Beachy Branded Babes BEWARE!

I've been meeting more and more women who are embracing this beachy coastal aesthetic for their brand. I want to talk about so many women are attracted to this vibe but why it might not be the best option for your brand even though you might live by the ocean, love the beach, or think that you are helping your clients kind of embody all of the wonderful things that come with the coastal lifestyle. 

If you're new to me, my name is Melissa Barker. I help women entrepreneurs get #VISIBLE, but not just using the newest trendy tactics or even the principles that I learned getting my marketing degree! Rather, I use the things that make the most sense for you based on who you are, your personality, your values, your strengths, and what gets you excited.

I'm a big believer that when it comes to getting #VISIBLE it’s not WHAT you choose it's THAT you choose. OK, onto the beachy branded babes.

Choosing a Brand for Your Business: When it Comes to Coastal Aesthetic, Think Again 

I want to start by saying no one loves the beach more than me. I was born and raised in Ponte Vedra Beach, Florida. My mom would literally drop us off at the beach on the weekends and be like, bye, see you at dark. 

I lived for a while in Atlanta and escaped to the beach every chance I got, and I pinch myself every day because I live in the sunny, beachy, and beautiful Charleston, SC. So, this is absolutely no shade on the coastal aesthetic at all because it obviously has a place in so many of our hearts - myself included. 

To dig into this, I wanna start by talking about what is a brand and what are the best marketing trends of 2024. If you're a marketer, you have a big advertising background, or you consider yourself really savvy when it comes to marketing your business, don't tune me out just yet. I'm not just going to review the definition of a brand, I want to get really specific about what your brand is supposed to DO for your business. 

01 VISUALS CAPTURE ATTENTION

First, there's no denying we live in an Instagram world. It's all about social media marketing and grabbing our audience’s eye ASAP. We're going to see things before we bother to read or even listen. So yes, your brand needs to capture attention. Visuals include your company name, logo, photos on your website, icons, and so on. A post with a beautiful sunrise, colorful surfboard, or sandy beach can certainly grab attention. But that's not all that your brand is designed to do. In 2024, our feeds are overwhelmingly filled with images just like this - it is not enough to make your business stand out from the rest. As a woman in business, you need to dive deep and put some thought into identifying your target market and how you can pop within your industry.

At Women Entrepreneurs Inc. - we live by the advice we give. Check out our Instagram to see how we add personality and utilize color to draw our audience in closer. Not sure how to start your booming social media strategy? Check out our special jumpstart package here.

02 VISUALS CREATE CLARITY

Another crucial part of your brand and this goes for getting #VISIBLE as a principal, is to create clarity. Your branded visuals are to help someone understand who you are, what you do, and how you can help them— QUICKLY. That's what expertly-branded visuals do for us. Let’s take a podcast, for example. How much more helpful would it be had I included a video? If you’re listening to a keynote speaker, why do we use slides? Because the visuals help complement what you're hearing. They are there to augment and elevate what you're trying to communicate. 

So, if you think about what transformation you offer, let’s say you’re a marketer, lawyer, accountant, or some other type of consultant, you need to ask yourself: do the visuals in my brand help clearly clarify what my business does?  

03 VISUALS ENVOKE A FEELING

The third thing your brand is designed to do is to evoke an emotional response, a vibe, or a feeling. And this is where you're probably gonna push back on me and be like, “Well, Melissa, you know, I'm trying to embody all of the warm and gushy feelings that come with the beach. And that's why I chose it because I love it and I know other people will love it too. And when working with me, this is the vibe you get.” 

Well, that might be true. But if you put yourself in your client's shoes, are they seeking a digital marketer, lawyer, business coach, or life coach because they are craving the feeling of the coast? Probably not. The transformation that you're providing for them is something very different. If you're a marketer, it can be to bring in new clients or customers to their business. If you are a health and wellness coach, it could be to help them reach a certain weight loss goal or to get them to sleep better. It really is a big reach to take your service that has nothing to do with the beach and use that as your primary aesthetic. 

So, unless you’re selling candles made from recycled surf wax, the perfect swimsuits to bask on the sand, or jewelry that doesn't tarnish when you go in the ocean, beware of the beachy brand! 

Please hear me—I’m NOT saying you can’t incorporate elements of this aspect of your personality into your brand. Colors reminiscent of sunsets or a relaxed atmosphere can work, but be cautious with naming, symbols, and iconography. Ask yourself if a surfboard or seashell really clarifies what you do and attracts the right clients. In a competitive market, for example, Charleston business owners, clarity is crucial to making potential clients quickly understand, “I am for you. You need me.”

THINK IT’S TIME FOR A REBRAND? WE’D LOVE TO HELP!

If you’re a beach-branded babe and you’re listening to this thinking, sh*t, maybe this is why I’m not getting the traction I expected, I’m here to help you rebrand. Feel free to reach out for a complimentary 30-minute Zoom call, and let’s brainstorm a strategy and appearance that will work hard for you.

After reading this article - it is easy to let yourself get overwhelmed. Remember, there are teams of women in business (like us) here to make this process streamlined and exceptional. Take a look at our services, we offer a full suite of digital marketing services to help amplify the reach of your company with class. From website design to email sales funnel and 1:1 coaching sessions for Canva, ChatGPT, social media marketing, and beyond - give us a call today to expedite your business success with modern marketing trends.

That’s it for my thoughts on beachy branded babes BEWARE! If you have a topic you’d like to discuss, let me know—I’m always looking for new subjects to unpack together.