Culture Inclusive Branding
When I look at Urban Decay’s branding, it gives me all the feels. It takes me back to the days when I had blonde hair, a Monroe piercing, gauges and expressive winged eyeliner. Not only does it transport me to another time, but it also makes me want to take action because of the way their products are displayed. I feel that urge to be trendy and go back to the days where I wasn’t afraid to make a bold move.
A brand is a way of life. It’s an inclusive culture that should intrigue customers with its energy and possibility. Urban Decay makes even the preppiest girls and boys feel like they can rock a bold eyeshadow or lip color. It opens the door for possibilities because they see the divide and bridge the gap so that everyone can join in on the fun.
In 1996, when Urban Decay was founded, cosmetics were not as inclusive as they are today. The majority of brands appealed to the pink and perky side of the beauty industry. It didn’t have enough diversity to include the grungier aesthetic. Urban Decay was created to bridge the gap so that everyone could experience individuality through the use of cosmetics.
It has been 21 years since Urban Decay popped up on the scene and in that time, they have managed to become one of the most popular eyeshadow brands in the United States. Their array of products have made it easier for customers to immerse themselves in a culture that is inclusive and allows anyone to explore the options of self expression.
Take a Page out of Urban Decay’s Book: Sell Your Story
Whether you’re selling windows or stickers, your brand has a very specific culture that is centered on your customer base. What you choose to do with your audience and how you attempt to reach them can be the maker or breaker of your businesses’s success. Urban Decay saw the need for expression and gave every makeup wearing woman (and man) the chance to be themselves in every color.
Your brand should give your customers the “warm fuzzies.” It should make them want to take action.
Even if you’re selling windows, make those windows tell a story. The market is too saturated and highly competitive for just about every product or service.
Your Brand Story is the Great Differentiator
Stand out from the other businesses out there by utilizing the story that connects your brand to your customers.
Have you ever noticed that just about everyone and their mother has created a makeup line? It’s easy in this day and age to get the ball rolling, but achieving true success in your field takes a lot of hard work. The brands that stand out and make it happen are the ones that appreciate the journey. They hone in on the bond that takes place when a customer becomes connected to a brand.
Customers attach to certain brands because they are able to align a part of themselves with their message, vibe and mission. Maybe you’re interested in a particular cosmetic line because it gives a percentage of its proceeds to local charities. You have loyalty to a specific set of brands because of how they make you feel and what they do for others.
Urban Decay has an inclusive culture and an incredible line of products. They make their customers feel special — through the quality of items that they sell and in the way they present their brand. I think that’s something worth commending.