From a young age, we’re repeatedly told to “never judge a book by its cover”. Jessica Alba is living, breathing proof that this is one of the most valid and truthful life lessons you can learn.
Forming opinions based on appearances is apparently something that comes naturally to human beings. Having taken one look at Jessica Alba, the business world was quick to sneer at the prospect of her leading an entrepreneurial venture with The Honest Company. By the end of 2014, Fortune magazine had listed her as one of the most powerful businesswomen on earth, with profits tripling since the company’s launch.
Obviously, some people have still got a lot to learn about books and their covers, but what else can we learn from Alba’s baby product venture? How exactly did she fly in the face of adversity and come out the other side with an empire? In this blog post, we look at three branding lessons everybody can learn from The Honest Company.
1. Honesty is the Best Policy
There’s a significant degree of manipulation in product-selling, and many will tell you that implementing major buzzwords into your branding is key to turning over large profits. Currently, this is considered standard practice. But that’s part of the problem – it is common knowledge. With a broad selection of brands all choosing these same buzzwords, it can be difficult for you to differentiate your company from competitors.
The Honest Company obtained a USP by doing exactly what they claimed to on the tin: behaving honestly. Their agenda is straight-up, no-nonsense, candid branding.
Alba was also honest with herself when she set up her company. She was well aware of her personal shortcomings and knew she needed assistance in getting her product off the ground. This is where she recruited the help of entrepreneur Brian Lee – a man who knew the ins and outs of marketing. She had the idea; he knew how to sell it.
The branding of The Honest Company proved that the very nature of being honest can be both refreshing and beneficial in business.
2. Incorporate Your Story
Alba may have a natural gift for turning heads, but she is also a caring mother. After giving birth to her first child, she discovered first-hand the kind of challenges that mothers face every single day. She drew on this experience to create a range of products that would benefit her and fellow mums around the world.
The Honest Company’s branding image is one mother assisting another. It’s a “been there, done that” style of business promotion. The key to successful branding is offering the right kind of image at the right time to the right customer. This involves careful, considered planning, as well as a strong degree of persistence. Across three separate social media networks, The Honest Company repeatedly posts images of Alba with her own child – using the same products she helped to create.
As a mother, Alba understands the issues people like her face every day. Her company reflects this image. As a result, customers are reassured in the knowledge that they are buying from an experienced, knowledgeable, empathetic source.
3. Solve a Problem
Alba has spoken about the stressful ordeal of grocery shopping as a mother. Her experiences on these trips have resulted in an e-commerce approach. Instead of being additional items on lengthy shopping list, The Honest Company’s products are instead shipped directly to homes. It’s perfect for mothers who already have enough to lug around during supermarket visits. With The Honest Company, people can get all the baby-care products they need at the click of the button.
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If you are looking for ways to add polish to your business, branding is the perfect place to start. And if you need help, you’re in the right place. With Bing Digital’s brand development services, your brand will be memorable, fresh, honest and – here’s the icing on the cake – relatable. For more information, take a closer look at our approach to branding or get in touch today!
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