5 Rules of Brand Storytelling for a Beauty Marketing Campaign
The consumers of today need more than a simple recommendation to try something.
They are aware, they care about what a business or brand stands for, and want to feel a connect with them before making a purchase or trying out their services. That’s where brand storytelling becomes a really useful concept for increasing brand awareness and making the most of any marketing campaign.
Brand storytelling is especially relevant for the beauty industry. With the brand narratives, you can engage the audience and establish a strong connection with it. Also, that’s a powerful tool for getting customers’ trust, increasing their loyalty, and driving more interest towards the idea of your brand. So, every beauty brand tries to make the concept of their story even more unique to make it memorable and notable.
According to Headstream research, if your story will be loved enough, 55% of people are more likely to buy the product in the future, over 44% will share it with others, and 15% of the consumers will purchase them immediately.
So, what are the tips that will help you to create the perfect story of your beauty brand? Having made a little research, now we are ready to share these with you.
#1 Know Your Target Audience
The very first thing you should always keep in mind is that the customer buys the story, not the product. George Deeb in his post on Forbes stated that instead of being informed about the number of your brand’s followers in social media, they would rather want to discover what product will help them enlarge their reach by 100x.
However, in order to create a great story, you need to know whose attention you want to attract. That is why it’s critical to get some more information about your target audience for activation purposes, which means taking the specific audience segments and acting on them. The most popular methods of audience targeting are as follows:
- A/B testing;
- Delivering ads;
- Survey analysis;
- Audience segmentation (age, location, language, interests, etc);
- Social media targeting, and more.
All these methods will help to define your audience’s preferences and needs, so you know how to create the right message that definitely encourages them to try your beauty products or services.
#2 Speak Honestly
Needless to say, all brands do some sugarcoating when it comes to their product which is normal for marketing. But, according to the Presentation Training Institute report, the critical point is to build credibility with the audience to create a trustworthy relationship with your consumers. In short, it means you must build trust, earn trust and get trust.
Another important thing is that you need to present the reality of what your brand stands for and represents. So, it would be much more efficient to present the brand benefits, strong sides, and what consumers can get along with the purchase.
Besides, you can also include some statistics and facts to make your story more credible. In the beauty industry creating high-quality content is very important as you can showcase your beauty products and services, so consumers know what end-result they would get.
#3 Be Consistent
People have been using the storytelling for years: in cave drawings, at bedtime, during conversations, and more. However, without consistency, you can only confuse the audience: they won’t believe something you told just once and then gave up on this strategy. That is why one of the best ways for your beauty brand to become memorable is to stick to a certain story and develop it.
One of the most famous examples of consistent storytelling is Dove and their “Real Beauty” campaign. A significant amount of their marketing activity is focused on connecting with women and helping them uncover their natural beauty.
#4 Create Characters
Another option to choose for creating a powerful beauty brand narrative is to infuse the personalities in your stories to whom your audience can easily relate. A brand character, also known as a brand mascot, can easily help you to make your business more memorable and spread the word about it. There are several steps you should consider for creating a brand mascot:
- Pick up the character: human characters, animals, or object characters.
- Think over the character’s personal traits: funny, smart, or sarcastic.
- Plan the story your character will share with the audience.
- Use the character in your brand consistently: on the website, product ads, and social media to make it more familiar to your audience.
Also, make sure you’ve enabled your audience to become emotionally connected to the brand mascots to such an extent that the audience wants to adopt their fashion influence.
If your brand character will be memorable, charismatic, and provide some value for your consumers, they will definitely become interested in your brand.
#5 Adopt the Social Media Trends
The fastest way to get the word out about your beauty brand is by using social media as a marketing channel. That’s just similar to the way you use the brand characters in your website blogs: implement your character to the different posts, and let it become one of the main personalities that present the specific features of your product, some insights, and tips about its utilization, etc.
At present, social media has become an integral part of our life, and one of the main methods to share your story with the audience is to publish it on social media! If created catching enough, it can engage large audiences, increase brand awareness and take your marketing campaign to the next level of development.
To give you some food for thoughts, take Nasty Gal and #girlboss as an example. As we know, the owner, Sophia Amoruso found a way to get her story heard and started a social media trend.
Brand storytelling is a perfect marketing trick to make your beauty brand memorable and original. If created thoroughly, it can greatly engage the audience, enhance the relationship with your consumers, and add some reasonable things of why people should choose it instead of the competitors’ products or services.
So, by sticking to one reliable brand story and constantly implementing it to the various marketing channels of your business, you can greatly increase the revenue, stimulate the audience and make your brand competitive enough to remain at the top in a certain beauty market segment.
We at Appointy, help business owners grow and run their businesses with our online scheduling software. This blog was a part of our ‘Manage your Business’ category, where we provide expert tips, resources, or simply talk about the challenges that small and medium businesses face every day.
If you have any thoughts on this blog, or would like to chat about your business struggles and achievements, let us know in the comments below.
We love a good talk!