market.
DIGITAL MARKETING – A beauty branding agency helps brands reach new and old customers, by marketing online in the right places. It’s important to reallocate money that was once used for retail to invest in digital beauty branding. You need a team that knows how each website or app works and how your target audience uses them. People behave differently on different platforms, so you need to adjust your beauty branding strategy accordingly. For example, audiences on social media might need a discount to encourage them to buy. While people searching on Google are often already looking to purchase — they just need to trust your brand.
When it comes to finding a beauty branding agency, it’s not just about creating a pretty picture or a catchy name. Beauty branding agencies use a complex and ever-evolving set of tools that require objective evaluation criteria to guide creativity. Each platform or media a brand enters requires a specific approach to ensure that the beauty branding is effective and speaks to the target audience.
To make sure that your beauty branding agency is effective, it’s important to work with a beauty branding agency that has knowledge of your brand value proposition and target audience. They can help you create a strong and cohesive message that speaks to your audience’s needs and desires. This will ensure that your beauty branding is consistent across all media and platforms.
Beauty branding agencies work with both art and science. It’s not just about creating something that looks good, but it’s also about creating something that works. At MSLK, we use style and substance, “Branding beauty with brains”TM. We believe that beauty branding should be both visually appealing and effective in communicating your brand message.
In conclusion, beauty branding is a constantly evolving process that requires objective evaluation criteria to guide creativity. Working with a beauty branding agency can help ensure that your branding is effective and consistent across all media and platforms.
