While I’m Primally Pure’s Marketing Director, I’m also a licensed holistic esthetician – and I love how these positions complement each other so perfectly. My approach to caring for the skin with a holistic perspective has completely infused how I help to establish + build our natural skincare brand.
Holistic is so much more than just a buzzword these days, it truly is a way life. And, in my opinion, it’s also the most effective + essential way to build a brand. A holistic approach takes into consideration all of the parts, pieces and people involved – and sees how they are all connected and impact the big picture, and this is case, your brand.
If you are building a brand, it is inevitably a reflection of YOU. And you are more than just the product or service you’re selling. It’s an overflow of your beliefs, your passions, your unique skill set, your story, your community, your hard work, your heartbeat. While a high-quality product or service is a must for a successful brand, it’s so. much. more. than that.
Here are 3 tips (from my holistic perspective!) for building a brand – a brand that is grounded in passion, that seeks to make a positive impact in people’s lives and extends its influence to connect with a wider community.
WHAT IS YOUR THREAD
The most important tip, and the first place to start, is to develop your vision + values. What are you creating, what are you committed to, what is driving you, what is your WHY. Defining these essential questions at the very beginning will help to keep all of the other aspects of growth aligned with your brand’s heartbeat.
At Primally Pure, we keep our mission at the forefront of all we create and how we communicate. We are committed to providing customers with innovative, creative and clean beauty products – skincare that promotes health + vitality instead of taking away from it. And we strive to lead our lives in the same way we create our brand and our products: infused with integrity, simplicity and purity.
Our heart to holistically care for the skin + self with natural, non-toxic ingredients is the thread that weaves through our strategies, projects and partnerships. What will your thread be?
SERVE + BE SEEN
Second, be sure to consider your community – who they are and what they need, desire and are drawn to. More than just seeking sales from your customers, seek out ways to serve them. As brands + business owners, we are here to serve people and provide our customers with effective solutions, easily digestible information and powerful inspiration to make positive changes their lives.
Create value for your customers by offering educational tips, exclusive opportunities and most important – but often overlooked – share your story + the soul of your brand. That emotional connection is key! You began this journey for a reason, and that is the most valuable and powerful piece that will set you apart from the crowd, continually draw others into your community and create customers that keep coming back.
But, we aren’t able to serve our customers (and sell our must-have products + services!) unless our brand is seen – and consistency + visibility are everything.
It’s crucial to be consistent as a brand with how you communicate and when you communicate – making sure to post on social media, add fresh content to your blog and connect with your email subscribers on a regular basis with a voice that’s not only coming from an authentic place, but from a place of authority in the industry.
Across all of our platforms at Primally Pure (website, blog, social media, email marketing – even product packaging) our design, logo, fonts, colors, and photography (tip: professional photography is worth the investment!) are consistent and very visible. We want our customers to see that simple, black diamond and not only know that it’s Primally Pure, but that it’s a company they can trust.
Finally, focus on forming like-minded partnerships. I love the African proverb, “If you want to go fast, go alone. If you want to go far, go together.” And I believe nothing holds more true, especially in building a brand and in this digital age. In our social media society, these online networking platforms (Instagram, Facebook, Pinterest, etc) give you the opportunity to share your brand with the world. Plus, they allow you to connect + create relationships with other brands, bloggers and customers.
For Primally Pure, there’s a number of natural beauty/well-being brands + bloggers that have established a positive presence and it’s a privilege (and effective marketing strategy!) to partner and support one another to grow, go further and have greater influence.
Whether they’re already our committed customers or have never even once thought of swapping out their antiperspirant for a natural alternative, we want to connect with them and create a place for them in the PP community. Social media is a powerful way to share your message and meet others who are like-minded. By being personal, touching on similarities, and finding a genuine connecting point, we’ve become surrounded by some pretty solid + beautiful PP Babes – and we know your brand will be, as well.
I hope you’ve found these tips to be helpful + practical as you build your brand and share your mission, must-have products and powerful presence with the world. If you have any other questions or want to share tips from your own experience, please leave a comment below!