Le Mini Macaron - Why People Connect to this Brand

The Story of a Brand

Ramon Vela

Business, Entrepreneurship

5 • 145 Ratings

🗓️ 8 July 2022

⏱️ 39 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

This episode is brought to you by Sendlane.

Product development - not community engagement - was the priority when Le Mini Macaron started in 2015. However, things began to shift as Christina Kao, Co-founder and Co-CEO of Le Mini Macaron, the at-home gel nail brand, felt a community growing within her customer base.

"I thought, who are these people so engaged that they are coming back ten times to buy?" Christina says. "I saw one name buying seven times around the holidays and shipping it to seven different addresses as gifts. So I thought, this is amazing."

In 2019 and 2020, the brand doubled down on social media, and it has paid off with more than 142,000 followers now on Instagram - many of those followers joining in the past 18 months.

"Why do people buy brands? It's that emotional love," she says. "Today, everybody's launching brands. Everybody's a founder. There are so many options on the market that I think the evolution of the consumer goods business is “what else are you offering to people?” And it's that human side. It's that emotional love and attachment."

Recently, Le Mini Macaron began a launch with Target, appearing in 500 stores as of February. Christina says the relationship brings additional credibility to the brand.

In Part 2, Christina talks about:

* Building a community around the brand.
* Doubling down on social media.
* The attraction to a brand.
* A tour of the website.
* A rundown of the products.
* Where consumers can find the products.

Join Ramon Vela and Christina Kao as they break down the inside story on The Story of a Brand.

For more on Le Mini Macaron, visit: https://www.leminimacaron.com

Subscribe and Listen to the podcast on all major apps. Simply search for “The Story of a Brand,” or click here to listen on your favorite podcast player: Listen now.

This episode is also brought to you by Sendlane.

Alright guys here’s the deal: I have a gift for you from our primary Sponsor — Sendlane. They’re giving away their online course eCommerce Academy - Email & SMS Marketing!

This course gives you the step-by-step playbook to driving more revenue and retention with email & SMS. This is normally a $500 package but for our listeners it’s entirely FREE when you get started with your FREE 14-day trial of Sendlane.

When you do, chat in to their support team and let them know you’re one of our listeners to get full access to hours of course content that will help you make email marketing your #1 growth engine.

Visit https://storybrandgift.com to get the details, sign up for a free trial and get your gift!

Transcript

Click on a timestamp to play from that location

0:00.0	Absolutely. I think it was almost like we got to a point where we needed to really invest into the
0:06.1	community because we've been doing business for several years without it. And you can transact business
0:14.5	and you can functionally, you know, sell a functional product. but that intangible magic and that emotional attachment,
0:26.0	like what makes, I mean, your podcast has all the story of a brand, right? So what makes a brand
0:31.1	more than a product? Why do you go by brands? It's that emotional love. It's an emotional
0:36.5	attachment to, yes, the product
0:40.1	and the product has to deliver and the product has to do its job and has to be innovative and
0:44.2	different. But it's that the personality of the brand. It's the storytelling. It's why you're
0:49.7	interviewing founders because you told me when we met the first time that you want like your listeners,
0:55.7	they want to know the personalities, the challenges that you face, what goes into it. Those are the
1:01.9	soft elements, the intangible elements that I think people really buy brands today. I mean,
1:06.2	you have so many more consumer products than you did even 10 years ago. I mean, everybody's,
1:11.3	today everybody's, today,
1:15.3	everybody's launching brands. Everybody's a founder. There's so many options out on the market that I do think the evolution of the consumer goods business is you, what, you know,
1:22.1	what else are you offering to people? And it's that human side. It's that emotional love and attachment.
1:40.0	This is the story of a brand,
1:41.6	a podcast that helps people learn the story behind
1:43.8	their favorite consumer companies. I'm Ramon V brand, a podcast that helps people learn the story behind their favorite
1:44.2	consumer companies. I'm Ramon Vela, and I believe that people want to know more about the
1:49.4	brands and the products they purchase. So each week, I interview the founder of a consumer brand,
1:54.5	unpack their story, their products, and their mission so you can decide which products are
1:58.5	worth buying and which brands are worth supporting.
	...

Please login to see the full transcript.

Previous episode | Next episode

Disclaimer: The podcast and artwork embedded on this page are from Ramon Vela, and are the property of its owner and not affiliated with or endorsed by Tapesearch.

Generated transcripts are the property of Ramon Vela and are distributed freely under the Fair Use doctrine. Transcripts generated by Tapesearch are not guaranteed to be accurate.