Creating and launching a brand.
If only it were as smooth as a new razor…
Building a brand that resonates with your audience? That’s a whole other beast. In our first episode of the Carnage Podcast, you’ll hear how one new brand has done it so well.
We had the opportunity to talk with Georgina Gooley, co-founder of Billie, a female-first shaving subscription service. Launched in November 2017, the company is relatively young, though its loyal following might suggest otherwise.
How did Billie become so sharp? In large part, by fostering a strong emotional connection between the brand and its consumers.
A Bit About Billie
Most shaving companies are created for men. That’s why Georgina set out to do things differently. While priced in line with men’s razor subscriptions (you know the one), Billie is devoted to being a female-first brand.
How? The company has designed a shaving experience the way women would want it. It’s marketing for women by women in an effort to raise awareness of the Pink Tax and provide a solution.
The Pink Tax
The pink tax refers to the extra amount women are charged for certain products or services. Things like dry cleaning, personal care products, clothing, and toys. Things like razors.
To shine a brighter light on this issue, Billie named their referral program, “The Pink Tax Rebate.” Naturally, the program rewards customers a coupon for referring Billie to a friend.
Razors Built for Womankind
The brand’s female-first philosophy doesn’t stop there. Billie also donates 1% of all revenue to women’s causes around the world.
Georgina and her team have incorporated several emotion-driving elements into Billie’s branding strategy, from cause marketing and cultural awareness to inclusivity and affordable service.
Above all, they recognized a need in the community, genuinely addressed that need, and provided a solution.
Georgina shares insights on all of this and more, from her branding strategy to the positive impact she hopes to make on women worldwide.
In this 13-minute podcast Georgina and I talk about:
- The early days of creating a brand
- The genesis of Billie
- Georgina’s ideal work day (and what usually gets in the way from that “perfect” day)
- A road bump along the way that later became an opportunity
- The history behind the name “Billie” and its significance to the brand
- What keeps Georgina inspired and motivated
- The Pink Tax
- How Georgina measures success
- One tactic she recommends to fellow founders and marketers
- The importance of cultural awareness when developing and marketing a new brand
- For more information on the Pink Tax, read “The Cost of Being a Female Consumer” based on a study of gender pricing in New York City
- The Element: How Finding Your Passions Changes Everything by Ken Robinson
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- This podcast is brought to you by Carney, a full-service digital agency helping brands thrive in their industry