Transcripts
1. Introduction: Have you heard? The
beauty industry is worth hundreds of billions of $
and it is predicted that, that berry is only
going to grow. It only makes sense when you and I get a
slice of that pie. If you stick with me through
all this entire course, this is what you learn. You'll understand
the fundamentals of brand design and
learn how to design a logo and all the important
things to take note of before deciding on a
name for your business. By the end of this training, you'll be able to create your own product label
using the Canva app. This course will also help
you uncover the what, the how, and the why of
your beauty business. Three important questions to ask yourself in order to turn your beautiful idea into a fully fledged
business concept. I'm Tamara Maqabangqa. I'm the Founder and Managing
Director at Luxe de Sud, a personal care beauty brand
based here in South Africa. The company really started
with a testing ground for my marketing agency,
Alaking Creatives, but it is actually lasted into its own agency after
just a few months, I'll be taking you through
all of my learnings, all my thousand tribulations
and some of my victories, and hopefully you'll
be able to avoid all of the mistakes I
had to break through. As mentioned, I'll be talking about starting a beauty brand. A lot of what I'll be teaching in this course can be apart of any e-commerce business
selling physical products. Focus on me, leave all distractions
and take down a lot of notes and if you're
ready let's get into it.
2. What's The Class Project?: Now before we get into
the crux of things, let's quickly talk about
your class project. The main project for
this class is to design a product label using the Canva app much like this little baby. I know it sounds like
a lot but calm down. I guarantee you that if you
follow through on each of these lessons and do all of the small tasks that
I request of you, by the time you present your project you'll
be a Canva pro. I chose this project in
particular because I truly believe this is
your first step to really launching your
beauty business. I mean, if you can
make it to this far, you are well on
your way to turning your idea into reality. Now I know a lot of
you will probably have more than one
product in your business, but you don't have
to create a label for all of your products, and how you decide which label to design
is by thinking of the one product that really represents what your
business is about. Like when I started Luxe de Sud previously known as
Nails Long Money Long, my main product was a nail growth oil and at the time I felt that
that was the one product that made my business
unique and it was an all encompassing view of
what I wanted to stand for, particularly at that time. All right, now, don't
stress about any of that. We're going to take
things step-by-step, starting with section one, which is all about how
you're going to turn your idea into a concept? I'm
sure you can handle that. [LAUGHTER] Good. Okay, so before I jump
into the main content, I just want to mention
one last thing, and that is Google
is your friend. If there's anything
that I didn't get a chance to explain
within this course or you need an example that
is more specific to your business, just Google it. I can guarantee you
there's someone out there that's got the answer
to your questions. That being said,
if you're ready, let's get into it. [MUSIC] Carry out now.
3. Turn Your Idea Into A Concept: Welcome, welcome, welcome to the first session of this class. We'll be covering the
three steps in turning your idea into a concept. Now, I believe this is an important first step to launching your
beauty business. We often have all of
these thoughts and ideas just running
through our heads, and eventually, they just die down because you
don't act on them, and even if we do act on
them and get started, we tend to forget some of those original
ideas that actually drove us to get started
in the first place. What are these three steps? They are the what, the how, and the why. Now, I'll be covering
all of these in detail in the
lessons to follow. Please, go grab a pen
and paper or open up the notes app on your phone and let's get into it. [MUSIC]
4. What Are You Going To Sell?: [MUSIC] What are
you going to sell? Now, I know a lot
of you want to sell a wide variety of products, and that's all cool. But you still have to
figure out what product, or at least subcategory, you'd like to start with. Otherwise, this can
get very overwhelming, and most people's response to
overwhelm is just to quit. The What, for me, was a nail growth fusion oil, hence the original
name that I chose for my company was Nailslab Manila. It was a cute name and all, but in retrospect, it
wasn't the smartest idea. You cannot link
your company name directly to the
products you're selling because that is going to make it very
difficult for you to expand your idea
at a later stage. But I'll talk more about
that in Section 2. Nevertheless, I did get
the words correct though because I chose a product that
was quite personal to me. I already used the
product or did something quite similar in
growing my own nails, so this was the perfect
product for me to start with. If you already have an idea of the types of products
you want to sell, I want you to think
about which one of those products would give your customers the biggest advantage, or which one is quite unique and not currently
flooding the market. Like hair growth oils,
those are everywhere. However, hair growth
shampoos, not so much. Now, if you don't have
a product just yet, you can do what I
did, and that is, about a problem that you have
solved in your own life. Did you have dry skin
before and now all of a sudden you are glowing all day? What products did you use? Research these
products and then find a bulk supplier that can
sell you those ingredients. Now, before you jump right into the next lesson on The How, I want you to take
a moment yet to reflect on The What
for your business. Brainstorm as many
ideas as you'd like and then circle
the ones you like best.
5. Sourcing Your Products: In the name of cardiogenic, are you going to bring
your products to life? It's actually quite simple. You can do so through
white labeling, private labeling, or crafting. For most of the products
that we use here at [inaudible] we use
white labeling. Now, we just find
bulk suppliers of the products and the categories
that we'd like to sell, they send us like 25
liters of these products, and then we put these items to our own little smaller packages, and then we just snap
a label onto it. Now, this is probably
the easiest method, but if you're not careful, you could find that
a whole lot of other companies are using
the exact same suppliers, and now there is nothing unique and special about your business. Something that I did
as I went to look at my competition's products and I looked at
their ingredients. I went to all around
the top retail stores within South Africa, listing the ingredients, and then I found suppliers
that use ingredients, they were vastly
different from them. The next option you have
is private labeling. We get a cosmetics manufacturer, either in your own
country or China, to produce the
products from scratch. Now, you can give them which ingredients you'd like
added, they do it, hopefully, test it, and then you have
a unique product. Now, because no one else had the exact same
format that you use, this can be quite
expensive to pull up. Unless you are super
sure about your idea, I wouldn't suggest that you
spend so much money just yet. The final method
known as crafting is what we use for our
no growth vision, and we'll probably be using
this for other products in the near future because there is no other bulk supplier
that we can find, that uses the exact formula of ingredients that
we want to use. So I've had to source
individual ingredients and then add them to give it
to our own packaging. This can require a
long more effort on your part but at
the end of the day, you'll have products
that are really unique and it's not
even that expensive, and sometimes it might even be cheaper than the
other two options. Now, I quickly want
to mention that, yes, you can have a beauty business
in which you buy and sell ready-made products either from wholesalers or dropshipping. However, you would exactly be
able to put your own label on them and that is fundamentally
the aim of this class. Hey, so go ahead and do your own research
on each of these. However, I do believe that white labeling and crafting
are your two best options, and then I'll see you
in the next lesson.
6. Your Big "Why": Why would anyone ever
want to buy from you? We [inaudible] all things
and [inaudible] over here. Your customers hold
all the power. Remember, they have
so many options. So you have to give them a very good reason why
they should buy from you. Now, your why, can be related to the product itself or perhaps to
your business model. Perhaps your products are
really good and your customers can see real-time
benefits from using them. Now, a body hydrating lotion
is not anything special, but a body firming lotion, now that's something
to talk about. If you exclusively work
with influences or you have a really awesome rewards system that can also work
as the perfect why. I want you to jot down a couple of ideas on how you are going to make your products or your
business irresistible. Then I want you to review
the what, the how, and the why for your business before moving on to
the next section, which is on brand design. Now it's time to get serious.
7. Brand Design Fundamentals: [MUSIC] Now that you've done sufficient research on
what you're selling, how you are putting
it altogether, and why customer should
ultimately give you money, it is time that you focus on the brand design of
your beauty business. Your brand design will play a big role in how people
perceive your business, even at first glance, so you don't want to give
the wrong impression yet. Now, although you can always
change it up in the future, you want to create a
powerful brand design right from the beginning. Something that will stick in your customer's mind
even as you grow. I'll be covering four elements of brand design in the
lessons that follow. I'll also share with you
some of the mistakes that I made as I started [inaudible], most of which I hope you'll avoid by going through
this training. Everything you'll be
learning in this section will set you up for success
for your class project. Please, get into a quiet, focused space and take down
as many notes as possible.
8. Designing A Logo: [MUSIC] In this section, you'll actually be setting up your brand design
in the Canva app. Now, we'll be starting
with designing your logo. Your company name, the
logo, your company icon, and even the slogan, are probably the first things you're going to want to decide upon when starting
your beauty business. You may use the name of your
company as the logo and have an icon to represent the company when the name
and logo are invisible, like Facebook for example. You can also do what McDonalds did and have all three present within your logo and still use
the icon to represent you. [LAUGHTER] Then the
last option is to use the name or perhaps initials
as the logo and the icon, much like Coca-Cola or IBM. Now the option that
you choose here isn't as important
as just making sure that your audience or your intended
customers understand what you want to
be represented as. Like I mentioned previously, it is not a good idea to
attach your company name and logo to the products
that you're selling because it makes it
difficult to expand. Now at the time that I started Looks To Suit previously
named as Nelsa Manila, I really thought that I'll only ever sell that
one product and I had no aspirations whatsoever to expand and start anything else. However, you will always
want to expand in the future and even if you personally don't want to expand, if you want to retain customers, you'll be forced to expand
and sell more products. One more thing that I'd like
to mention here guys is that before deciding
on a company name, it is very much advised that you do start a
research on the name. One thing that I've
found was that all of the common beauty names
are already taken. That's how I settled
on Nelsa Manila. Don't just do
research on Google, but also look through all
social media platforms as well. It could happen that someone doesn't
register the company, so it doesn't have
a domain on Google. However they do open up a social media account for it
on Instagram, for example. Now when you go ahead and
reach to the company, by the time you try and open
up Instagram pay shrewd, now you're stuck
because you can't choose that name because
it's already taken. It can get messy guys, trust me. I've had that issue before
with my marketing agency. Just make sure that you do thorough research both on Google and any other
search engines, as well as every
social media page. Now we're going to create a
logo using the Canva app. If you already have a logo and
yet totally happy with it, I still suggest that you watch
this because learning how to navigate the app is going to help you
with your class project. We'll start right here
in the Canva app. You can get the free
version of Canva. However, I would suggest that
to get the Pro version for about 150 rent per month
if you're in South Africa. If you need the Dollar version, it is, I think $12.99. We are in our Canva
Pro dashboard. There are many ways you can
get to the logo template. You can just click there and
say create a blank logo. This will allow you to
pretty much decide how you want to design your logo
straight right from the top. Another way you can do
it is to go over to the Templates, click on "Logos". Then we go to the
side and click on a "Beauty" logo because that is the type of business
you want to have. Again, you can choose to
create a blank Beauty logo on. We can scroll through 5,784
templates for beauty logo. That's quite a lot.
I don't think anyone will ever get to the
end of searching. Again, I don't want you to get creator's block over here, so just try and
find something that for the most part
speaks to your vision, just about everything that you
want your brand to embody. Like I said, I don't
think it'll get to the end of the 5,000 templates. I'll also just pick
something really soon. I just want to scroll through just a couple of them
just to see what my options are here. I had a specific idea in my mind already of what I want
the logo to look like. I always find that if you've got a very specific idea of what you want your
logo to look like, it's going to be difficult
to find a template that exactly matches that. Just be mindful of that
Canva concrete minds, so that's a cute one. You might not find what
you're looking for, but you might find something
that is quite close or has most of the basic
elements that you need, like an icon, a
little bit of text. Scroll just a little bit, oh I like that, just deal with the
[inaudible] video logo, cute. I love gluten glands [inaudible]. I'll pick something just now, just bear with me just
two more seconds. [LAUGHTER] Let's go with this one,
Melinda Beauty Makeup. Like I mentioned before, I wouldn't suggest you come up with a name that is too close to wash your products
all right now, what your business
does right now because that's going to make it difficult to expand
in the future. Instead of saying beauty and makeup, you can say
beauty boutique, you can say Melinda or you can say Bella. We've got that going. Over here on this side you've
got templates. If you feel like "No, I don't like this
template anymore", you are able to switch it up. Bella Beauty Boutique, with that, you can go
Surrender Church with that. I'm able to switch
around your logo, even off, well, that's not bad, I like the whole
flat thing going. Maybe you've got a very spiritual connections
with butterflies, you can see that. You're able to switch things around even after you've
decided on a template. Then every year we've
got some elements, so you're able to
choose between like we won't have recently used [inaudible] add some
lines and shapes. You can add hot to your design. You're able to shift things up a little bit to how you
like to watch everything. We don't need an arrow. I don't see why
would need an arrow. You can choose shapes. You're also able to
choose graphics. Again, just on the graphics. Coronavirus [inaudible]. We can do some zodiac symbols [inaudible] and because this is something that I
was thinking about. I would like it to be a female lion though. Pretty much able to decide
on different graphics. Just too many over there. Close. You can upload images
of yourself or whatever, maybe you've downloaded
an image from somewhere else, you
can upload it there. You are able to choose
images from Canva, even videos from Canva. If you'd like to add more texts beyond and
above what is here, you're able to do so and you can change your
background as well, you can choose a
different pattern. Just make sure that
the background you choose is not going to overpower the words, pink. Those are some of the changes that you can make
within the Canva app. In just a moment,
I'm going [MUSIC] to decide exactly what it is that I'm going to
do with this logo. Meet in the next video.
9. Logo Design Continued...: [MUSIC] The idea that I had for this logo is
like I mentioned, quite related to the
whole zodiac signs. My zodiac sign is Aquarius. Let's see if we can
type in Aquarius. If you type in Aquarius, these are just some of the graphics and
elements that pop-up. It's actually quite good. Let me quickly just
make the background all black. Now that we
are able to change it. I'm going to have to go
down to the background, make it black because I
don't want some pattern. We want to just plain color. We are able to change some
of the colors over here. If you've got a hex code, you can type it in. If you don't, you
can just search for the color that you want. But black is what
we're going for, just not just so we
can start editing. We'll decide long later if we're going to
change things up. Let's get down to the elements
instead I wanted Aquarius. I want to have a icon
that is the Aquarius. That's in bold. [LAUGHTER] You can delete here. You can set it here. Bella's Beauty Boutique. But if I'm going to have
the Aquarius symbol, perhaps then the
name would not be Bella's Beauty
Boutique [inaudible]. Where does Bella's
Beauty Boutique fit? Where does the name
Bella fit into the Aquarius symbol
because there is no particular person's name that can be directly
associated with a star sign. Maybe I'd have to then change the name instead
of Bella's Boutique, maybe I can have some initials, maybe I can call it ABL. The ABL Beauty Boutique. I'm able to stretch this. It can be elongated instead
of next to each other. [NOISE] The ABL Beauty Boutique. Something else you can do is within the
elements in graphics, you can choose letters. I've got a couple of letters
here for you to choose from. Why are those shaky? Those are cute. Just make sure whatever
letter you choose. Let's say you choose
A over there, it needs to give you
magic recommendations so that you're able
to choose A, B. There's no L here. [LAUGHTER] You just need to be very aware of that so to speak. Let's delete those. You are not going to see them
because they are in black. See this one. Its says major
recommendations over this. Again, you're going
to have to check that those magic recommendations have all the letters you
are looking for. I saw really cute ones
here at the bottom. I like this one as well. This one. I'm going to have
to make it white quickly, just for now. It has the same
verb as the symbol. Let's delete the ABL and try and find some magic recommendations for the other
letters that I need. There's the B.
There's the L. Thank you Canva. Make that white. Then I saw the L, there we go. [inaudible] Perfect. I might have to make them smaller. The ABL Beauty Boutique. It's got a cute symbol going, it's going to
represent the company when the letters
ABL aren't present. I'm not sure if you want
it here at the bottom, I don't want it on top. I'm a bit of a
perfectionist guys, so just bear with me just
a little bit [LAUGHTER] before I perfectly
line up these letters. But I try not to be a
perfectionist there because I've just learnt
in my line of work, if I'm going to be a
perfectionist in everything, it's going to be very
difficult for me to get my work done and deliver my work on time. The ABL Beauty Boutique. That is where we're going
to leave it at for now. We are going to come back
and change up the colors in the next section and
then play around with more of the fonts. Guys that is the idea
that we have right now. [LAUGHTER] The ABL
Beauty Boutique. Like I said again, you can play around with all
of these features and eventually get to
something that you like, that represent your brand and you are able to play
around with it, edited as effectively
as you see fit. I'll see you in the next video.
10. Choosing Brand Colours: [MUSIC] Colors have meaning, and the colors that you
choose for your brand has to be aligned with the meaning that you'd
like to portray. Now based on those colors, your intended
customers might even be drawn to your business, and immediately trust that you stand for something
that they value too. [MUSIC] Here are some popular brand colors
and their meanings. Red means passion
and excitement. It can also mean youthfulness
and playfulness. Then yellow is all about
positivity and friendliness, and it usually conveys
happiness within a brand. Then blue means that you are
professional and reliable. But it can also provoke
loyalty within your customers. Then orange is all bobbing, friendly, and cheerful. It could mean that
you are lighthearted, but also very confident. Then green gives off a sense
of balance and calmness, and can either convey
health or wealth or both. Then black means power, luxury, professionalism, and usually
conveys a lot of authority. Then, white is all about
innocence and goodness, and often conveys
purity within a brand. Then finally, we've got purple, which is all about creativity. It can also provoke
loyalty within a brand, and often conveys luxury
and sophistication. Now that you have decided on
the color scheme that you'd like to use for your business and the colors
which you like to go with, you can come back to the logo and create the color
scheme that you'd like. If you already have a logo, you can come here
to the homepage. Let's go back to the home, scroll all the way down, tools, then brand kit. These are two brand kits
that I've already created, one for Luxe de Sud and
another for a company that I'm currently working with,
The Beauty Brand. You can create a new
brand kit for yourself, and then if you
already have a logo, perhaps someone
designed it for you, you are able now also to come
here and upload your logos. Let's go to Luxe de Sud. This is the logo that
I had [inaudible]. You can see these
look different, I've changed it from the one
with the ring around it, so it's just plain, simple. The other one was just a little
too Sonic for my liking. Let's keep things simple. I love glitz and glam,
guys like I said, but sometimes simple is best. As you can see when you
download this logo, there are two colors that
really pop up for Canva, which is the black obviously, and that beige color. The gold that I've got
there is not showing, so what you're going to do is, let's see, keep, and then you're going
to add the gold. If you can find the gold
on the color palette [inaudible] like around the
brownish, yellowish vibes. You can see them, you can scroll to the
coldness that you like. [inaudible]. Now you've got all three of
those color schemes then, so I will just
quickly show you with another logo that I created just yesterday within [inaudible]
the answer is that one. No, get away. Delete, Okay. Let's remove. Cancel, remove. I downloaded the transparent. Okay. I'm hoping
this will be it. [inaudible]. Its got all three colors
visible within Canvas. The yellow, the red, and
the black are showing, so you can keep all of them and you don't have to add anything. This is what happens when you already have a color palette, and if you don't have a logo for your brand and
you're busy creating one, now you'll have to
find your own colors. One little trick that I do
is besides just thinking about the colors there of
the brands that I want, I also do a search
for a color palettes. Let's see Aquarius
color palette. I can't see if anything
there pops up, because with color palettes, what happens is they
choose colors that are already quite [inaudible], so to speak, and they
fit well together. I like this. Let's see if
you can find another one. That's also a nice one
with the pale colors. Visit the website, there we go. This is a perfect website because they don't only
show you the colors, but they show you the hex codes
as well for these colors. What you should do is copy and paste the hex code into Canvas. Let's say you want
to change the A. You can look it up here, and there we go, we got
the hex code for that. Okay. What you can also
then do is go here to your brand kit and then you
can add a color palette, so you're going to add the
hex code that you just saved plus this second one. Paste and then the third one. I'm done with the
white and the gray, feel like those are
easy enough to get. Paste. Okay. Now we got a
new color palette for this. Let's see when you do this. Okay. It's not uploaded just yet. There we go. We can go into the beauty brand and
select from these colors. You can change
that, change that, change that, how you like it, how you like it, yeah. Lets go to this
beauty over here, so that was the color from the element
that we downloaded, but I don't want
to use that color. Let's see. Do the dark and
then for here, do this. Look at us, that is not shabby, you can even change
the white to pink, but I actually like it as white. Then we can have our
letters be pink or white [inaudible] I would want
you to be, let's see. I am not sure if you can tell how much fun I'm having
just doing this. [LAUGHTER] Save, and we have it. Perfect. There is something
that's missing. I don't know what it is, I will figure it out but
that is pretty much it. It's how you create or change up the colors
for your logo. See what will happen if
I do beauty boutique. Not happy with that but you
can keep that as white. See if I remove it. [LAUGHTER] Yeah. That is pretty much how you
change colors in Canva, just about wall of the elements will allow
you to change colors. If doesn't allow you, then that's obviously an
element that you'd have to stick through the color or
you can just change the app. That is how you add the colors for your brand to
your brand kit, and then you'll able to reuse those colors over and over again to what your
social media posts. Instead of choosing blue or
different shades of blue, you've got the
exact hex code now saved within your brand kits. Okay. Next step, we are going to work on the
front a little bit and then finalize our [inaudible], change up your color. But I'm pretty
much done for now. Look at that? [LAUGHTER] But then with that then I
would want this to be. [MUSIC] Okay. I'm done messing a lot now, we will finalize that
next time. [LAUGHTER]
11. Importance Of Typography: Typography refers to
the style, arrangement, and appearance of letters,
numbers, and symbols. Now how you communicate with
your intended audience and potential customers have to follow the same style
every single time. Now you may choose about 2-3
different styles of font, but you can't just randomly change it up every single time. Right there, now
the last thing to consider is the typography. Typography would refer to
this little [inaudible] over here so the fonts
that you're using. Most of the templates are already have fonts
that they're using. You can add or change
things up over here, just add social the font you want if know what
fonts you want to use. Let's go back on search
or you can just scroll through the fonts that they
have available over here. Let us just quickly go
to our brand kit because over here you're able to
either upload a font. If you've got a font that
you've saved from Google, you can upload there, and then you can also add
fonts on these three parts. So you've got their
heading style, a subheading style,
and a body style. The heading is going to be for every main heading of any other social posts
or even your logo. Because we used elements for
our logo instead of font, so we won't be able
to change this up. If we're just using
font and texts, we could add a heading style
for this particular logo, but it is not too
late to change that and it should still
add a heading fonts because you will
have headings for your main social
media posts focuses. One thing that I'd
like to do here when it comes to fonts is, and as much as I am a
dramatic type of person, I like to keep things
like plain and simple. Using fonts like Assistant Bold, using the regular fonts
and all of those, those are the type of
fonts that I like to use. Just because when you
are creating content, those are very easy to
read unlike when you are using all the cute fonts
that are more sexy, and see that the
one like Benedict. Sometimes what happens is you'll not always be able to and see how the words look like. If that makes
sense, I'll try and show you in just a second. Let's go ahead and just select some random fonts for
your brand font kit. Can you see with
this one like is it a [inaudible] like people can't even see clearly what
it is that you wanted to do? Again, choosing fonts
here it's best to just stick to something
plain something simple. Where is this
Assistant Bold one? I like that one. Assistant Bold because
it is bold but it's also not too boring maybe. Then here I can do
the Cooper Hewitt. So you got fonts
for your headings, for any sub-headings
that you'd use, and then also for any supporting
texts that you'd use. Then now I hope that has
been saved, hopefully. When you come and see there the beauty brand, open up. I just wanted to
open it. Why not? Seriously? It has
not been saved? Let's see if I refresh, this will it be
saved? I don't know. What I'm I supposed to
do here? Let's go back. There we go. We are
able to click on it, and for the Beauty Brand, we've got all of those three. You've got to Archivo Black the Assistant Bold and
the Cooper Hewitt. If that's how you
pronounce it or save to your brand kits typography. Because this is a subheading [MUSIC] we'll go ahead and use Assistant Bold instead
of no heading, one. So you can use that and
then I will finish at the logo and save it
in the next video.
12. Saving Your Logo: [MUSIC] Hey. Like I mentioned guys, you can still play around with your background, your colors, check to see if there's
anything else you'd like to change about your logo. You're welcome to
do centrally to get that perfect look that
you're looking for. But I believe that I am
quite happy with this. I don't think there's
any other changes that I can bring to this. Everything seems to
be in alignment, so I'm going to go ahead
and save this right now. We had to download, I will suggest that
you save it as a PNG file instead
of a JPEG form, because PNG is
just high-quality, that just makes it look better. Then you have your logo
guys saved to your device. Something else I'd like to do is save a file as a transparent, with a transparent
background rhythm. This just allows me to
have a logo that doesn't have that white background or whatever other background
color that you choose. It just looks nicer. There you have it
guys, all good. Please feel free to send
your logos as well. I'd love to have a
look at them give you some feedback just on this view.
13. Deciding On Your Tone Of Voice: [MUSIC] A case of the last element that I'd
like to talk to you about with regards to brand design is your company's tone of voice. As you communicate with your customers
through social media, website content, overheads
Imo, newsletters, you'd want to adopt a very similar tone of
voice that is in line with your brand design
and perhaps even reflects the colors
of your choice. Although your content
and communication will vary depending
on the platform, as well as the context
of that engagement, you still want to adopt a
very specific tone and have your customers engage with
you using that tone as well. There are four main tone of voice types that you can
adopt for your brand. The first being
empowering and uplifting. This one is grateful for personal brands and
consulting businesses. The second is informative
and friendly. This is ideal for health
trends and direct to consumer brands like
beauty businesses. Then the third one is
professional and ambitious. This is great for legal and
financial institutions. I would've suggested for
beauty businesses but hey, maybe you can put a
great spin on this. Then the last one is weird and just totally
out of this world, and this is grateful
to brands as well as new business ideas.
14. Section Final Thoughts: Wow. We have covered so much
in this section alone. First of all, you created a
logo using the Canva app. Then you selected some meaningful
colors for your brand. Finally, you decided on the topography and the
turnovers for your business. [MUSIC] Suck all
that in and know that you should be so
proud of yourself. Now, I am not an
affiliate of any kind. I just loved the Canva app
because it is affordable, it is simple to navigate, and it allows you to
bring together all of your brand design
basics in one app, and it can do so
much more actually. This is all useful for starting and running
a beauty business, well, any business
for that matter. Now that you know how
to use the Canva app, I think we can jump right
into the class project. If you remember, that was
to design a label for your beauty products
or rather the what they respect about
in that first section.
15. Introduction To The Class Project: Welcome to your class project. You'll be incorporating
everything that you've learned in brand design, as well as those research skills that you learned in that
very first section. You'll bring it all together to create your product label. Like I said, I chose this class project in
particular because I really believe this
is your first step to launching your
beauty business, and getting your brand out there into this abundant world. This is such a great project because you don't have to be, or hire a graphic designer. Plus if you submit
your project to me, I'll be able to give you
some critical feedback and potentially save you a
couple of bugs by not printing out a label
that might not exactly have an aesthetic
appeal once printed. Like I said guys, [MUSIC] I
have made so many mistakes, and I would really like
you to avoid all of those. If you're ready,
let's get into it.
16. Designing A Product Label: Hey. We're back here in
the Canva dashboard. [MUSIC] The long way to find your logo is
to go over here, search all the templates,
and also features. It's features, print products
all the way, see all, then to design, and then
custom prints and then labels. [LAUGHTER] That is the
long way to go if I did then you can just
search for some labels, and again browse all templates. You can see I'm going
to have all of them. Guys, these are not all the templates that
they possibly have. The next thing is
address templates. Why do I want an address
template guys, come on now. Let's do the easy way which
is searching beauty labels. [NOISE] There we go. As you can see there
are the labels that are clearly made for
beauty products. That one looks nice, seems
like it has a lot of details. All the details that we
need. Give me a sec. Let's use this one. I think
this is going to give us an interesting challenge. The main things that you
absolutely have to have on your label is obviously
your logo or your icon. You will have to
tell your customers, like the moles or grams of
the products that are in there so they know exactly how much they're ordering
for what price. You do need your
ingredients on the product. Having a best before or use
by date is very important. Those are some of the
very important things. Then optional extras is telling people like where the
product was made, telling them to recycle the
products, having a barcode, having your company
address so they can send through
complaints or whatnot and then finally sharing like a special message or
notice from your company. That is what's supposed
to go onto your label. Again, like the logo, you are able to
change things up, so you can select
a different logo, but that is just too plain and simple for what we want
to do here right now. No, I can't find my one. If you can make a mistake guys, you can just do the back button. [LAUGHTER] You can
just go back and fix errors really
quickly instead of going out and back in again. Again, you can use add some
elements that you'd like, upload stuff, photos, text, videos, switching
up the background, all of that good stuff. [MUSIC] In the next
video we'll actually be going into me editing this label based on our logo and our beauty
products [MUSIC].
17. Label Design Continued...: [MUSIC] Hey, I believe
I'm going to have to just delete the
element that is theme, and then I come over
here to upload and then upload your, what
you want to call it. Your logo. What I did while you all
were not watching is, I removed the whole
Beauty Boutique from ABL so that our logo can just have the ABL and not the Beauty Boutique. I want to make this
whole line white, but I need to clear up
the whites that are here. Let's make them black for now. Change all these effects
so that I can just go up here to the gold and
then change that to white so that the whole
strip is just white. [inaudible] that gold change it to our color palettes. Let's see if we can
change all elements. That's it. [inaudible]. What else can we
do to make you really cute? I mean cuter than you already are if that's really possible. See if you can change
that to our Archivo. All of our bold ones will be
used to change our headings. I'm not sure if you
noticed but not only did this Beauty here change,
but also ingredients. I can say ABL Beauty Boutique. Why did I delete
that? [LAUGHTER] That makes no sense, team. Beauty Boutique. What happens to English? It's fine for now. Let's see if we can change up the color. Do I want it like that or
do I want it like that? [NOISE] Brighten up the space. [LAUGHTER] Let's stick to that for now and then
we say Change All. I feel like all of our main ish is going
to change to that. This blue is just a standout
color, I'd like to say. Usually I'd use
black because black is one of those colors
that are able to fit well when
printed on anything. Remember one of our
colors was a gray, but now we can't change the gray
here because that is an element that's
already been saved. I don't think the gray looks
nice. It looks so dull. It looks [NOISE]
and we don't want a [NOISE] looking label. Ingredients, just
double-click. There we go. I believe I saved some
ingredients over there. This is from my hand lotion. We do that, paste. Do that. You can see that that
comes out to be too long but at the same time we don't want any
hues like that. Perhaps you are going to have to make it small for now and then these babies are going to have to
go all the way down. We can say product of
the USA or whatever, but here in South Africa we say made in SA instead
of product of SA. [NOISE] I don't like all of these weird
elements, I'm sorry. I'm just going to delete them because they're so unnecessary. [NOISE] I feel, personally, if you've got a best
before date you don't need a bottled on date. Just for me. You are able to keep this
if you feel like it, if you feel like for your
customers they would need such. Can you do 5.5? Yes, you can. Instead of saying six
because when you go to five it is too short and squashing with
the six now it is too long. I was like, you know what, 5.5 might be the sweet
spot, and it was. We've got our ingredients, we've got our best before,
we've got our made in SA. Something else I'd
like to mention is, for my products, what I say
instead of best before I say use within six or 12
months of opening. For the products that
are handcrafted we're saying use in six
months and then for the products that are from our suppliers we say use within 12 months of opening. Instead of having best before, they even know that
okay, once they open it. Because what I
usually do is I don't bottle the products until a
customer makes a purchase. I think you can
move up actually. [MUSIC] Sorry, I don't know
where that came from. I'm used to doing some things on my phone rather
than on the laptop. How do you do this so that
I get the duplication of certain elements
or certain words? Let's just make sure
that it's the same. I gave you a black eight so I give you black
eight. It's all good. For that, I wanted to say [inaudible] is same. What
are we going to say again? If irritation occurs, discontinue use [NOISE]. Just to give your customers just a fair warning because
some people do have sensitive skin and not all
products will work for them. But I feel this
does not have to be my keyword in the end of Cooper. Then I'll change one more. [inaudible]. Why did
that not change? [inaudible] [NOISE]
We say Cooper.
18. Finalizing The Label: Company address, for
me it's not important, but just Cape Town,
South Africa. Again, if you've got made in SA, you don't need a company
address over there. Maybe we can just
move this here, under the made in SA pattern, move that down and then change
that up to Cooper zone, and in that case we can
delete company address. If your products are made
in a different country, not where you're at right now, then that will be important [LAUGHTER] Then we
got a notice here. I don't see notice, I'd
rather have something like our brand story,
instead of notice. Notice sound so serious. I got some really serious
news to tell you about the products and the quality
[LAUGHTER] Brand story. I'm trying to think of
something cute in this. Maybe I'll get scene starts as, I'm hoping that my
typing is okay. We have Beauty Boutique.
Let me do this, go to this page and then typing it as ABL
Beauty Boutique. Don't judge my typing please. I've got too much
on my mind to be typing fast [LAUGHTER]
ABL Beauty Boutique started as a small timely business products for my sisters and I used to love our time because there was always a new sense to explore. My mom never sold these products but
as I grew older, I realized there was a
business opportunity in this, because my mom is amongst, also she's Aquarius I decided to dedicate
this business to her. So people get a sense
of who you are, what you stand for. You're not like, "My mommy used to make
products for us too, you know they can
relate to you." I just want to keep this small
and just a little there. There we have it guys. Don't be afraid of
whitespace guys within your logo as well as labels. Whitespace can be good. That is pretty much it. One thing that I would
like to make sure you take note of is the fact that you need to make sure that your
font is not too small. Obviously right
now it's going to be small because it is here, but make sure that once
printed it is still legible. Right now it's on six, seven right here, so that is decent. If you have to force
it to be a three, but you're trying to squash
so many things into it, then it's not going
to be readable on your label once printed. I'm just trying to change
this here, body lotion. I want to make that
just a little bigger. I've got the ingredients,
my brand story, warning customers
that if they've got sensitive skin
not to try those now. I've got the barcode. Again, the barcode
is very important, if you're going to [NOISE] sell in a boutique, or in someone else's shop but if it's just you're going
to be on your online store, then you don't need a barcode because you are
managing the stock. You don't need to
remember [LAUGHTER]. That is pretty much it guys. Feel free to add
your own elements. Again, like I said, you're
able to add elements. You can add some glitz
if you feel like it [LAUGHTER] Just make sure
that you know everything is, again, in your specification,
your brand specifications. I Feel like our logo
is done for now. Please share your logo with me. Then I'll have a look
and make sure that everything is aligned for you. I'll give you comments on
your colors, your font, as well as just how things
appear from my perspective, because like I said, I've
done this so many times. I personally know that this, for the most part is
going to show clearly on a trench in 50 mole big bottle, so I will have a look
at yours to make sure that your labels are also structured in
such a way that once printed your customers and you will be able to read
what's written there. I'm looking forward
to reviewing them, this is exciting
[LAUGHTER] Again, you can save this. Usually [MUSIC] your labels
gets saved as a PDF file. You can save them as image, but I would suggest to
save it as a PDF file, because when you send it
through to a printing company, that is what they
are going to need. Awesome [MUSIC]
19. Bonus Tips: Before You Go Big: Hey, so before jumping
into business, I just have a couple more tips just because I
like them so much. First of all, test out
your products on yourself, make sure you get a couple
of samples so you know exactly how the
products feel and look and if they're
all in line with your business and
your brand's vision. I've had to change
up a couple of products from the
original ideas I had for my business
because it just did not match up with
what I expected, like on the supplier's
website something was given a particular
description and then when I've
got the product, I'm like, you know
what, maybe not. So test out the
products on yourself, perhaps you can give some
to your friends and family, give them a couple of
samples as well so you can get their feedback. If you get customers
complaining, you won't to be completely lost as to what it is
they're talking about, so test out the products. Then you also want to test out the business concept itself
on your friends and family, see if they like the idea
that you have in mind to make your products or your
business model special. You can bounce ideas
off each other. If you have family or friends
that are very negative and they usually don't respond
well to any of your ideas, perhaps you can go
to acquaintances, your colleagues at work, someone that you trust and know, perhaps even strangers guys. Just ask a couple of strangers what they think about your idea. You'll be surprised to find
what other people think about your ideas and the solid
advice they give you. The reason why I changed
the logo and the name for Looks to Suit
from nail salon is because a complete stranger that I explained my
business to was like, you know what, change your name, I don't like the name
[LAUGHTER] and I was like, no, it actually does make sense and that's one of the reasons
why I changed the name. So ask people that you know, people that you don't know. Don't be afraid that
someone's going to steal your business idea. Even if they do steal it, there is no one out there
that can adequately implement your ideas as
amazingly as you would. Don't be afraid about that, just share your ideas
with other people and get a feel for
what they think of it, and you never know,
you might get some brilliant ideas that you can implement into
your business. Then when it comes to taking pictures of your products
and this is one of those things that
you'll have to do for your website as well
as social media pages. For social media it's so much easier because
you can be as creative as you'd like and just take any random pictures, but for your website, you're going to have to be
a little more professional. For the website, I would suggest that if you've got a
couple of bucks to spare, you hire a professional
photographer because your images are just going
to look so much better. If you don't have money,
you can do what I do, and that is create
your own photo box. You can also buy a photo
box but what I did is I created one using
things like cardboard, parchment paper or
white board paper. You can create your
own photo box. You can just google it. I have got some couple
of examples on how to create one and yeah, it's just one of this in
the shaft to think about. I'm not the best photographer but it is one of the
skills that I'm learning to groom because I am a content
creator and I have to do it and you'll find that if you can take better
pictures of your products, even when you're creating
content for social media, and getting your audience to respond and connect
and engage with you, you'll find that
you're able to create better photos and even
videos for that as well. This is not one of those things that you have to consider. Finally, before you run social media ads for either your business or
products that you're selling, I would suggest that you test it out on small audience first. If you've got a social
media following, it's like decent size, just create a [inaudible]
people about your products and new business and get
feedback from them. If you don't have a large following you can first board in audience or perhaps send a
couple of DMs to people, try not to be spammy
in this case, guys, a lot of
people do not like private messages
that are very soft, rational, and sell an idea that is just too good to
be true, so to speak. What I did for Looks to
Suits influencing training, I built Instagram account from 0-180 and then I just started talking about the influencing training
that I'm inviting people to, it was free of charge, and if they bought the nail
growth fusion for 70 rands. Then I sent out a
couple of DMs as well just to a couple of individuals that I
thought could benefit from the training and
then we had the training. I think there was
about 30 ladies that signed up for
the initial chaining. It took place over six weeks, so I built it on
step-by-step and there's another mistake
that I learned from a previous project
that I was working on. I created a full-fledged
online course and then I started promoting it and very few people signed up. Two people signed up.
It was embarrassing. That's one of the things
that I've also learned. If you are going to
do online trainings, get the audiences and
then create it with them. After that influencing training, I got feedback from them, found out what they
thought about it, how I could improve
and then I created the influencing training that is now available on the website. [MUSIC] Just a couple of things
you need to think about, you need to consider and I would like to wish
you all the best with your business and may the things that you
do absolutely work.
20. Conclusion: I'd first like to congratulate each and every one of you for making it through
until the very end. Like big as big as I know this was a
lot of information to cross but you made it through and you should be so proud
of yourself for that. Now, you know what
product or category of products you can start
working on in your business. You know how you're going
to source them and have a decent idea as to why customers should want
to buy from you. You have a logo and all the brand
design fundamentals saved in your Canvas app. Plus you even designed your
very first product label. [LAUGHTER] Once again, I'll urge to send this through because I'd
love to give you some constructive feedback
and really help you create something that will be truly amazing for
your customers. Before you go I quickly want
your feedback on one thing, so for the next lesson or
the next class rather, I'd like to present
something onboarding e-commerce website
and I want to know which platform are you
most interested in. Please leave me a
comment on that. Do follow me on social media, you can follow my personal
brand on LinkedIn or you can follow the company
[inaudible] on Facebook, Tiktok, and Instagram.
Tamara Maqabangqa, Director of e-Commerce
