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Katherina Borve of Brassybra on Building a Trusted Brand

28/12/20

An interview by Fotis Georgiadis on Medium – December 23rd, 2020.

“Protect your brand. As your brand becomes more popular, more counterfeiters arise. It’s imperative to protect your brand’s reputation and revenue by working with a partner like Red Points to help maintain customer trust.”

Thank you so much for doing this with us! Can you tell us a story about what brought you to this specific career path?

ack in 2012 when I was getting married, I found my dream wedding dress, but I couldn’t find any bra to go with the strapless design. I tried everything on the market but couldn’t find anything that provided invisible support that would last throughout the whole day and all the dancing. I ended up trying what many women have tried before — duct tape. I suffered throughout the entire day and barely made it to the end. Removing it was even worse. A few months later, I was invited to a party and wanted to wear a backless dress. I had the same problem. Then and there, I decided there had to be a better solution than duct tape and Brassybra was born.

I began experimenting with different shapes and materials. I asked my friends, sisters, mother and mother-in-law to be my guinea pigs. In the beginning, it was just a hobby. But as time went on, more friends inquired about the product and I began to really develop it. Now, years later, Brassybra has been on the market for five years. It’s the world’s first adhesive bra that stretches and moves with you like a second skin. My product works for cups of all sizes from A — G unlike our competitors. We’re the only breast tape on the market that is ethically produced and offers inclusive skin tone options so that everyone can find a close match.

I believed in the idea so much so that I invested all my savings into the business to get us started. Once we got going, we received support from Innovation Norway to help us find a factory for product development. We ended up with a 97 percent cotton-based material with elastane, which creates the second skin-like feeling. The most important thing to me during the product development phase was to ensure that the product quality and working conditions were excellent, so that consumers could trust that they’re receiving a safe and guilt-free product.

[…]

Are you working on any exciting new projects now? How do you think that will help people?

Yes, we have new products on the way in 2021. One of our new items is extremely unique and unlike anything else on the market. It will help a lot of women wear their dream wardrobe in a way they may not have ever been able to before.

Ok let’s now jump to the core part of our interview. In a nutshell, how would you define the difference between brand marketing (branding) and product marketing (advertising)? Can you explain?

Advertising can enhance brand awareness, while branding drives the style and direction of advertising campaigns. Marketing can manage brand accountability and shore up a brand’s reputation, in addition to promoting ad campaigns.

Can you explain to our readers why it is important to invest resources and energy into building a brand, in addition to the general marketing and advertising efforts?

Early on, I was advised by a patent lawyer to not patent my product because it wasn’t necessary, which I later regretted after Brassybra’s popularity skyrocketed and counterfeit products with it. With Brassybra’s reputation and revenue at risk, I decided to reach out to brand intelligence platform Red Points to find and remove counterfeit products using its AI-driven software. To this day, Red Points helps not only protect our brand, but also our customers by giving them more assurance to trust in Brassybra.

Another reason to invest in branding is that it helps you identify your brand’s personality and target market. We want people to not only purchase from us but to feel like they know us when they buy from Brassybra.

Can you share 5 strategies that a company should be doing to build a trusted and believable brand? Please tell us a story or example for each.

  1. Transparency. Creating realistic expectations and telling the truth in a polite way even when you know it won’t be received well.
  2. Answer everyone. We answer every DM, email, message, and comment on all social media platforms. We want people to know we’re listening.
  3. Protect your brand. As your brand becomes more popular, more counterfeiters arise. It’s imperative to protect your brand’s reputation and revenue by working with a partner like Red Points to help maintain customer trust.
  4. Make things right. We do everything we can to make sure our customers feel heard and understood.
  5. Keep your promises to the customer. We assure all users of Brassybra that the product really works, so we do everything in our power to offer everything we’ve promised.

Read the full article in Medium.