By Terry Johnson, IPF Vice Chair, Branding and Marketing Expert in the Essential Oil Community.
“Two roads diverged in a wood, and I...
I took the one less traveled by,
and that has made all the difference.”
Robert Frost
I took the one less traveled by,
and that has made all the difference.”
Robert Frost
One of the International Perfume Foundation's Objectives is to Guide Natural Perfume Brands towards Successful Branding and Marketing!
Branding and Marketing before the pandemic no longer makes sense, as consumers have changed and are modifying their habits and their way of purchasing perfumes.
Most post-pandemic consumers now perceive brands from a completely different perspective than they did pre-pandemic.
The pandemic created profound changes not only in consumer purchasing behaviors but also in how marketing strategies need to be developed or modified to successfully differentiate your company and your brand in order to engage these newly changed consumers. This is especially true for either those continuing to sell products or those just beginning to sell products made from natural essences.
Regardless of how long a business has been operating, 2023 should be treated as a starting point: an opportunity to renew your business and marketing strategies (especially branding) rather than depend on pre-pandemic marketing strategies, previous consumer purchasing behaviors, and brand perceptions that no longer exist.
Most post-pandemic consumers now perceive brands from a completely different perspective than they did pre-pandemic, and their priorities have changed. How you respond to these new realities will determine your future successes.
Here is a suggestion on how you can get started down the right road:
Putting Customers First
Consumer-first strategies might seem self-evident but are seldom practiced.
Pre-pandemic businesses tended to start by focusing on internal market strategies (These are our values) and then projecting those values to consumers via websites and advertising. These internal strategies (such as mission statement, value proposition, vision statement, and branding), as necessary and important as they are, now need to be renewed to reflect current consumer realities.
To attract and keep consumers in today’s post-pandemic world, businesses need to first start with external strategies that give consumers what consumers consider meaningful. This means that before you begin renewing your post-pandemic marketing and branding strategies you first need to know more about who you want to sell to, what they need and what you can offer that gives them meaning in their lives.
Dr. Martina Olbert, Founder and CEO of Meaning Global, puts it like this: “Brands represent the value and meaning exchange between people and commerce. Companies should therefore bring meaning back to its original purpose: adding meaningful value to people's lives.”
Providing meaning to your natural essence customers is an excellent way to differentiate you and your brand within the most competitive economy ever. It’s the difference between looking at consumers as data points needing to be mined rather than human beings needing to be healed.
To learn more about this topic and much more about the exciting opportunities ahead in marketing natural essences enroll in the Teacher’s Academy Master Class Business and Marketing in the Post-Pandemic Natural Essence Community.
Branding and Marketing before the pandemic no longer makes sense, as consumers have changed and are modifying their habits and their way of purchasing perfumes.
Most post-pandemic consumers now perceive brands from a completely different perspective than they did pre-pandemic.
The pandemic created profound changes not only in consumer purchasing behaviors but also in how marketing strategies need to be developed or modified to successfully differentiate your company and your brand in order to engage these newly changed consumers. This is especially true for either those continuing to sell products or those just beginning to sell products made from natural essences.
Regardless of how long a business has been operating, 2023 should be treated as a starting point: an opportunity to renew your business and marketing strategies (especially branding) rather than depend on pre-pandemic marketing strategies, previous consumer purchasing behaviors, and brand perceptions that no longer exist.
Most post-pandemic consumers now perceive brands from a completely different perspective than they did pre-pandemic, and their priorities have changed. How you respond to these new realities will determine your future successes.
Here is a suggestion on how you can get started down the right road:
Putting Customers First
Consumer-first strategies might seem self-evident but are seldom practiced.
Pre-pandemic businesses tended to start by focusing on internal market strategies (These are our values) and then projecting those values to consumers via websites and advertising. These internal strategies (such as mission statement, value proposition, vision statement, and branding), as necessary and important as they are, now need to be renewed to reflect current consumer realities.
To attract and keep consumers in today’s post-pandemic world, businesses need to first start with external strategies that give consumers what consumers consider meaningful. This means that before you begin renewing your post-pandemic marketing and branding strategies you first need to know more about who you want to sell to, what they need and what you can offer that gives them meaning in their lives.
Dr. Martina Olbert, Founder and CEO of Meaning Global, puts it like this: “Brands represent the value and meaning exchange between people and commerce. Companies should therefore bring meaning back to its original purpose: adding meaningful value to people's lives.”
Providing meaning to your natural essence customers is an excellent way to differentiate you and your brand within the most competitive economy ever. It’s the difference between looking at consumers as data points needing to be mined rather than human beings needing to be healed.
To learn more about this topic and much more about the exciting opportunities ahead in marketing natural essences enroll in the Teacher’s Academy Master Class Business and Marketing in the Post-Pandemic Natural Essence Community.
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