Effective Brand Messaging Strategies for a Cosmetic Business
The beauty and cosmetics industry is booming, and in 2019 it was worth $49.2 billion.¹ It has considerably grown since then. This is proof of the profitability potential of your cosmetics business. If you’re still struggling to attract customers or retain existing ones, it could boil down to your brand messaging strategies.
Keep in mind that people don’t buy from brands. They purchase from the people running those brands. Thus, if your customers don’t resonate with your brand message, they will likely go elsewhere.
3 Brand Messaging Strategies for Your Business
Your brand messaging is more than your cosmetic’s business tagline or slogan. It also involves the content available on your website, how you communicate with your customers, the language you use in your marketing strategies, and your product messaging. Here are 3 effective ways you can own your brand image and voice.
Telling Your Brand’s Story
Your brand story should be a core element of your messaging strategy. Thus, it’s critical that you create emotional connections with your customers. It gives them a clear picture of how you’ve grown your brand and the struggles you faced along the way. This ultimately humanizes your business.
If you're having a hard time crafting your brand story, you should ask yourself questions such as:
What does my business mean to me?
Why does it exist?
How is it helping my customers?
Ensure your customers can relate to your story and the values that you stand for.
Solid Understanding of Target Customers
You could have the most innovative cryotherapy machine, but your business will flop if you don't understand your customers. Your target audience is the foundation of your business growth. If you don't know who they are, then you're wasting expensive resources on marketing & advertising!
A study revealed that 90% of leading marketers agree that personalization is key to business profitability.² If you understand your audience, you can easily personalize your services for them. This then increases your customer retention rates and, ultimately, your bottom line.
Highlighting Your USP
Your unique selling propositions are the factors that make your cosmetic business stand out from the rest. These factors give you a competitive advantage. They could be based on your products’ solutions or qualities that draw clients to your business.
To identify your USPs, ask yourself: why would customers choose my products instead of my competitors’?
Increase Profitability With These Brand Messaging Strategies
The best way to connect with your customers is through consistent brand messaging. Therefore, tell your brand story in a way that resonates with them. Make sure you also understand your customers’ needs and aim to fulfill them. Finally, include your USPs in your brand messaging strategy. This will not only increase your profitability but also enhance customer loyalty.
Founded on facts: for peer-reviewed articles, scholarly journals, and articles cited above please see the below sources.
Revenue of the cosmetic & beauty industry in the U.S. 2002-2020 - https://www.statista.com/statistics/243742/revenue-of-the-cosmetic-industry-in-the-us/
Data-driven marketing statistics - https://www.thinkwithgoogle.com/marketing-strategies/data-and-measurement/data-driven-marketing-statistics/
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