99% of entrepreneurs in CPG fail because they don't build a BRAND, even if they had a good product.
After helping launch 11 brands in the last 18 months, I've put together a Modern Day Brand Ingredient List.
Here are 10 simple things you can do to consistently build brand π
After helping launch 11 brands in the last 18 months, I've put together a Modern Day Brand Ingredient List.
Here are 10 simple things you can do to consistently build brand π
Have a reason to exist & a problem you're solving
If you're not solving a problem, there's no reason to exist.
Solving problems makes it easy to add value, & in turn, lowers the barrier to purchase.
It's why Apple can sell a $2,000 laptop & Dyson can sell a $600 straightener.
If you're not solving a problem, there's no reason to exist.
Solving problems makes it easy to add value, & in turn, lowers the barrier to purchase.
It's why Apple can sell a $2,000 laptop & Dyson can sell a $600 straightener.
A story to relate to β the "Why?"
Chances are, someone can buy your product or service from 18 other brands, apps, or vendors. Why yours?
Be unapologetic in your storytelling. It's what sets you apart & keeps you top of mind.
It's why you choose McDonald's> Burger King.
Chances are, someone can buy your product or service from 18 other brands, apps, or vendors. Why yours?
Be unapologetic in your storytelling. It's what sets you apart & keeps you top of mind.
It's why you choose McDonald's> Burger King.
A sense of community & belonging
Everyone wants a place to belong or something to make them feel wholesome βΒ it's why we love team sports!
Events, a digital group, dinners, or just knowing you can go talk to the other person wearing MadHappy, it's clear, people want community.
Everyone wants a place to belong or something to make them feel wholesome βΒ it's why we love team sports!
Events, a digital group, dinners, or just knowing you can go talk to the other person wearing MadHappy, it's clear, people want community.
An amazing product, not a good product.
You can't be a brand with just using stock imagery, and it goes the same for product.
In a world with 274 serums, yours needs to work even better to survive.
You can't be a brand with just using stock imagery, and it goes the same for product.
In a world with 274 serums, yours needs to work even better to survive.
A content engine: earned, owned, and paid.
If you're not putting out content, you're losing. People consume what was posted in the last 24 hours. Test rigorously on all 3:
Earned: UGC, press, influencers
Owned: organic social + website
Paid: ads π
If you're not putting out content, you're losing. People consume what was posted in the last 24 hours. Test rigorously on all 3:
Earned: UGC, press, influencers
Owned: organic social + website
Paid: ads π
A deep understanding of your customer.
Just knowing their gender, location & age aren't enough. You're speaking with humans, not robots.
Get to know:
β’ where do they consume content
β’ what apps are on their phone
β’ who do they follow
Know them inside & out!
Just knowing their gender, location & age aren't enough. You're speaking with humans, not robots.
Get to know:
β’ where do they consume content
β’ what apps are on their phone
β’ who do they follow
Know them inside & out!
Unique messaging and visual identity.
Standing apart in your messaging and product is just as important as visually standing out. If you can't differentiate yourself in a feed or on a shelf, your hard work goes unnoticed.
Look to fashion brands for the best inspiration here.
Standing apart in your messaging and product is just as important as visually standing out. If you can't differentiate yourself in a feed or on a shelf, your hard work goes unnoticed.
Look to fashion brands for the best inspiration here.
Consistency across consumer touchpoints.
Your messaging, tone of voice, design language, promotions, & creative should be consistent across all your touchpoints:
β’ website
β’ emails & texts
β’ press
β’ packaging, etc
You want to build an identity, not just have a pretty face.
Your messaging, tone of voice, design language, promotions, & creative should be consistent across all your touchpoints:
β’ website
β’ emails & texts
β’ press
β’ packaging, etc
You want to build an identity, not just have a pretty face.
The desire to do right by the customer.
In the world of entrepreneurship, you're always going for margin, but unhappy customers are costly mistakes.
Happy customer = you'll get 3 new customers from the word of mouth.
Unhappy customer = damaged reputation, online reviews, etc.
In the world of entrepreneurship, you're always going for margin, but unhappy customers are costly mistakes.
Happy customer = you'll get 3 new customers from the word of mouth.
Unhappy customer = damaged reputation, online reviews, etc.
A clear purpose within someone's day or life.
If you're not built into a routine or making someone's life better, you'll have a hard time selling.
Solve a problem people experience daily & you'll always be in business.
There are exceptions (i.e. JUDY emergency kits).
If you're not built into a routine or making someone's life better, you'll have a hard time selling.
Solve a problem people experience daily & you'll always be in business.
There are exceptions (i.e. JUDY emergency kits).
In summary, there are 10 things you want to include:
If you found this tactical or helpful, please consider giving the original tweet a retweet and give me a follow π @mrsharma π for more deep-dives! π€
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