12 Defining Your Brand Story Global Cosmetic Industry
IF I HAD TO
DO IT OVER:
Defining Your Brand Story
Advice, from experts who’ve been there,
on how to craft a brand narrative that will
resonate with the consumer.
| BY ADA POLLA, Alchimie Forever
Whatever your story, be real,
be genuine, be true.
Consumers and retailers believe in a good story. During the 2017
FounderMade Wellness Summit, Abby Levy, president of the
wellness content and retail platform Thrive Global, noted that
there is a difference between discoverability and purchase. As
such, she encouraged brands to tell a good story because “no one
can tell your story better than you.” She explained that consumers
want a story, the science behind the brand and to understand the
promised impact it will have on their lives. Here, Ada S. Polla
looks into what it takes to create and tell that story.
—Editor in Chief