The importance of brand voice & story: how to win hearts (and investors)
When it comes to building a brand that resonates with customers and winning over investors, how you communicate is just as important as what you’re communicating. In our latest podcast episodes, we dive deep into two essential pillars of success: a strong tone of voice and a compelling brand story.
Sarah McCartney on crafting LUSH’s iconic tone of voice
Sarah McCartney, founder of 4160Tuesdays and former editor of The Lush Times, shares how she shaped the quirky, irreverent tone that helped LUSH stand out. She explains how it was more than just product descriptions—it was about creating a friendly, relatable conversation with customers.
“Many would try to sound too formal, too ‘corporate’, saying things like, ‘This will give you the glossiest, shiniest hair.’ But that wasn’t the vibe. What I wanted was a friendly conversation. Imagine someone coming into the shop saying, ‘My hair’s looking a bit rubbish, what can I do?’ It was about putting that tone on paper, making beauty fun and approachable.”
Lauren Bell on how investors buy into your ‘why’
Lauren Bell, founder of Cosicare, highlights the importance of leading with your brand story to capture investors’ attention. Facts and figures are important, but it’s the why behind your brand that truly hooks people in.
“The best pitches I’ve ever seen always start with why. People buy into why you’re doing something, not just what you're doing. When I shared my brother’s story and the challenges he’s faced, people in the audience could instantly relate. It builds trust and shows you’re motivated by more than just financial gain.”
Click here to listen to these episodes and more from our archives – and please drop us a line if you’d like to be our next guest!
If you’d like to discuss how we can help hone your brand voice and story, feel free to schedule a chat with me. You can schedule a call here or email hello@smartbeautycreative.com. We’d love to hear from you.