n Brand owners typically are great at
finding inspiration and ideas for new,
interesting products. However,
what sets the successful owners
apart is their ability to develop a
workable plan to market and grow
their brand—and to stick to it.
n Knowing how to focus your energy
on what will work now versus what
should be focused on later is
n Successful brands have active
managers. Gaining loyal customers
means getting out there yourself to
make those connections.
n Stay in control. Letting your brand
derail because you got sidetracked
with less important details can easily
happen, so you have to pay attention.
Without a plan—and a strong
adherence to that plan—profit
might never be in the future
for your beauty brand.
BY ALISA MARIE BEYER
PLANNING, BRAND BUILDING
Reproduction in English or any other language of all or part of this article is strictly prohibited. © 2014 Allured Business Media. 26 Planning, Brand Building GCI April 2014
Icome from a family of entrepreneurs. And, as expected, some of our ventures are more successful than others. A few years ago, after a lively family discussion about my parent’s newest venture, an alpaca farm, my youngest bother Morgan sent me a hysterical image of gnomes collecting underpants and signed it, “Mom and Dad need to stop collecting underpants!”
In the town of South Park, Colorado, legend has it
that underpants gnomes sneak into people’s houses