When Niré Beauty needed support in developing the brand’s identity, helping it to identify and communicate key messages and unique selling points to prospective customers across all touch points with the brand, they came to us.
Niré Beauty is a new and exciting brand of make-up brushes and clever beauty products that are not only sleek, stylish and totally on-trend for the modern woman, they also appeal to the socially-responsible consumer, in that they’re totally cruelty-free and suitable for vegans too.
The brand came to us after being in business for a couple of years, in need of support to develop further its identity that would breathe life into Niré Beauty’s vision and values, helping the brand to communicate these key messages and unique selling points to prospective customers.
The objective was to develop a toolkit to include key messages supported with solid proof points, positioning statements, key words and phrases, as well as guidance on tone of voice, so that there would be unity in communications with customers at all touch-points with the brand throughout the sales funnel.
We began by holding a kick-off meeting, where we met with the Founder and Managing Director of Niré Beauty, to find out more about the brand’s story. We explored how the business came about, what its founding principles were, along with its vision and values at the point of conception, and how these had evolved over time into the present day.
Taking into account the brand’s business objectives going forwards, we then created a stakeholder map of all different target audiences, while developing different buyer personas, so that all key messages could be tailored to suit customers’ wants and needs, helping to resonate and convert into sales. With this intel in place, we then performed a full audit of Niré Beauty’s existing marketing communications collateral, and flagged up where we believed there was a discord between the findings of our investigations and the aspirational aims of the brand.
Presenting these findings to the Founder, we then undertook an extensive competitor analysis, and advised the client how through brand positioning, key messaging and content creation, we could help to elevate Niré Beauty to become a real challenger brand in a very competitive market.
Following our research, investigations and presentations, we developed a toolkit to include key messages supported with solid proof points, positioning statements, key words and phrases, as well as guidance on tone of voice, to be used across all touch-points of communication with Niré Beauty.
Taking this document, we then worked with Niré Beauty’s chosen design team, to help develop a brand new look and feel to its product packaging, social media content and website design, so that all verbal and written communication married up with the visual positioning of the brand.
The result is a beautiful suite of packaging and other marketing collateral that clearly captures the vision and values of the brand, while communicating key messages, elevating Niré Beauty into the premium market and making it a real contender as a challenger brand.
Picture credit: Niré BeautyBack to Work