What we can learn from our fav cult brands and how to apply it (even if you’re just starting)
Industries are more crowded than ever. With nearly 30,000 new products coming to market every year and about 95% expected to fail according to an MIT study. It’s important to set your business up for success, from the very beginning.
So what makes those 5% successful, or even, magnetic?
Below are 5 of the biggest lessons from brands that have done it well so that you can apply them from the very beginning.
1. They use visuals to differentiate themselves from the competition
Your visuals do a lot for your brand, but let’s focus on 3 key aspects; positioning, differentiation, intrigue. Because visuals are processed 60,000 times faster by the brain, they are key to attracting your people and telling your story.
Salt & Stone: timeless and elevated packaging, positions as luxury in market, recognition in different colour ways because of the strong text structure on package.
Eadem: simple but unique in the colour palette, very welcoming
Hot Girl Pickles: So fun and playful, but professional. Feels positioned as high end.
The Lesson: don’t skimp on the design. You’ve spend so long developing your product, but people will never know how good it is if they don’t give it that first chance. Beautiful and resonant design will get you that first purchase, justify the price point, and a proudly displayed spot in their home.
2. They use copy that resonates with their customers
The key to compelling copy that converts is to demonstrate how well you know them. By showing you understand them, they believe they can trust you to consider their needs. Which means they’re more likely to try — and like — the product.
Eadem: before product launch they spoke to the immigrant community about their shared lived experiences.
Merit: 5 minute beauty as the name of a kit being exactly what people were looking for in their make up.
The Lesson: Research, research, research. It can be tricky finding the perfect places to look at first, but keep digging. Look for podcasts, reddit threads, facebook communities, instagram posts, your competitors good and bad reviews. Talk to people on the street or invite people to surveys. You’ll want to start keeping a document of quotes, sources, and observations so you can better speak to them.
3. They show you how their product will improve your life
People need to understand and clearly see how your product fits into their lives. Remember in The Wolf of Wallstreet when they were asked to sell a pen? We want to do the same, show why your product is going to make a difference in their lives. We can do that with lifestyle photography, influencer marketing, sales copy, etc. The key is being able to illustrate a key moment where your product becomes essential.
Merit: so easy you can do it in the back of a cab campaign
Summer Fridays: Jetlag Mask being so hydrating, jet setters
The Lesson: Think of moments in your customers lives, big or small, where your product is going to really shine. The more specific, detailed and drilled into the moment the more the customer is going to understand why they need your product.
4. They're everywhere
Marketing isn’t just about being seen as much as possible, but being seen in the right context at the right time. The key is finding the opportunities that both confirm your unique positioning and how you are the best choice for your people. It’s a user-centric approach that puts — and keeps — your products top of mind.
Merit Beauty: All over social media with influencers, lifestyle shots on Pinterest, the cab campaign, etc. They went from no-where, to everywhere seemingly overnight.
The Lesson: First, take a look at this Shopify article. It’s super detailed and a great starting place for integrated marketing. Next, consider your target audience. Where do they hang out, who are the smaller brands they’re likely following? The better you know your customers and potential collaborators the more successfully you can plan a marketing campaign. The goal is to seamlessly start showing up often and in the right setting for your people.
5. They've engineered the user experience from purchase to use
Think of the last product you loved. Did it just do the job or did it go above and beyond? It probably exceeded your expectations. Companies that make it to the top 5% know that the user experience beyond the decision to buy the product matters. It seems simple, but the small delights in thoughtful details are what people will rave about.
Merit: free make up bag (premium product, thoughtful delivery)
Apple: the unboxing experience is engineered, right down to the friction of the inner box to make it smooth but slow to open.
Eadem: unboxing experience
The Lesson: consider the details and where you can add tiny moments of delight. From extra gifts, the packaging design, hand written notes, to creating anticipation with a moment of slow.
Recap
Standing out in a highly competitive global market is hard, but it's not impossible. And we can learn from successful companies that have come before us. The trick is deciphering what’s going to work for your product, in your industry, for your people. No detail is too small, actually the more deeply you dive into it the better the experience you will create.
Have questions about how to elevate your brand and packaging experience? Let’s talk! We offer a free 1:1 strategy call where we can discuss your business and tackle anything that is keeping you up at night.
