Branding development
Beauty Branding Strategy & Design
At Innovative Beauty, we believe there is a unique story waiting to be discovered inside every beauty brand.
Over 30 years of branding experience has helped formulate our creative approach to brand development. Through our tried and tested methods, we develop strong realisation of your brand, while our design team translate this into the perfect brand identity.
The Four Corners of Brand Strategy
PURPOSE
Brand Purpose starts what the vision and the mission of the business. Defining this is the key to the next step…
POSITIONING
Here we look at the Positioning of the brand – defining its narrative, personality, and what makes it distinctive and unique
COMMUNICATIONS
Communicating the right message is essential – establishing a creative approach, and giving a consistent message across all touch points
TECHNOLOGY
Lastly, using Technology to implement the brands ethos and ensuring the best tech solutions are in place for all user interactions
Brand Refresh – evolution or revolution?
All businesses change over time: markets shift, new products get launched, businesses grow and, sometimes, they pivot. There’s no one-size-fits-all approach to reflect these changes in your business, but asking why the change needs to happen is the first step to determining how to represent it.
In the beauty sector, having a strong memorable brand can really make the difference between success and failure. Taking the plunge with a full rebrand can be daunting, especially if you have an existing look and feel to your business. So do you follow the “evolution” route, and develop and evolve your existing brand to give it a refresh, or do you follow the “revolution” path, and start again from scratch with a complete overhaul?
Beauty Brand Evolution
Evolution keeps your brand recognisable and helps to simplify the maintenance of brand equity. It doesn’t shout that products, services, or points of view have changed. It quietly says, “We’re keeping up to date, maintaining our positioning and keeping our audiences engaged”.
Beauty Brand Revolution
Revolution, or a complete rebrand, is a clear sign that you’re actively changing. It allows you to reconnect to audiences with different, better, or more appropriate messaging. It signals that your objectives have changed, that your brand or product architecture has changed, or that the world has changed and you’re listening.
So, which direction is right for you?
Well, that depends. Too much change could be risky, but not enough change could mean missing out on potential. Ultimately whether evolution or revolution, brands and identities shift due to the strategic direction of the business. Change for change’s sake is a dangerous place to start. You risk confusing your audience, and diluting equity that may have taken years to build. But with significant change comes the opportunity to engage your audience in a significant new way.
So, if you’re looking to make the change of direction in your beauty business visible, or looking to strengthen a well-established identity, get in touch with the team.