Summary of "In the Beginning There Was the Brand with Rebecca Bartlett"
Coffee N° 5 with Lara Schmoisman
Release Date: November 20, 2024

Introduction

In the episode titled "In the Beginning There Was the Brand," host Lara Schmoisman engages in an insightful conversation with Rebecca Bartlett, a renowned expert in branding. Bartlett, founder of Bartlett Brands, shares her extensive experience in helping founders develop and launch their brands, emphasizing the importance of strategic insights and authentic brand narratives.

Rebecca Bartlett's Journey into Branding

Rebecca Bartlett recounts her transition from a designer in New York City to a branding specialist in San Francisco. Her pivotal moment occurred while working at Halo Essentials, where she played a crucial role in transforming the brand from a local entity to a global player.

"I fell in love with a guy, and really, truly kind of moved from design to branding... that was really like, where branding clicked for me." (02:06)

Bartlett highlights the significance of her early experiences, which laid the foundation for her strategic approach to branding.

Strategic Branding: Aligning Founder Vision with Consumer Insights

Bartlett emphasizes that successful branding begins with deep strategic insights into consumer psychographics and mindsets. She discusses two primary client profiles:

1. Innovation Brands:
   Founders with groundbreaking ideas seeking to identify and connect with the right consumer base.

2. Established Proof of Concept Brands:
   Brands with existing products looking to refine their brand messaging based on consumer feedback.

"It's really rooted in the part that you cannot see before all of that happened, which is developing the strategic insights to power the brand." (03:52)

This strategic foundation ensures that the brand aligns with both the founder's vision and the target audience's preferences.

Cohesive Brand Narrative Across Multiple Touchpoints

Maintaining a consistent brand narrative across various platforms is crucial. Bartlett warns against diluting the brand by presenting inconsistent messages.

"If you say something different across all of those touch points and you, as a different brand, you don't register. There's no, like, retention." (05:00)

Lara concurs, highlighting the importance of a cohesive narrative tailored to each platform without deviating from the core brand voice.

"That's what I call a cohesive narrative." (06:51)

Dealing with Retail and Market Feedback

Brands often receive conflicting feedback from merchants regarding packaging and target audiences. Bartlett advises maintaining brand integrity while considering constructive feedback.

"You have to look at it through a brand lens and through your other channels and what would be strategically, you know, the right move." (16:32)

She shares experiences where brands were pressured to target inappropriate demographics, emphasizing the need for brands to stay true to their core values.

The Art of Packaging Design

Packaging serves as a tangible representation of the brand. Bartlett discusses the delicate balance between providing necessary information and avoiding consumer overwhelm.

"Packaging needs to be simply simple and sexy... but you need to know what makes big." (12:04)

She illustrates this with the Paula's Choice case, where packaging was redesigned to be straightforward and performance-focused, resonating with the target audience's preferences.

Head-led vs. Heart-led Branding

Bartlett explores the shift from head-led branding, which emphasizes data and performance, to heart-led branding, which focuses on emotional connections.

"I feel like I've already seen this happen in the 20 years that I've been in this industry where... we sort of see this kind of like emergence of brands that are much more heart led." (12:29)

She cites Playground Sexual Wellness as an example of successfully implementing a heart-led approach in a traditionally unexciting category.

Global Branding and Localization

Expanding a brand globally requires careful adaptation while preserving core values. Bartlett shares strategies for maintaining brand consistency across different regions.

"Making sure that everyone in an organization deeply understands the brand and then, you know, has the wherewithal to translate it to their market or to their touch point is super important." (25:56)

She discusses the creation of an editorial style guide for Paula's Choice, facilitating nuanced translations and regional adaptations without compromising the brand's essence.

Managing Brand Evolution and Rebranding

Brands must evolve to stay relevant, but rebranding should be approached thoughtfully to retain core fundamentals.

"We're building the brand to stand the test of time... those things rarely change." (31:20)

Bartlett advises that rebranding efforts should focus on growth and learning rather than correcting fundamental brand flaws. She uses Clinique as an example of a brand struggling to connect with newer generations due to outdated branding strategies.

"Clinique is a classic... but today it goes. Didn't catch up with the new generations." (31:54)

Case Studies

1. Paula's Choice:
   Bartlett discusses branding Paula's Choice by aligning the brand with Paula Bagan's practical, fact-checking persona, resulting in a brand that mirrors its core consumers' values.

2. First Day Supplements:
   Initially focused on children, the brand pivoted to target entire families, leading to significant changes in packaging and communication to better resonate with a broader audience.

3. Playground Sexual Wellness:
   Successfully implemented a heart-led approach, making the brand approachable and playful in a typically sensitive category.

Conclusion

Rebecca Bartlett's expertise underscores the importance of strategic, consumer-focused branding that remains authentic to the founder's vision. A cohesive brand narrative, adaptable packaging, and a balanced approach between data-driven and emotional branding are essential for creating and sustaining successful brands. As markets evolve, so must branding strategies, ensuring that brands remain relevant and resonate deeply with their target audiences.

For more insights and strategies on building successful brands, visit Lara Schmoisman or refer to the episode notes below. Don't forget to subscribe to Coffee N° 5 for your weekly dose of business wisdom!