Ep. 40 | O is for Essential OILS: The Strategy and Design of Branding for Multi-level Marketing Businesses

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Today, let's take a deep dive into the world of branding and marketing, particularly focusing on the intriguing strategies of essential oil multi-level marketing (MLM) businesses. In a recent episode of Aesthetically Speaking, we discussed the compelling nature of essential oils and the strategic branding and design tactics employed by MLMs to achieve rapid growth. We explore some of the key lessons we can learn from these companies and how we can apply them to our own businesses.

I am not here to discuss whether essential oils do or don't work, or really discuss the business structure of MLMs [multi level marketing] organizations beyond the basics. I have used and liked essential oils from lots of different companies, but I've never sold them. I'm not particularly attached to 1 specific brand and I am not here to sell them to you. The reason that I want to talk about essential oils and multi-level marketing businesses is because I find it really cool that these companies have used branding to grow multi million and billion dollar businesses in a very short amount of time.

Understanding Your Audience

MLMs excel in precisely knowing who they are selling to. Rather than pitching their products to the general public, they target distributors who are passionate about their offerings. Similarly, they understand the desires of their end customers, often portraying an identity that resonates with their target demographic, such as empowering moms who seek holistic wellness options for their families. By understanding the aspirations and needs of their audience, MLMs effectively connect with their customers on a deeper level, a crucial aspect of successful branding.

Building an Identity for Customers

In the world of MLMs, distributors are not simply salespeople; they are wellness advocates or other creatively named roles. This approach helps align distributors with a compelling identity, making them feel like they are part of something larger than just a sales network. By extending this practice to customers, MLMs foster a sense of belonging and purpose, tapping into the powerful psychology of identity and community.

Turning Wants into Needs

These companies excel in transforming their products from mere wants to perceived needs. For example, essential oils, while not essential for survival, are positioned as tools for holistic wellness and empowerment, addressing the frustrations and desires of their target audience. As businesses, understanding how to create a powerful desire for your offerings, elevating them from mere products to life-enhancing solutions, is a key principle to adopt.

Don’t Look Like Everybody Else

MLMs often encourage their distributors to craft their own content rather than relying solely on corporate materials. This creates a personalized touch that resonates with their audience, highlighting the power of individuality in branding. Embracing uniqueness, rather than conforming to industry norms, can set businesses apart and attract a dedicated following drawn to their distinct brand. I think women have kind of an innate gift for building communities and bringing people together and making people feel like they're part of something. And I wonder if some of these women are going to realize that their brand is very tied to the essential oil company that they represent, and they're giving away a lot of money when they could do their own thing and make a lot more. This is why I think having a personal brand that transcends whatever it is that you do beyond just what you sell or what company you sell for is really, really important. 

So, as we wrap up, remember these key takeaways: know your audience, build a compelling identity, understand the psychology of wants versus needs, and leverage uniqueness in branding. By incorporating these strategies into our own businesses, we can forge authentic connections and drive success through effective branding.

Work with Rebecca:

• Brand + Website Design
• Personal Brand Mastery 
• Brand in a Day
• Creative Partnership
• Client Case Studies

Welcome to Aesthetically Speaking: The podcast for all things branding, design, and aesthetics for women in business.

On this show we’ll discuss the strategies that make brands of all sizes massively successful. I’m Rebecca, a brand strategist and designer and my sister, Abby is a lawyer with no design experience, here as my co-host! 

Have you ever wondered how to create a brand so cohesive people can recognize it a mile away, no matter where they see it? Do you ever struggle to capture the attention of your ideal client and KEEP it with a compelling brand and message? Are you ready to stand out as a unique and valuable service provider regardless of how “saturated” the market is? Aesthetically Speaking is for you!

We believe that your brand is the most valuable asset in your business and should be your greatest investment. As moms and entrepreneurs, we know how to use branding to put your business in front of the RIGHT people, get them EXCITED about your offer, and help your brand BLOW UP online, so you can make more impact *and* more money.

Every TUESDAY, we’ll discuss a unique branding challenge and analyze different aspects of creating a unique and high-value brand for YOUR business.