I thought it might be good to talk about branding for a minute.
We’re all familiar with those red and white cans of soda and the name on the cans. It’s a famous brand anyone would recognize.
When we think of branding, we think of a company like that. But what if we’re just a little guy or gal on the internet, starting a business in online marketing, social media, info marketing, or whatever.
How does the little person build a brand of their own?
It might go something like this:
Emily Weiss started a beauty blog called ‘Into The Gloss.’
She gained followers, built a list and a strong social media presence, and then changed the name to Glossier.
Why the name change? No doubt she learned some things while blogging, such as shorter is better. And catchier.
Glossier is a beauty brand specializing in direct-to-consumer makeup and skincare. Keep in mind that the markup on makeup and skincare is phenomenal. A product that might cost anywhere from $1 to $5 to produce is then sold for 10 times that amount or more.
True, the markup on information products is even better, but vitamins and beauty products are a close second in profit potential.
And when you OWN THE BRAND, you don’t have real competition. Yes, there are people who love Pepsi, but to a Coke lover there simply are no other brands.
Here’s the kicker: 9 years after its inception, Glossier is now valued at $1billion.
Here are some key insights into her process of building this brand and business:
The target market is young women. Who spends more money on makeup than young women? Nobody.
The products are marketed as ‘enhancing natural features.’ The brand is saying, “You’re already pretty, we’re just making you prettier.” Smart.
The products are marketed as being easy to use and creating a ‘no-makeup’ look. It’s obvious she knows her target market.
The blog featured interviews with celebrities and beauty industry insiders. What better way to quickly gain a huge following?
Once the blog and following were firmly in place, then she launched the Glossier brand on social media and particularly on Instagram, where the brand showcases its products and engages with customers.
The brand’s identity emphasizes natural beauty and simplicity. The brand’s minimalist packaging and product design reflect this identity.
Glossier also uses a lot of user-generated content to showcase how real women use their products, which reinforces the brand’s message of inclusivity and authenticity.
Are you taking notes?
Glossier built a loyal following by providing exceptional customer service. The brand offers a live chat feature on its website, allowing customers to connect with a representative in real-time.
There’s also a “Glossier Rep” program, which allows customers to become brand ambassadors and earn commission on sales.
Glossier leverages influencer marketing to reach new audiences and promote its products. The brand works with beauty bloggers and Instagram influencers, to showcase its products and build buzz.
As a result of these strategies, Glossier has become one of the fastest-growing beauty brands in recent years, with a valuation of over $1 billion.
Think about that – from a simple blog to $1 billion in less than a decade.
If you weren’t thinking of building a brand before you read this, what do you think now? Is it worth it?
