Skin care meets Technology, what a TWIST!

This entry welcomes a guest blogger, 2018 summer intern Alexa Reith. 

Going through the teenage years is hard enough but having to deal with acne makes it 100 times worse. It is a known fact that at least 85% of teenagers struggle with acne. It is also a known fact that no teenager wants acne!

There are many products on the market that promise amazing results, but unfortunately most don’t deliver. The skin care aisle is full of a variety of acne treatments: Cleansers, toners, spot treatments, face masks, and moisturizers, just to name a few. While some may be focused on teens, most of them are general, not designed for a person’s particular skin type. All these products leave teens asking the same question: Which product will work for me…and can I afford it?

I found a simple answer to this question and uncovered an interesting TWIST in the process. The product is: Curology.

Curology is a both an affordable acne treatment AND it’s specially designed for your skin. The company TWISTs personalized skin care with technology. You sign up on the website, curology.com, and send in a picture of your face. Curology then creates a specially designed formula designed to work on your skin, and the cream is shipped to your house in a branded bottle. In another fantastic brand TWIST, it comes in a personalized package that reminds you that this isn’t your generic acne treatment.

To top off the experience, Curology makes dermatologists available online in case a customer has any questions. Skin care meets Technology, what a TWIST!

One of my friends, Gloria, used this product for six months and now her skin is crystal clear! She said that one of her favorite things about the product is that “It is specially designed for your skin which makes it more likely to work.”

This is Gloria’s skin before (left) and after (right). As you can see Curology worked wonders for her.

 

 

 

 

 

 

 

At $30 every two months, this is a treatment that even a cash strapped teen can afford. By TWISTing a tailored experience with technology and personalized branding, Curology shines in a crowded market!

Alexa Reith is a senior in High School in Westchester NY, and served as BrandTwist’s summer intern in 2018.  She plans on majoring in marketing in college. She enjoys playing basketball, cooking, and spending time with family and friends! 

Love YOUR Brand

I officially declare February the month to LOVE YOUR BRAND!

Taking care of YOUR brand helps you do a better job for your clients. And the best way to begin is to stop thinking about them all the time.

Who is “them”? The clients you spend 24/7 obsessing about and giving all of your creative energy to.

You heard that right.

Being a creative or consultant is exhilarating, fulfilling work. We love to create. We love to write that perfect sentence, design the perfect graphic, build that perfect strategy or plan that perfect event.  We love to brand and create unique brand experiences. It’s our obsession. We simply cannot shut off our creative brains… for our clients.

It’s easy to get totally immersed—to be pulled into pitch after pitch, project after project. As rewarding as this can be, chances are it comes at a cost of neglecting our own brand. Our own brand strategy, our own website, video, name, logo or hundreds of other brand touch points that we deliver for our clients. 

And so we put off working on our brand. We’ll get to it–after we meet this deadline or hit that income goal. But days turn into weeks, then months. Before we know it, we’ve entered another new year still feeling a pang of dread every time we look at our OWN brand. Knowing it needs our attention, but never making it a priority.

Well, it should be a priority. Because if you’re neglecting your brand, you’re not giving your best creative self—to you OR your clients. Honing your own brand helps you attract the clients you really want to work with, command the prices you deserve, and give you the inspiration and passion that will shine through in the work you deliver to your clients.

My best advice: Treat yourself to the TWIST.

TWISTING allows you to find inspiration and ideas by looking at successful brands outside your  category. What are they doing that might inspire a new approach for your business? How are they solving problems for their customers, turning them into loyal followers and brand ambassadors?

TWISTING is important for every business, but it’s mission-critical for anyone involved in creating solutions and strategies for clients. Why? Because there are hundreds, if not thousands, of talented consultants, copywriters, designers, marketing strategists, event planners and videographers who can all do what you do… but there is only one YOU!

You may already be aware of brands that are breaking new ground. You probably admire their ingenuity, and you might even draw inspiration from them.

Time to step it up!

  • TWISTING can help you change the way you think about YOUR business.
  • TWISTING can help you unlock fresh new perspectives that will propel YOUR brand forward 
  • TWISTING is the most loving thing you can do for your brand.

Try the 3 As to start TWISTING today!

  1. Be more AWARE. As a creative, you probably study other brands for inspiration. Take your awareness further. Train your brain to notice successful brand trends and practices far OUTSIDE of your category. Why? Because your ideal client is exposed to all brands, not just your business.
  2. Always ANALYZE. Just as important, you need to start analyzing brand elements that draw you in. Why do you love them? What emotions or larger truths are they tapping into? What best practices can you spot? How do they connect with your heart, not just your head?
  3. Finally, the most impactful step is to APPLY. When you apply these insights to your own business, you will funnel new ideas into your business and try new approaches that will push your brand upward and onward.

Commit to your brand: Join my FREE webinar on February 28th at 12pm EST.

I will walk you through exactly how to PLEDGE YOUR LOVE  to your own brand—not only for February, but for many years to come. Perhaps until you’re ready to retire to that little lakeside cabin or beach house you’re dreaming about!

SIGN UP NOW:

Love Your Brand

Sign up for the Love Your Brand Webinar: Feb 28, 2018

The real “owner” of your brand – is your target

Brands are  relationships. And like romantic relationships, they are only healthy when you are in one with someone who really values what you have to offer.

That’s why every semester in Brand School we focus on answering 4 major questions with our students- and these 4 questions begin with the most critical question – “WHO do you want to be in a relationship with?”

Who – are the most important targets for the brand?
What – is going to compel them to choose and stay loyal?
Why – should these high-priority targets believe?
How – is the brand felt at every touch point?

In the lingo of today’s teens – a group for whom relationships are everything… who is your B.A.E? Your ideal target that you want and need to attract “Before Anyone Else”.

Brand School Alumni Brooke Nalle shares how zeroing on her BAE was the key to finding her Twist and growing her business.

Brooke Nalle of Sleepy on Hudson had a big breakthrough when she realized her TWIST wasn’t about helping babies sleep, it was about helping parents sleep. During the course of our conversation, we talked about a brand lesson that surprised her and she shared something really important for all of us to remember, “That my business, my brand, is about the woman who finds me, hires me.  She is not just a mother; she is a professional, a wife, a friend.”

The impact for Brooke’s business really came as she dove into the Target Audience exercise in brand school and looked at her target audience not as a woman with a child, but at all the things that woman is. That clarity allowed her to implement big changes and see fun results.

Women 25-54 is not a target.

When you’re targeting women 25-54, you’re looking too broadly. You are not really diving into what makes them tick and what keeps them up at night.  This makes it hard to really connect your brand values and promise with what they need. That’s why we create Bull’s Eye Target Personas and really dive into your target- so we can create marketing that goes directly to their hearts (not just their heads) and turns them into loyal brand ambassadors.

Let’s look at an example, Apple. I think we can all agree that people ages 3 to 83 use and love Apple products, but Apple built a strong brand by focusing on the 20-30 year old digital native -someone who is tuned in and comfortable with technology. By designing a brand experience to a narrower target, someone we all aspire to be, Apple has created an iconic brand that never discounts and is always in high demand and that attracts a broad range of loyal followers. They would not have made the same impact if they targeted “3-83”.

The foundation of your brand is your Target Audience, join our Brand School experts for a 30-minute call to focus in on your target audience. During this call, you’ll walk away with actionable next steps and clarity around how to answer the critical question of “Who is your brand’s B.A.E?”. Book your call now.

whosyourbae_final

Why Brands Like American Girl Build Fans Not Customers

Great brands touch consumers hearts, not just their heads. They go beyond rational proof points and connect on an emotional level, and that’s why it’s the last criteria for the brands we choose on our BrandTwist Safari. So our Safari attendees can see brands that get this.

These brands know that branding is a relationship, not a transaction.

Ever feel so passionate about a brand you can’t wait to tell your friends all about it? You’re on a mission to get them to try it too so you can share this experience? When you feel and act this way, you’ve become a brand ambassador and your relationship has gone way beyond the “client zone” to something deeper.

I remember back in the day my friend Shari couldn’t believe I had not yet tried Netflix (this was back in the red envelope era). Every time I would see her she would pester me about it. I actually had a fleeting suspicion that she might be getting a commission from them. Not until I tried the brand and realize how much it changed my ability to watch TV and movies on my terms- did I understand why she was being so persistent.

The difference between fans and buyers.

When we choose brand experiences to visit on our guided BrandTwist Safaris, we look for brands that have fans – not just buyers. Brands that understand the emotional need they are filling – and who work hard to keep that relationship healthy.

American Girl Place is one such experience we will be visiting on our upcoming Safari.

BrandTwist Brand Safari TWIST American Girl

This brand really gets that they are not just selling dolls. They are fostering important friendships. The entire brand experience is designed around this special bond.  From the cafe where you can dine with your doll, the hospital where dolls are treated with special TLC, the Hair Salon with its pampering services for both girl and doll -even the clothes where you can dress like twins – American Girl is fostering a unique friendship. And not surprisingly, given this bond, commanding a premium price.

Your business can learn so much from TWISTING with American Girl and other brands about building deeper, and more profitable relationships with your customers

Join us in person in NYC as we visit Microsoft, American Girl, and more on our Brand Safari.

TWIST Book Julie Cottineau

How to Create Brand Ambassadors

“Launching A Business Is Essentially An Adventure In Problem-Solving”. Richard Branson

Great brands change people’s lives. They make it easier to get things done, open our eyes to new solutions, connect us with like-minded communities and help us to accomplish more. One of the things we a explore on BrandTwist Brand Safaris is how exactly brands solve their customer’s’ problems – and what lessons can your business learn and TWIST with to create loyal brand ambassadors.

Does your customer have a problem with too many options?

Birchbox is a great example of a brand that has solved the issue of how to choose from the hundreds, if not thousands, of new beauty products that seem to pop up every day.  They’ve taken the overwhelm out of the beauty shopping experience by curating customizable sample boxes that are delivered each month to your doorstep. You then decide in the comfort of your own home what works for you- and then can easily click through on their site to buy any of the products you’ve tried in a low commitment trial size.

BrandTwist Blog template (8)While the brand exists mainly online, they have a brick and mortar store in SoHo. This is one of the favorite stops on our Safari. Our attendees walk away inspired with new ways to make it easier for their customers (in categories way outside beauty) to make confident choices.

Sonos, another favorite Safari stop, is also a great example of a brand that helps their customers solve the problem of what sound system to buy – by showing their product integrated into real life scenarios. This is a big TWIST from the big box electronic retailers where the components are stacked on shelves with no way to evaluate the product.

At the Sonos brand experience store in SoHo – you enter into different rooms where you can sit back and enjoy the music – in different set ups with different components- and make a smarter choice about what’s actually going to work in your home.

The starting location for our next Brand Safari, Microsoft, is another example of problem-solving. In addition to enabling customers to engage with the computers, software, and even video game systems before they buy, they offer support and classes to solve the problem of not being able to take full advantage of your purchase.

Today’s buyer in any category has almost too many options. How can your business TWIST lessons from these solution focused brands to help offer real value to your customers?

Our next BrandTwist Brand Safari is coming up, be sure to reserve your spot now to save as part of our Back to School Back to Brand Building event.

 TWIST Book Julie Cottineau