Five Reasons to Invest in Your Strategic Brand Story Early in Your Journey
Early-stage beauty brand founders, this post is for you.
There’s something really beautiful and magical (and incredibly challenging, no doubt) about being at the start of your beauty brand journey. There’s so much potential ahead and a lot to learn and overcome. So, if I were to give you one piece of advice at this stage in building your business, it’d be this:
A clear, compelling brand story grounded in strategic positioning is the way to get ahead. To get the attention you deserve for your brand, to confidently pitch to potential retail partners, and even land the investments that’ll help you keep the machine running.
It might feel like something you can tackle later, but creating your brand story early can transform your growth. How? Why? We’re going to go into that in detail within this post. So buckle up and let’s dive in!
Five Reasons to Invest in Your Brand Story Now
1. Your Brand Story Helps You Stand Out in a Crowded Market
The beauty industry is brimming with new brands (as I often say, even Brad Pitt has a skincare line), which means it’s harder than ever to capture a beauty client’s attention. There’s just so much saturation. But a strategic brand story is your ultimate differentiator and pitch.
Beauty clients are buying from brands that align with their personal needs, desires, values, and aspirations, which means your brand story (which communicates how you meet these needs, desires, values, and aspirations) is no longer optional. It’s essential for speaking to and capturing the attention of your dream clients. Trust me: these clients are savvy and they see right through brand stories that are inauthentic or sound like something they’ve already heard a million times.
Your brand story should inspire, resonate, and/or support your key audience and allow them to see themselves in your messages, creative, and marketing. That’s how you build a loyal fan base early on.
2. Your Brand Story Helps You Confidently Pitch to Retailers and Investors
Retailers and investors want more than great products—they’re looking for brands with a novel purpose that will excite and motivate new and existing beauty clients. They want the next big thing that will drive client loyalty and sales, of course.
So when it comes to pitching your brand to them, it’s not just about your innovative ingredient complex or table stakes qualifications (clean, sustainable, cruelty-free, etc.). It’s about your brand story and how it unifies a particular audience around your purpose and resonates with them on an emotional level.
When you can confidently articulate not just what you sell, but why it matters, you stand out as a brand with vision and staying power. Figuring this out early on is the difference between securing retail partnerships and investments—or not.
3. Your Brand Story Builds Trust and Connection with Customers
As stated above, beauty clients don’t just buy products, they buy into brands they personally believe in. Just look at Vacation, Refy, and Rare. Their brand stories and identities create aspirational worlds that clients see themselves in and want to be a part of. At the end of the day it’s sunscreen and makeup but, with these brands, it’s so much more for the client. It’s entertainment, elegant luxury, and self-acceptance and mental health advocacy.
A strategic brand story fosters trust and creates an emotional connection that turns first-time buyers into loyal fans. That connection can transform how they experience your products—and how often they come back for more.
4. Your Brand Story Guides Every Decision You Make
Your brand story isn’t just for your website or marketing materials—it’s a foundation for every choice you make. From your product lineup to your packaging to partnerships, your story keeps you aligned with your brand’s purpose and point of differentiation from competitors.
For instance, if your brand story revolves around modernizing French beauty and making it more accessible to the masses—like my client Provence Beauty—that will influence the products you develop (modern takes on classic French formulas), the music you play at events (French hip hop and pop, not Edith Piaf), and the creators you partner with (French expats living in the US, for example).
Creating your brand story gives you a compass to grow your brand strategically from the very start.
5. Your Brand Story Makes Marketing Easier and More Impactful
Marketing is challenging enough—don’t make it harder by starting without a clear narrative. A strong brand story gives you a foundation for cohesive, powerful messaging across every platform. From Instagram captions to email campaigns, your story gives you the words to create messages that connect with your key audience authentically. Without it, you risk confusing your audience—or blending in with competitors.
Your Brand Story Is Your Superpower
Your brand story is more than a nice-to-have; it’s the foundation of everything your brand does. By investing in it early, you set yourself up for long-term success—standing out, building trust, pitching with confidence, and creating marketing that works.
Need Help Crafting Your Brand Story?
That’s exactly what The Brand Story Masterclass is designed to do. Through bite-sized video lessons, a detailed workbook, comprehensive exercises, and step-by-step guidance, this course helps early-stage beauty brand founders:
Identify their brand’s strategic positioning within the market
Craft a compelling signature brand story
Develop their brand voice for consistent, impactful messaging
By the end of the course, you’ll have clear direction and the tools to confidently communicate your brand’s unique purpose, value, and point of differentiation—setting your business apart from the very start. This course uses the same process I take my 1:1 clients through but for a fraction of the price (lifetime membership starts at $650).
Special Offer: Live Q&A for Enrolled Members on 2/6
I’m excited to announce a new perk of the Brand Story Masterclass: all members enrolled in the course by 1/27 will be invited to a live Q&A session on 2/6 at 12:00pm PT! You’ll have a chance to ask me any and all questions about developing your brand positioning, story, and voice—plus, hear from fellow early-stage beauty brand founders who may be navigating similar challenges and questions. I have no doubt this will be an incredible resource for all participants!
Ready to get started?
Sign up for the course and automatically reserve your spot in the live Q&A by clicking the button below. I’m looking forward to meeting you and supporting you this year!
“The Brand Story Masterclass helped me better understand my business vision. After researching my competition and identifying how to differentiate my brand from them, I have a more refined understanding of my brand purpose and how my brand adds value to the beauty market. This course truly helped me define and embrace my brand identity.”