Why Resonance, Not Just Reach, Is the Future of Brand Growth
By Beauty Executives Leslie Holmes, Fractional CMO/CBO & Transformational Coach, —Jennifer Ritter, Product Development & GTM Expert.
Every Thursday, THE BOARD BRIEFING brings you curated industry insights directly from our Members to your inbox.
Lesley and Jennifer recently unpacked the emotional side of brand building—where strategy meets soul—on our bi-monthly LinkedIn Live series, Piping Hot. Here’s the breakdown, ICYMI!
RESONANCE IS MORE THAN A BUZZWORD. IT’S SCIENCE.
In today’s saturated consumer landscape, brands aren’t just competing for attention—they're competing for connection. As two longtime builders of beauty, wellness, and lifestyle brands, we’ve witnessed firsthand what separates brands that last from those that merely launch.
At the heart of lasting brand success is one core principle: resonance over reach.
Resonance isn’t just a spiritual concept—it’s rooted in physics. When something vibrates at a certain frequency, anything on that same frequency begins to vibrate, too. This isn’t just a metaphor—it’s a playbook for how to build brand loyalty.
When your brand is fully aligned—your purpose, your message, your product—you create a frequency that attracts the right people. Not just any people—your people.
You stop chasing customers and start becoming discoverable. Memorable. Magnetic.
BE EVERYTHING TO SOMEONE. NOT EVERYTHING TO EVERYONE.
In a rush to grow, many brands cast too wide a net. But the brands that create legacy are laser-focused. They serve with intention. They create products that matter to their audience.
You don’t need a million people to like your product. You need the right people to love it.
Brands like Laneige, Benefit Cosmetics, and Stila are prime examples of this. They’ve built consistent resonance through a focused, always-on approach.
Laneige has made its lip mask synonymous with nighttime rituals.
Benefit has owned the brow category with unwavering clarity.
Stila is synonymous with its cult-favorite eyeliners.
These brands didn’t build massive portfolios overnight. They leaned into one thing and did it so well that consumers came back again and again.
YOUR FOUNDATION COMES BEFORE YOUR STORY.
A surprising number of brands skip the basics: their mission, vision, and values. They dive into product without a clear reason for being. But without a strong foundation, even the best marketing or the trendiest product won’t last.
We often reference New Balance as a standout comeback story. Once dismissed as outdated, it found its footing again by returning to its roots: comfort and support. But it didn’t stop there. It paired that core identity with bold new storytelling, influencer partnerships, and a smart play for the dad-shoe revival—all aligned with its values.
LAUNCH AND LEVERAGE. DON’T LAUNCH AND LEAVE.
A big takeaway for any founder or marketer: launching is just the beginning. Too many brands put all their energy into the launch, then walk away. Instead, launch and leverage. Build on what’s working. Reinforce what resonates. Educate. Re-engage. Evolve—but always in alignment.
You’re not just selling a product. You’re building a relationship. And relationships are nurtured over time.
WHEN BRANDS MISS THE MARK: DISSONANCE.
The opposite of resonance is dissonance—and it’s a fast track to confusion and distrust.
We’ve all seen it: brands known for bold, playful identities suddenly pivoting into clinical skincare, or abandoning their hero products for a trendy new vertical. Without a clear narrative, it feels jarring. Off-brand. Inauthentic.
This isn’t about avoiding innovation—it’s about evolving in alignment with your brand’s soul.
STAND FOR SOMETHING CLEAR.
Your customer should never be the one figuring out who you are. That clarity must shine through in your product line, your website, your Amazon listings, your social content—everywhere.
At the end of the day, brands that resonate deeply with their audience have one thing in common: they know who they are.
And when you know who you are, your audience will too.
KEY TAKEAWAYS FOR FOUNDERS AND BRAND LEADERS.
Build resonance before chasing reach.
Stand for something specific.
Know your brand’s frequency—and stay on it.
Launch with purpose—and keep building on it.
Evolve strategically, not reactively.
Double down on alignment, not just aesthetics.
If you're building a brand (or rebuilding one), remember this:
Depth creates longevity.
Resonance creates raving fans.
And clarity creates conversion.
Let’s stop trying to be everything to everyone. Start being unforgettable to the right ones.
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