How to: Create Passion for your Brand
Saturation, saturation, saturation. We’re kind of sick of hearing it, to be honest. We get it- there’s a lot on the market, but time and time again brands shoot through the chaos and fuzz, and land in their target customers hands. Instead of getting overwhelmed, get motivated by these proven steps;
🏃♂️Allow people time to fall in love. No rush jobs
Did you know? Cult beauty brand Bangn Body started their page very early, sharing body positivity content, and had almost 50,000 followers before launch!
Let’s get real. If you can spot when someone’s being dishonest about a product, why do you think your target audience can’t? If engaging content creators that are passionate about your brand is something you’re wanting to do, it’s best to start early to create hype before the launch.
You can consider pre-launch trials (PS: Creators love getting involved in product development! Send out lab samples. Brands like Tbh Skincare and Boring Without You have done this.)
Claire Bridgett featuring a lab sample she’s trailing for Boring Without You.
PR send outs don’t have to be grand, but they do have to be genuine.
Give creators time (we suggest 1 month!) to give their feedback on products.
💍Make it long term
Work on building long term relationships with talent. Grow with them. This looks like being consistent with the people who you engage with, granted, if they’ve engaged with your brand and shown fair interest or shared passion.
Make sure you’re following them on socials, as early as possible.
Introduce yourself via DM or email by name.
How creators engage with these steps will give you a clear idea if it’s worth investing PR samples or budget on a continued relationship.
They might be awesome! But are they your niche? Have they featured brands like yours on their grid previously, organically?
💌It’s Personal...
Brand founders writing hand written notes and in their brands DMs
Make it personal. A DM from a brand founder or a hand written PR note goes a long way! I still, to this day, look forward to hearing from founders. Although not always realistic, it is extremely worth while for a growing brand. Many brand founders take us behind the scenes to form a connection to them, and in turn, their brand. Some more examples;
David Rooney from Boring Without You sent personalised videos and voice messages to hundreds of customers, thanking them for their purchases and opening a channel of connection with them.
Anna Ross from Kester Black hand writes her PR send out notes that go to press and creators.
Emma Lewisham often speaks to customers on her brand’s socials, signing off her name, warmly.
💎Clear? Crystal.
Be clear about your values and mission: People who are the same values can identity kindred spirits. If you haven’t identified your values clearly, now is the time! If you had to create a mission statement, what would yours be? Go beyond the labels, aim for the feeling. Some awesome examples;
Emma Lewisham: Transforming more than just skin. Evidence-based, natural skincare that works.
Boring Without You: You don't need a million products. But the ones you use should be made for your skin type. All about combination skin.
Kester Black: We make premium cosmetics and hardworking skincare products that delight our customers without compromising their values.
Reme Beauty: Skin essentials. Feel the textures. Conscious chemistry.
👩🎤Being different is good
Make your point of difference known from the word go. There is so much on the market- how are you standing out? Check out this free branding resource by The Branding Psychologist.
Tone of voice is one of the most essential keys to clear marketing and connection. Exploring tone of voice helps you understand your customer, audience and your brand.
Being familiar is great, being bold is better. Hype is often driven by what’s new, and what is new, is often what is different.
Don’t be something you’re not. Claiming your serum is a toner-wash-treatment-spf-shower all in one bottle? Get ready for consumers that are hesitant to buy, and even more hesitant to repurchase after being disappointed. What’s special about the serum? Does it have encapsulation? Does it replace a few other serums in your routine?
Think: Pain points. “We’re different from the cleansers that strip your skin” “We aren’t like the underwhelming, expensive serums you’re used to using”
💝Passion is best shared
Don’t be afraid to look “crazy” with passion- it’s contagious! It’s a sure way to find people who “vibe” with you.
What ways can you show your passion?
What things do people only in your niche know, and they’ll be able to spot it a mile away? For example, in Software Engineering, everyone knows what a rubber ducky represents. What’s your niches call card?
❌ The Non-negotiable
Find the people who are passionate and resonate with your brand mission. Ask yourself, is it *really* a good fit? Or are they just popular?
See what other brands they’ve organically shown in the past for reference.
🐣 Start small
Micro content creators in your niche are the best place to start. Try to get as close to home as possible to start. Founded in Melbourne? Start there!
Use hashtags like #melbournecontentcreator #aussieblogger to search or check the “tagged” section of brands in your niche to find who’s organically shared them.
Ask passionate content creators who they recommend in their nieche, too!
PS: White Rabbit Social is shortly launching a creator section with details like skin struggles, age and nationality, that we often feel awkward asking.
👻Forget this at your Brand’s peril (spooky)
Most importantly, is there someone you already know who is passionate about your brand?
Remember who was there from the start. Think about how can you thank them and encourage them to continue supporting you.
Word of mouth marketing has always given the most valuable ROI, and brands pay hundreds of thousands to have their names shared casually in conversations.
What makes you passionate about a brand? What would you add to this list? Any brands that do hype really well? Let us know in the comments below!