Why Your Brand Story Matters
By now you’re probably familiar with the rising star that is Sonia Deasy. As co-founder and co-CEO of skincare brand Pestle & Mortar, she has rocked the Irish skincare market. An appearance on the American US shopping channel QVC a couple of years ago, resulted in her line of products selling out in just seven minutes.
The brand now has its eyes on the German and Chinese markets. A former winner of Entrepreneur of the Year, and her brand continues to go from strength to strength.
The Newbridge woman recently spoke to her local LEO in Kildare ahead of a major speaking event for National Women’s Enterprise Day. Below are excerpts from that conversation.
How Pestle & Mortar stands out
At the end of the day, we sell skincare. How we make ourselves stand out from the million of skincare brands in the world, is possibly by being able to tell a better story than somebody else. Our story sets us apart. We may have the best products in the world, but people don’t remember that. They remember that the brand is owned by this lady, who has five children, who comes from a hundred years of medicine men, who uses natural ingredients combined with science. That’s what’s important, the story you tell around your brand.
On the importance of the local market
A lot of the time as entrepreneurs sometimes we think, if we go after Russia, we may do really well. But there’s no market like your home grown market. Irish people will support Irish brands.
On marketing your brand
I can make the best product in the world, but if I don’t know how to market and sell it, it’s no good to me. We are a skincare company, but we are probably a marketing company aswell. You have to know how to sell your product.
On increasing sales online
Photography. If you look at your own website and think the product doesn’t look great, well then everyone thinks that or worse. It’s a good idea to get a copywriter to look over your brand messaging, your story, because sometimes you might have missed a few things in your brand story and they may say that’s your unique selling point. Sometimes we don’t see these things ourselves.
Find out more about the brand story of Pestle and Mortar here: