We are students in Northwestern's Medill IMC [Integrated Marketing Communications] program in a Direct and Integrated Marketing course that teaches social marketing. As a part of our assignments, we need to better establish our professional personas and begin writing blogs on key topics which concern our future professional industries. You can also follow us on twitter using the hash tag #NUSocialIMC. Enjoy!
Wednesday, May 2, 2012
Celebrating the Beauty of your Customer by Finding the Beauty in Your Brand
professional in the industry, you have a good grasp
on the concept of beauty, but have you recently taken a moment to consider the face
of your brand? What does it look like? Arched eyebrows or high
cheekbones? What distinctive features allow it to stand out in a
crowd? Howbeautiful is your beauty brand? Many
beauty brands boast glamor and allure, but what makes a brand genuinely
attractive? As a brand manager, it is not enough to just know the product
and its variations well, you must also understand how customers interact with the product in their daily lives. As it may seem to the untrained eye, you are in the
business of building communities of brand fans, but in actuality, your success
is driven by your ability to engender confidence, style, and poise in
consumers. Concealers, liners, and pigments are tools used to help
display inner beauty to the outer world. In order to build toolboxes
full of your branded products, you must: (1) profile
your loyal customers and those who could become loyal customers in the future; (2) understand how they engage with the brand; and (3) Capitalize and expand upon the “beauty” of the brand as defined by consumers.
In the same
way that double-stranded molecules determine our appearance and composition,
DNA determines its identity, aptitude, and scope. A brand’s DNA is
dependent upon the product(s) it represents, its origin, reputation, and
possibly the people who build and endorse it. By assessing these
elements, you and your team will ensure that your communication strategies,
product developments, and brand trajectory are aligned according to the most
essential aspects of your product(s). By understanding the core of your
brand (i.e. what consumers associate with it, what they expect from it, and
what characteristics could or should separate it from the competition), you
will connect with consumers by intersecting at points of engagement,
communicating authenticity, and creating financial and competitive
often highlighted during morning shows and teenage birthday parties, but
makeovers have secured a place in almost every aspect of daily life. In
many cases, experts are solicited to lend consultant services, but since you are an
expert on your brand, there is no need to seek the help of outside
resources. You can take a few simple steps to answer the question – How
beautiful is your beauty brand?
§Discuss the brand’s DNA and customer base with your
team. It is imperative for all those involved with the day-to-day business of the brand are functioning on one accord and working toward a common vision.
§Evaluate the current state of the brand in the
competitive market and articulate weaknesses. When everyone has gained a renewed sense of the brand's identity, the team must determine the ways in which marketing and advertising strategies are (or are not) aligned with the essence of the brand's DNA.
§Develop 3 ways to make your brand more beautiful. Brainstorming never hurts! Following a deep analysis of the brand and its position in the market, create a list of short- and long-term action items that will promote beautification.
Take the time to put on the best face of your
brand. After all, your customers do.
Andrea is a student in Northwestern
University’s Master’s Integrated Marketing Communications program. Her studies are concentrated in Brand
Management and Digital Marketing, and she has a particular interest in the
Follow Andrea @A_BusseyIMC
"Love of beauty is taste. The creation of beauty is art." ~ Ralph Waldo