opinion

A Step-by-Step Guide to Establishing Brand Recognition in the Pleasure Biz

A Step-by-Step Guide to Establishing Brand Recognition in the Pleasure Biz

We live in a branded world. Every shopping experience, every purchase, even the news and information you consume has been carefully positioned within a story — a narrative meant to lead you through the dizzying array of consumer choices to an emotional relationship with the brands you connect with and buy.

Branding is the development of the story we tell about why a product should exist in the marketplace. I've spent the last 25 years developing brands for the sexual well-being and skin care industries. It's possible that some of the consumer choices you have made, I helped you make. While there is an art to branding, it is definitely a science. So here are some pointers and insights to help start you along on your brand journey.

Brand Strategy

This first step involves defining the brand's purpose, identifying the target audience and creating a unique value proposition. The brand strategy should express personality, voice and tone. Conducting market research to understand the needs and preferences of the target audience and the competitive landscape is paramount. I have created voluminous brand strategies; others are just short emails. Depending on your client, sometimes a brand is just an idea, and the initial brand strategy starts a conversation. Having a clear strategy helps you craft a strong brand, and keeps your vision of the brand aligned with your client's vision. These first efforts lay the foundation upon which everything that follows will rely.

Brand Identity

This is the brand's visual representation, including the logo, color palette, typography and imagery. The brand identity should be consistent across all touch points, including the website, social media profiles and marketing materials. The logo should be simple, memorable and easily recognizable. The color palette should reflect the brand's personality and be used consistently in all visual elements. The typography should be legible and reflect the brand voice. When developing the brand's visual representation, avoid focusing on what you think is most “likeable.” As much as I want everyone to like what I do, my primary aim is to connect with and inspire my target audience. Once trust has been earned, your client will choose a brand that sells over one they merely like.

Brand Voice and Tone

Voice and tone are how your brand communicates with its audience. The language, style and technique used in all communications, from the website copy to social media posts, should reflect the brand personality and be consistent across all touch points. The tone should be appropriate for the audience and the situation. Do your efforts reflect B2B or a B2C communication? Are you using formal language when speaking to a young and informal audience? A good brand strategy will tell you how to talk to your audience.

Brand Messaging

Brand messaging is how the brand communicates its value proposition to its audience. The tagline, mission statement and elevator pitch are all part of brand messaging. The slogan should be memorable and reflect the brand's personality. The mission statement should define the purpose of the brand and the value it provides to its audience. The elevator pitch should concisely summarize the brand's value proposition. I read somewhere that if you cannot explain something briefly, you don't understand it, and I see proof of this every day. The guy who talks the most often knows the least. Keep it brief!

Brand Experience

Brand experience is the way the audience interacts with the brand. The website, social media profiles, customer service and product or service quality are all aspects of your brand experience. The brand experience should be consistent with the brand identity, voice and tone. The website should be user-friendly and reflect the brand's personality. The social media profiles should be engaging and reflect the brand voice. Customer service should be responsive and helpful. The product or service should meet or exceed the expectations of the audience.

Brand Culture

Brand culture is the internal culture of the brand. The values, beliefs and behaviors of a brand's creators, team members and employees constitute its culture. The brand culture should reflect the brand personality and be consistent with brand messaging. Train employees to embody the brand's voice and tone. The brand culture should be aligned with the brand strategy and should support the brand's mission and values. Keep in mind that authenticity sells. If your brand personality is fun and lively, customer service needs to reflect this. Be authentic.

Brand Monitoring

Brand monitoring is the process of tracking the brand's performance and reputation. Monitoring social and traditional media coverage and customer reviews, and recognizing brand sentiment, is essential. Brand monitoring will identify areas for improvement. It should also track the effectiveness of the brand strategy, which you should be ready to adjust as needed. I implore you to do this. It is only by monitoring that we learn.

Building a brand requires careful planning, focused strategy and progressive execution. That is why, as brand creators, we need to know the above steps intimately. We especially need to teach them to our clients, who might otherwise be happy to skip steps and fast-track products. To be successful, your brand journey will require a designer or brand creator who is deeply familiar with the steps to creating a successful brand, and a patient client willing to follow their lead. That relationship will be the key to taking on all of the challenges listed above, and telling your story. Without that relationship and that story — without effective branding — even a quality product is nothing more than a bottle of liquid, a tub of cream or a jar of paste.

Joe Powell is a graphic designer, brand creator and B2B and B2C marketing professional. For over 25 years, he has held remote contract roles in which he specializes in best-practice tactics for visual (brand) identity and product development.

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

trends

Multipurpose Products Take Center Stage as Pleasure Brands Face Headwinds in Europe

As 2025 unfolds, the European pleasure industry finds itself balancing between resilience and recalibration. After riding high on customer demand during the pandemic, the sector is now adjusting to more cautious customer behavior, global geopolitical tensions and shifting retail strategies.

Ariana Rodriguez ·
profile

WIA Profile: Sara Gaffoor

Though it may seem surprising to outsiders, industry veterans are well acquainted with the self-esteem, personal growth and rewarding career achievements that can come with a job in the sex toy space.

Women in Adult ·
profile

Zhe Founder Karyn Elizabeth Creates Gender-Affirming Lingerie Fashion

For years, the mainstream lingerie market has been shaped by narrow beauty standards and cisnormativity, with little room for gender diversity. Most lingerie is designed to fit cisgender female bodies, while trans people are often forced to go DIY with uncomfortable solutions like pantyhose, duct tape and ill-fitting shapewear.

Naima Karp ·
profile

Neon Coyotes Sets the Tone for Trendiness With Bespoke Leather Kink Wear

If your kink wear can’t readily make the leap from a dark BDSM dungeon to a sunny, mimosa-fueled brunch, you haven’t yet been initiated into the cult of the Neon Coyotes — fresh, leather kink wear brand transforming restraints into runway-ready art.

Colleen Godin ·
opinion

Why It's Time for Adult Retail to Embrace AI

In the late 1980s, I was working in the rental car business. My first company didn’t have a single computer. Everything — contracts, inventory, employee records — was done by hand. If you wanted a report, you dug through paper files and crunched numbers on a calculator. It was tedious, but it was all we knew.

Zondre Watson ·
opinion

What Retailers Gain by Partnering With Family-Run Brands

In an age increasingly dominated by corporate consolidation and faceless supply chains, choosing to work with a family-owned and operated business can offer retailers a depth of value that goes far beyond pricing and product margins.

Briana Watkins ·
opinion

How the 'Back Massager' Vibrator Became the World's Most Versatile Sex Toy

Wand vibrators are once again having a pop culture moment. Recently, Harry Styles expanded his lifestyle brand, Pleasing, by introducing a “Pleasing Yourself” double-sided wand vibrator developed in collaboration with sex educator Zoë Ligon.

Naima Karp ·
opinion

Strategic Retail Buying in a Shifting Pleasure Economy

Retail buying has never been a static job, but recent volatility in pricing, caused by shifting tariffs, global import costs and freight variations, has demanded a new level of agility for adult industry buyers and managers. As business expenses rise, so does the pressure to optimize the return on every product.

Rin Musick ·
profile

WIA Profile: Cynthia Wielgosz Elliott

The past year has been a challenging one for the team at premier lubricant manufacturer Sliquid. Late in 2024, company co-founder Dean Elliott passed away after battling cancer, though he managed to flash his wide, signature grin until the very end.

Women in Adult ·
opinion

Michigan's Intimate Ideas Offers Playful Retail Setting for Wide Range of Shoppers

Jerry Manis, the regional manager of Intimate Ideas’ Michigan stores, never planned on working in adult retail — but he says it’s turned out to be a surprisingly rewarding gig.

Quinton Bellamie ·
Show More