The Essence of Marketing: Key Mindsets for Building a Successful Brand
Today, let’s focus on entrepreneurs eager to launch their own skincare brands. Here are a few things to consider before diving in:
- Don’t rush just because you have the manufacturing know-how.
- Don’t start just because you’ve set up ad campaigns.
- Don’t launch simply because your product development is complete.
- And don’t assume being unique is enough to guarantee success.
As a marketing consultant who has worked with over 50 self-created brands, I’ve seen the same critical issues come up time and again:
- Lack of clear market understanding.
One of the most dangerous mindsets is being overly driven by manufacturing—thinking that having unique ingredients automatically ensures success.
- Not knowing the target audience well enough.
Many brands aim to attract affluent consumers, but this demographic has the most choices. Ask yourself: “Why would they choose you?”
But even this question isn’t quite enough. The better question to ask is: “Why would an affluent consumer choose an unfamiliar brand instead of a trusted, well-known one?”
Think about it: when someone with the means to buy luxury products is in the market for a new car, how do they decide? When they want to buy a high-end handbag, what factors come into play?
Many brands that struggle to establish a foothold in the market could figure out their chances of success by answering this one question. If the solution is simply to run keyword ads, native Yahoo ads, or Facebook ads, the likelihood of success is almost zero. These strategies don’t address the real issue.
It’s Not Just About Traffic: A Comprehensive Marketing Strategy
Imagine a bubble tea shop that hasn’t yet perfected its interior design but is already spending money to drive traffic. How can they expect good conversion rates? Moreover, when teams lack the experience to handle dynamic optimization, they end up making constant adjustments. As Xiaomi’s Lei Jun once said: “Don’t cover up strategic flaws with tactical diligence.” This often happens when brands fail to address why affluent customers prefer buying expensive alternatives.
Online marketing and e-commerce have been hyped to the skies, leading brand owners to put a lot of effort into convincing customers to make a purchase. But think about it: how can you have the chance to explain everything to every potential customer in an online business?
I once had a client with strong confidence in their product’s quality. They dismissed their competitors’ ingredients, but even male customers found their packaging unappealing. After several discussions, I proposed this scenario: “What if you placed 100 units of your product and 100 units of your competitor’s product at a busy subway exit, offered them for free, and saw which one customers picked up—without saying a word about your product?”
This experiment was never carried out, but the result would have been obvious. This scenario highlights the core issues that must be addressed before launching any digital marketing efforts. Don’t dismiss packaging design—it’s often the first step in winning over customers. Your competitors understand their audience deeply, which allows them to connect emotionally. If your product doesn’t even get picked up for a closer look, how will consumers ever discover its superior qualities?
For women buying skincare products, the purchase is more than just a transaction—it’s an indulgence, an expectation, a reward. What matters most to these consumers isn’t price but the brand’s atmosphere, the experience it provides, and the trust it inspires.
The Basics of Marketing
Positioning, pricing, packaging, brand atmosphere, consumer trust—these are the key elements that need to be addressed. Yet, many brands focus solely on traffic generation without first digging deeper into these foundational aspects. Too often, the only question they ask is, “How do I run ads?” This shows a fundamental misunderstanding of what marketing really is. Advertising isn’t a magic bullet, nor is it the entirety of marketing. Many people misunderstand the essence of marketing, making it difficult for them to run a sustainable business.
In every industry, there is a mix of good and bad players, and marketing is no different. So, if you’re thinking of launching a brand, it’s critical to understand this: Advertising is just one part of a broader marketing strategy.
If your business is facing the challenges mentioned earlier, the solution isn’t to find the right ad platform. Instead, start by asking the right questions—ideally from the perspective of the customer, not your own. If you can create a compelling experience at every touchpoint, sparking genuine interest, your advertising efforts will more likely succeed. If not, hold off on spending money. If you’re unsure how to evaluate your progress, consult an expert in the field and make sure they give you honest feedback. Identifying the key factors that make customers fall in love with your brand is crucial.
Conclusion
The skincare industry is highly competitive and mature. Not every strategy or method you see online will work for your brand. I recommend pausing to solidify your marketing fundamentals before moving forward—your chances of success will be far higher. Market analysis is much more important than you might think. You either need a sharp instinct (which is rare) or a structured approach—at the very least, you need to understand the basics of a 3C analysis. If this seems beyond your skill set, consult an expert.
These challenges arise every year, and I’ve seen and answered them countless times over the past seven years. Take the time to master the fundamentals of marketing before you launch your brand. Don’t rely too heavily on advertising—it depends on the product category. Even in the heyday of Facebook advertising, this industry was tough. That alone should tell you that success goes far beyond ad campaigns.