Happy Saturday to you! I thought it's about time that I let you know a little more about me, not because I am full of myself, but I just don't want to be holding anything back from you and then you go, wha? I have neglected (on purpose) to mention that I am a parfumeur. I know it sounds like a really weird segue, I design paper goods, parfum and yes, for many, many moons I was a publicist, I suppose I only take professions that start with a 'P' so I hope I won't be adding prostitute to the 'ol curriculum vitae anytime soon... I am mentioning this because, I am so excited that we are doing a repackaging of the Monyette Paris brand, it thrills me to no end since I didn't have much of a say in the first round (except for the bird, that's all me..) I felt the old packaging (above) didn't reflect the inside product and from a branding perspective that is a no-no. Another reason I didn't mention it is that I got beat up a lot by critics and it hurt, I felt like Nicole Richie! I couldn't read a good review and be satisfied I had to read a bad review and want to put my head in the oven. I should know better than this. I have been a branding expert for longer than some of you have been alive, okay been able to read, and the idea here for any product is to appeal to your demographic. The one thing that has always irked me and made me seasick is when a potential client would come to me for advice and I would ask the question, "So who is your demographic?" and they would say, "Everyone." Not, even water is for everyone there are different types of water, I won't drink tap but then again I won't buy a $40 bottle of water from some remote lagoon, so I am of the demographic that wants fresh water that is clean but doesn't taste like "s" and doesn't cost more than $2.00.
Believe me, with all the people in the world you should have a niche. For Monyette and most of the fragrances I create, my niche is 'vacation in a bottle'. All, the scents I create navigate back to an island floral inspiration. Monyette is Tahitian gardenia which to my nose smells a lot like jasmine. My demographic would be women in-between the ages of 24-35 years, income of $50K+ annually, follows fashion, but not trendy, is confident and sexy. Do other people outside of my demographic buy the fragrance? Yes! I had a lovely lady write me that she wore it on her 50th wedding anniversary and it drove her husband nuts! I know a few men that wear it (hey, women are attracted to flowers) have I had people outside my demographic demolish me? Why yes! I had a woman comment on the perfume forums that it smelled like deodorant tampons! The goal of this post is to help guide you on your own demographic if you are making items, selling them etc. When you have honed in, focus with laser like attention on the group that gravitates toward your brand, store, etc. It's those people that will appreciate what you do and will refer other business to you. Don't try to fit a round peg in a square hole, why? You don't need to, people will like you for you and you will always excel if you are doing something that you love....
If you have more specific questions, let me know and I will try to answer them in future posts of PR + Branding 101 because you never know who might be wanting to know the answer to your question. Take advantage of this while I am offering as I plan to close my branding and PR doors for good some day real soon...