Lessons That Last Part 4 - Building a Brand Without Breaking the Bank

To date, my new mini-series has very much been focused on the creation of your fragrances. However, once it’s created, it becomes the time to put it out into the big wide world. But, how do you achieve it if you’re a small independent perfume maker and you don’t have the marketing budget or resources of a big company? Whether you know it or not, you’re also carrying an expectation that you’ll put your product on the internet and people will flock to buy it. In this episode, I give you the reality of both: what is achievable with marketing within a small indie brand, and what you should expect, and why both of these things can be much bigger and more prosperous than you think.  KEY TAKEAWAYS The reality versus the expectation of making your first social media post or putting out your first advert is huge. Karen explains what people subconsciously think will happen, what the reality of most situations are, why you’re not alone and what to expect.   In the absence of large budgets and a dedicated marketing team, it can feel like you’re in a David versus Goliath fight most days. However, as Karen explains, the real strengths of marketing lie elsewhere.  Artists do not always feel comfortable selling themselves. Talking about your own work can leave you feeling self conscious or even arrogant, but it is a crucial part of the process. Karen gives you some courage and some tips on how to sell yourself effectively.  All the marketing, sales, likes and comments on social media will never make you happy unless you know the answer to one very important question - “what does success look like to me?” Karen goes into depth on the importance of this point and how knowing the answer is the difference between real success and failure. BEST MOMENTS  “The gap between the energy you put into the creation and the silence on your first social media post is where a lot of people spiral.” “Your most important marketing tool is to have real clarity about what you're doing, why you’re creating, who it is for.” “You can’t make someone buy something they don’t want. But you can share what you’ve created in a way that will connect with the right people.” EPISODE LINKS Perfume Making 101 Waitlist  Rose Fragrance Masterclass Wait List VALUABLE RESOURCES Getting Started Guide Artisan Perfumery Mastermind   ABOUT THE HOST Fragrance expert, author, teacher and speaker; Karen Gilbert runs courses in the UK and online which demystify the secretive world of perfumery in a fun and interactive way.  Karen has inspired thousands of students to explore their olfactory sense and create their own personalised fragrances. With extensive product development experience in both the commercial perfumery and the organic skincare industry, Karen is able to offer a unique insight into creating natural and mixed media fragrances for fine fragrance, room scents and skincare/bodycare products using commercial perfumery techniques. Karen is also a certified meditation teacher and has a passion for helping people to create daily rituals that integrate scent with other modalities to shift state and increase your sense of wellbeing. CONTACT DETAILS Website Instagram Facebook YouTube Email  This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/