According to Forbes magazine, a “A brand is so much more than a logo or its visual elements, and building a strong one is often equal to, if not more important, than the product or service itself.” It’s easy to get bogged down with complicated game plans on establishing that brand, and in a crowded market, its tempting to “go big”, but focusing on a building a solid foundation is not only more sensible but more achievable in the long run. The first steps of which should always be, hiring the right people.
A logical hiring plan with a goal towards creating and maintaining a brand is to decide who your target audience is and to develop a profile that best suits selling to that target. “Consider geography, age, parental status, favorite tv shows, goals, online status, education level, fears, dreams, weaknesses, dislikes, etc.” Forbes. Once this picture of your demographic is firmly in place, you can then decide how best to appeal to them, and what sort of employee to hire to get that message across.
Hiring an experienced recruiter to find you that person (or those people) that fit your brand AND can do the job is all about bridging the gap between image and capability. Most business insiders will tell you that establishing a brand is about connection. Again, that image in your mind of the person you are selling to connecting with the person who is doing the “selling”. Any person you hire is a physical representation of the brand you are making. Their job is to be the face that the buyer visualizes when they reach out to do business, and to make that demographic feel good about spending their money. The fundamental understanding is, “I am selling this to you, because I would buy it, because we are alike”.
An example would be Savage Fenty Beauty, a company established by music star and fashion icon, Rihanna, to be inclusive of all women, regardless of skin tone or type. The target profile for this brand is young, female, and ethnically diverse, as well as fun-loving and modern as is evidenced by the mission statement, “Makeup is there for you to have fun with,” Rihanna says. “It should never feel like pressure. It should never feel like a uniform. Feel free to take chances, and take risks, and dare to do something new or different.” The brand is clearly represented by the employee directory, which consists of mostly young or youngish females of many different skin tones and ethnicities, shapes, and sizes.
According to Time magazine, “ The online brand’s ethos is resonating: its sales grew by more than 200% in 2020 despite the pandemic, and its second fashion show—which debuted on Amazon Prime in October—won raves for featuring an inclusive cast of models, as well as appearances by artists such as Rosalía, Lizzo, Bad Bunny and Travis Scott.” Clearly, this is a brand that hires according to their chosen demographic.