What do you find is the biggest pain point for founders with copywriting?
One of the biggest challenges for founders and what is sometimes a source of frustration, is not being able to articulate their own story. It’s understandable to believe that the best person to encapsulate a personal journey, the reason for the brand’s existence…is yourself, the founder. But in reality, sometimes the retelling of the intention of the brand is where the magic lies and until you involve people in the process, you can live in your own head too much.
What are the key considerations to get the most our of the copywriting process?
Open up. Be ready to share your story, even the things that may feel insignificant to you – can be the nuggets of individuality a storyteller is looking for.
As a founder, I think it’s important to be aware of other brands that create a reaction in you – good or bad. It helps to understand the parameters of what feels authentic to you. A storyteller will explore the opportunities for your style of verbal identity, but ultimately it needs to be something that you feel confident in retelling over and over, that feels true to you
What is something founders underestimate with copywriting?
For a successful brand, there must be more than the visual elements of the brand, the logo, and the products. When the visual cues for your brand are removed, will you still be identifiable? Will people still know who you are?
Words form the basis of a meaningful relationship between you and your audience. You can communicate your intentions, articulate your values, provide insight, provide a sense of belonging and engage your customers in conversation by using the right words. But it is in the nuances of words and their meanings that the true sense of a brand can play out. The difference in intonation of words that may appear the same can create an entirely different energy.
What is a brand you feel is impressive?
I always cite Oatly as a brilliant example of creating a unique, immediately identifiable tone of voice. They carved out a white space in the then-emerging dairy alternative market and added instant personality, connection and cult status with their flamboyant, relaxed style. Through an informal “student paper” style approach, they created a community, a unique humour and made oat milk something that anyone who was anyone would be having. They made dairy-free attractive.
Estrid, the razor subscription and body care brand, is another example of creating a unique personality in a category synonymous with function over style, a category perpetuated by outdated messaging and packaging, gender-based pricing and lack of desirability. Through beautiful styling, desirable and tactile product, inclusive messaging and modern imagery, they have created a cult-community that makes shaving…or not…something to shout about!
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Is RaceFit™ right for my brand?
RaceFit™ assessment is beneficial to any brand at any stage of their journey. If you are: - A start up looking for direction and guidance - An established brand seeking an overall ‘health check’ - A brand in crisis urgently seeking direction on priorities - An international brand looking to expand into the UK market - A brand ready to take their ‘next step’ looking for guidance in preparation for growth, international expansion or expanding distribution then RaceFit™ is for you!
What if I am unsure of how to answer a question?
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I am based outside of the UK, can I complete RaceFit™?
Yes, the RaceFit™ self-assessment programme is entirely virtual so you can get started straight away, no matter where in the world you are.
Any company entering The Beauty Accelerator™ competition must be based and registered in the UK.
The scheme by which investment into the winning brand will be made is the Seed Enterprise Investment Scheme (SEIS). You must be eligible for SEIS to enter The Beauty Accelerator but you do not need to be registered for SEIS. You can be in the process of applying for SEIS and receiving Advanced Assurance from HMRC, which is free of charge to obtain and certifies to investors that the criteria necessary to qualify for SEIS have been met by the company at the time of the application. You do however need to be SEIS registered at the point of investment.Click here For further information about SEIS
As is the case with all equity investments, the winning brand must be willing to provide equity stakes for both SFC Capital and The Red Tree. In addition, the winning brand might be required to pay a monthly fee for the duration of the 12 month period of assistance from The Red Tree. The size of the equity stakes for both SFC Capital and The Red Tree are unknown at this stage and will be based on the valuation of the business at the time of investment. The value of the monthly fee to The Red Tree will be determined by the scope of work required by The Red Tree and will be agreed in consultation with the winning brand. The equity stake, monthly fee and scope of work will be discussed in further detail with short listed brands during the interview stage.
Brands that applied for The Beauty Accelerator™ 2022 can apply for The Beauty Accelerator™ 2024.
Applicant brands should ideally have proof of concept – the business should ideally be in operation with at least one product currently retailing on the market, an existing website in operation and a number of months of trading.
Under exceptional circumstances, brands that are at concept stage will be considered.
There should be a team in place or a willingness to take on a co-founder at an early stage.
A business plan must be in place and submitted as part of your application to demonstrate the revenue that can be delivered.
The business should not be valued at more than £1,000,000.
All R&D should be completed as funds invested will only be used for marketing and commercial activity.
If you are short listed, you must be available to attend the virtual shortlist interview. It is likely that short listed brands will be required to attend more than one virtual interview.
If you are a Finalist, you must be able to attend The Beauty Accelerator™ Final, either virtually or in-person.
You cannot apply for or already be in the process of applying for another accelerator or incubator during the period December 2023 to December 2024.
If you are selected as a finalist, and if you go on to win The Beauty Accelerator™, you must agree to exposure of you and your brand through The Red Tree’s, SFC Capital’s and Freeths online and social channels and a possible marketing campaign.
Confirmation of the winning brand is subject to SEIS eligibility confirmation, agreement on equity stake and The Red Tree fee, and completion of due diligence.
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