Influencer Guide with Allison Soro: How To Launch Your Own Brand

In our latest round of Influencer Interviews, we featured Allison Soro — a successful fashion influencer who is truly making her mark in the industry. As we all are familiar, influencers are no longer just advertising other brands; instead they are taking their talent to the next level by launching brands of their own. In this special article, we are joined once again by Allison Soro who has guest written a guide on how to start your own brand. In just 5 steps, she shares the valuable Do’s and Don’ts from her journey of creating her own line of Signature Chokers.  

“Nothing makes a fan happier than owning something that makes them feel closer to their idol.” 

— Allison Soro

Step 1: 🔎 Discovering Your Brand Type

When it comes to choosing the type of product you want to put out to your current followers and potential new fans, you have to make sure it represents you as much as possible. My style has always been based on confidence and femininity as well as youth and luxury. I made sure that these attributes were reflected in my vision for Signature Chokers. 

Look around, see what you love the most and make a product out of it.

Step 2:  🎯 Researching Target Consumers 

DO research the set of people that are more likely to buy your products. DON’T think you can sell your pieces to everyone — big mistake. Check the audience insights on your social media or blog site to make sure you are doing everything right. If your product doesn’t align with what your followers love you are more likely to fail.

Step 3: 💭 Thinking of a Brand Name

Ask family and friends for their opinions. DO pick something that is easy to remember and DON’T pick a name that already exists. I was trying so hard to come up with a unique name and one day, while playing with words in my head, I decided to describe my jewellery to myself and that is how I came up with Signature Letter Choker. It’s simple, uncomplicated, and easy to remember. Signature because they have my “signature sign” on them which are the slashes.

Step 4: 📱 Website and Social Media 

DO create a website which contains all the information needed and make it user friendly. Great photos are a must: the decision to purchase depends almost entirely on what the product looks like in a photo. DON’T take the photo yourself: invest in a professional photographer, it will be well worth it in the end. DO post regularly on Instagram, Facebook or on a blog because this will fast track your new business.

Step 5: 🎫 Marketing Strategies

Include a coupon with each purchase. For example, “Get 5% off your next jewellery purchase!” with an expiry in about 2 to 3 weeks. This will encourage people to return and repurchase from your brand. 

Use your instagram profile to show how to use the product and how good it is. Give some away to your fellow influencers so that they can promote products on your behalf, and find new ways to be creative such as challenges, giveaways, surprises.

Treat your Instagram page like a moodboard. This will give followers an idea of the ~aesthetic~ of your brand and also some styling ideas/tips. The pictures don’t have to contain your product! What you’re going for is a look. 

A big thank you to Allison for guest-writing this piece for us 💖 As a successful influencer who single-handedly started her own brand of jewellery, we’re lucky to be able to learn from her! Two other recent guides you might find interesting are our pieces on How To Nail A Celebrity Influencer Marketing Campaign and a Hashtag Guide for Up-And-Coming Influencers

Written by Deesha Menon

Influencer Marketing at Popular Chips. Interested in social issues, narratives, books, social media, and machine learning.

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