IF I HAD TO
DO IT OVER:
Defining Your Brand Story
Consumers and retailers believe in a good story. During the recent
FounderMade Wellness Summit (page 12), 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
Advice, from experts who’ve been there,
on how to craft a brand narrative that will
resonate with the consumer.
• Keep your story concise and focused
on the consumer.
• Ensure the visual elements of your
brand match the message conveyed
by your words.
• Offer a benefit to the consumer,
along with a message that resonates
| BY ADA POLLA, Alchimie Forever
@GCI_Magazine Global Cosmetic Industry facebook.com/gcimagazine
Whatever your story, be real,
be genuine, be true.