Beautiful brands are in the eye of the beholder



In 2015 there is more pressure than ever for brands to be more appealing to consumers. Fighting for attention they want to ‘be considered’, ‘to stand out’, ‘improve brand love’ or ‘create most buzz’. As marketers we believe our brands and products are more appealing than others and therefore have their rightful place in our consumer’s hearts and minds. As the saying goes – ‘beauty is in the eye of the beholder’.

However, brands need to stand back- look in the mirror and ask these questions- ‘why am I here? What is my purpose? How did I come about? To demonstrate what I mean, recently Bobbi brown came to visit Sydney and hosted a business chick’s breakfast. What I was intrigued by (other than her small stature and down-to-earth nature) was Bobbi’s real story of how she built her brand from products that didn’t exist in the market at the time.

Bobbi was a renowned makeup artist who used to mix her own colours to get the perfect natural look. In an era where blue eye shadow, red lipstick and glamour reigned she wanted to make women look like themselves. ‘The secret to beauty is simple, be who you are’. When she launched her 1st range of 10 lipsticks in 1991 in Bergdorf Goodman New York, she expected to sell 100 in a month. Her products sold out in one day. Raising two children, not being able to type or use a computer and growing a global brand- she successfully caught the attention of Leonard Lauder.

Over a lunch he made her an offer she couldn’t refuse. 20 years later she still successfully runs her company, is a New York Times bestselling author and speaks as enthusiastically about her products as though she is still spruiking their wares to department store buyers.

Bobbi’s story teaches us that Brands have the opportunity to breathe life into their history and how they were founded. Sharing the stories around why and how their products are developed and why they were made in the first place. To fill a consumer need. Rather than justifying their rightful place in the market – we could spend more time telling the stories to be more authentic, inspiring and interesting. What is your brand truth, essence or purpose?

The answer can be more powerful than what you may think.

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