Derma Talks
Derma Talks is where skincare founders, brand builders, and beauty entrepreneurs get real about what it takes to build a successful skincare brand. Hosted by Derma Essentials Lab, each episode breaks down the business of beauty—from product formulation and packaging to branding, scaling, and distribution. Whether you’re creating your first serum or managing a growing private label line, Derma Talks gives you the insider knowledge, strategies, and manufacturing perspective that turn ideas into profitable brands. These are the real conversations behind skincare success.
Derma Talks
How to Build a Brand Identity That Converts in Stores and Online
In this episode we dive into how your brand identity—visuals, voice, story, tone, positioning—becomes your conversion engine, both in-store (kiosk, retail displays, farmers markets, pop-ups) and online (e-commerce, DTC, social). We’ll break down the components of identity that matter: articulation of your brand mission and values, clarity of target customer, visual system (logo, colour, typography, packaging cues), voice & tone (how you talk to your customer), and how to translate all of this into both physical retail and screen-based experiences. We’ll highlight why consistency across touchpoints matters, how store display behaviour differs from online behaviour, what retail moment cues your packaging and branding must hit, and how your online presence must consider trust, UX, storytelling and funnel design. Whether you’re scaling your brand De Soap Boutique from stalls and kiosks into e-comm or already online and looking to develop retail presence, you’ll leave with a step-by-step framework to build or refine your brand identity so that it not only looks good but actively converts.