MADE Magazine Global Impact Issue - Page 51

MADEINC
TOP THINGS TO CONSIDER WHEN BUILDING A BEAUTY BRAND WITH

CASSIDY

BLACKWELL

MADE BY ASHLEY WHITE
Cassidy Blackwell , Director of Brand Engagement at Walker & Co . Brands .
Branding plays a huge role in the success of a business . When it comes to exceptional branding — from the packaging to the experience — Walker & Co . Brands deliver Bevel and FORM with excellence . MADE caught up with Cassidy Blackwell , the Director of Brand
Engagement at Walker & Co . Brands to learn about how she ’ s killin ’ it in her role and why branding should always be a priority …
MADE : Why is branding so crucial for a company ?
Cassidy : Well first and foremost , you have to create an identity around something that people can feel a connection to . It really takes [ different ] levels of branding that are super important from the design of bottles , to the words that you use , the imagery you use , to the models that you use . It ’ s all about explaining a point and an entity that a larger community can connect with and that larger community is a very tightly defined community . And I think without that , you ’ re not really going to have that ability for people to emotionally connect . I think that , in today ’ s day and age , there ’ s so many product offerings on the marketplace , branding is essential for differentiating in a crowded space .
MADE : Can you tell me a little bit about your journey with Walker & Co . Brands and what your role entails ?
Cassidy : I came to Walker & Co . over three years ago . It was a funny story because I had been a hair blogger for several years . I started my blog in 2009 and I really fell in love with haircare . I was in policy before , but I kind of had an idea about doing a hair service . It was
All Photos courtesy of Walker & Company .
very nebulous and then I met this guy , Tristan Walker .
THE CONVERSATION WENT SOMETHING LIKE THIS :
TRISTAN : Would you ever consider coming to my company — Walker & Co . and doing that [ hair service ] with us ?
CASSIDY : That ’ s a really interesting concept , so why not ? Sure .
TRISTAN : Cool , but here ’ s the catch . We ’ re not ready to start doing hair quite yet . What we really need is help with is our men ’ s grooming system .
CASSIDY : Ok , cool . It ’ s similar and I would love to learn about the men ’ s grooming space .
TRISTAN : Ok , but it ’ s actually the customer service side .
CASSIDY : Oh , no . I don ’ t do that .
TRISTAN : No please , we really need that support for like 6 months . I promise it ’ s only 6 months and then we can transition you into doing something else .
CASSIDY : You know what … ok .
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MADEINC TOP THINGS TO CONSIDER WHEN BUILDING A BEAUTY BRAND WITH CASSIDY Cassidy Black- well, Director of Brand Engagement at Walker & Co. Brands. BLACKWELL MADE BY ASHLEY WHITE Branding plays a huge role in the success of a business. When it comes to exceptional branding—from the packaging to the experience—Walker & Co. Brands deliver Bevel and FORM with excellence. MADE caught up with Cassidy Blackwell, the Director of Brand Engagement at Walker & Co. Brands to learn about how she’s killin’ it in her role and why branding should always be a priority… All Photos courtesy of Walker & Company. very nebulous and then I met this guy, Tristan Walker. MADE: Why is branding so crucial for a company? THE CONVERSATION WENT SOMETHING LIKE THIS: Cassidy: Well first and foremost, you have to create an identity around something that people can feel a connection to. It really takes [different] levels of branding that are super important from the design of bottles, to the words that you use, the imagery you use, to the models that you use. It’s all about explaining a point and an entity that a larger community can connect with and that larger community is a very tightly defined community. And I think without that, you’re not really going to have that ability for people to emotionally connect. I think that, in today’s day and age, there’s so many product offerings on the marketplace, branding is essential for differentiating in a crowded space. TRISTAN: Would you ever consider coming to my company—Walker & Co. and doing that [hair service] with us? MADE: Can you tell me a little bit about your journey with Walker & Co. Brands and what your role entails? Cassidy: I came to Walker & Co. over three years ago. It was a funny story because I had been a hair blogger for several years. I started my blog in 2009 and I really fell in love with haircare. I was in policy before, but I kind of had an idea a &WBFr"6W'f6RBv0454EFN( 2&VǒFW&W7Fr66WB6vC7W&RE$5D6'WBW&^( 2FR6F6v^( &R@&VGF7F'BFr"VFRWBvBvP&VǒVVB2VvF2W"V( 2w&֖p77FV454E6N( 26֖"BvVBfPFV&&WBFRV( 2w&֖r76RE$5D'WBN( 27GVǒFR7W7FW 6W'f6R6FR454EF( BFFBE$5DV6RvR&VǒVVBF@7W'Bf"ƖRbF2&֗6RN( 2ǐbF2BFVvR6G&6FRFFr6WFrV6R454ERrvN( fFRvR6S