How to stop telling the same old story in your brand messaging
In an oversaturated beauty market, telling a fresh, compelling brand story can seem daunting. Yet, it's the stories that resonate emotionally—not just the products—that make brands memorable. In the latest episode of the Smart Beauty Podcast, Viola Levy delves into why avoiding the “same old story” is crucial and how to craft a brand narrative that truly stands out. You can listen to the full episode here.
Why “I Couldn’t Find It on the Shelves” Isn’t Enough
The classic tale of creating a product because nothing else on the market met your needs has been told countless times. While it may have worked decades ago, today’s beauty landscape is brimming with options. According to Kelly Marks, founder of Pure PR, even groundbreaking products often rely on familiar technologies and suppliers.
So how can your brand differentiate itself? By digging deeper. Your brand story must go beyond surface-level frustrations to connect with your audience on a personal, emotional level.
Emotional Connections Drive Success
Whether it’s a customer making a purchase, a retailer deciding to stock your products, or an investor choosing to back your brand, decisions in beauty are often emotional. As Rhea Cartwright, former beauty buyer for Liberty, shared on the podcast, the brands that succeed aren’t necessarily those with the best products—they’re the ones with the best stories.
Crafting a Standout Story
To create a story that captures attention and builds emotional resonance, consider these questions:
Why did you decide to launch your brand?
What values or beliefs does your brand stand for?
What unique perspective or experience can only you bring to the table?
Your story should be bold, authentic, and infused with your brand's personality.
Tools to Help You Define Your Story
At Smart Beauty Creative, we specialise in helping beauty brands articulate their unique narratives. With years of experience as beauty journalists, we’ve seen firsthand how a powerful story can transform a brand.
To help you get started, we’re hosting our first Brand Story Boot Camp on February 26th at 6pm (GMT). This interactive 90-minute workshop is packed with practical exercises, tips, and a live Q&A session to help you hone your brand story. Whether you’re a startup founder or a marketing manager looking for a fresh perspective, this workshop is designed for you. Spaces are limited, so click here to find out more and book your spot.
Join Us
If you’re ready to take your brand story to the next level, our team is also available for one-to-one workshops. Check out our Services page or book a Discovery Call to find out more.
Let’s Connect
If you have questions about the workshop or want to explore working with us, feel free to reach out at hello@smartbeautycreative.com. You can also find more insights and updates on Instagram.
Finally, if you enjoyed this episode, please rate and review the Smart Beauty Podcast on iTunes—it helps others discover us.