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Branding Beyond the Product: The Deco Beauty Story With Julianna Dahbura

branding beyond the product

In the ever-evolving landscape of entrepreneurship, the importance of branding has never been more pronounced. Julianna Dahbura’s journey as the founder of Deco Beauty serves as a compelling testament to the critical role of branding in business, as she shares her insights on the B2B Breakthrough Podcast with host Sharon Gai. In this episode, Julianna unveils the secrets behind building a strong brand, the power of networking, and the importance of owning both successes and failures in the entrepreneurial journey.

Table of Contents
Who is Julianna Dahbura?
Networking and building relationships
Building relationships as a strategy for success
Owning successes and owning failures

Who is Julianna Dahbura?

Julianna Dahbura is the visionary behind Deco Beauty, a popular nail-art sticker brand that has made its mark in retail giants like Sephora and Urban Outfitters. Starting in 2015 as a nail polish brand, Julianna pivoted to nail art stickers in 2020, catering to a community of nail art enthusiasts. Her unique approach to nails, focusing on individual expression, has propelled Deco Beauty to new heights.

Networking and building relationships

Julianna’s approach to branding at Deco Beauty seamlessly combines the power of social media with the following of beauty influencers. In the early days, when social media was a level playing field, she capitalized on the opportunity to reach a vast audience without a large budget. The visually appealing packaging and high-end feel of Deco Beauty’s products resonated with the online community. Recognizing the shifting dynamics of media coverage, Julianna adapted her strategy by providing free products to influencers, thereby bypassing traditional media channels and directly engaging with her target audience. This innovative approach not only amplified Deco Beauty’s online presence but also kickstarted the brand’s popularity, showcasing the effectiveness of leveraging social media and influencers for branding.

“Some of the retail relationships have come up from them emailing me, and others have come through friends of friends referring. I’m talking with another national makeup box retail chain right now, and that was through I met someone at an event, and she asked if she could have some stickers for an event she was throwing and it happened to be around this retailer. And then after that everyone was asking about the stickers and everyone was excited, so she thought, I’m just gonna introduce you guys.”

Building relationships as a strategy for success

A key takeaway from Julianna’s story is the importance of networking and building genuine relationships. Starting with no contacts in the business world, she highlights the value of approaching networking not as a transaction but as an opportunity to form real connections. This approach has led to fruitful relationships with retailers and collaborators, often through referrals or serendipitous encounters at events.

“I cannot reiterate enough the importance of knowing how to explore and be excited about relationships when there’s not a clear benefit for you because usually if you just genuinely enjoy connecting with people and you wanna have fun with them, it just naturally progresses from there into really cool things.”

Owning successes and owning failures

Julianna’s reflections on entrepreneurship reveal a profound understanding of the dual nature of success and failure. She advises aspiring entrepreneurs to stay humble, compete with themselves, and accept full responsibility for their business outcomes. By embracing both successes and failures, entrepreneurs can harness their power and drive their businesses forward with resilience and determination.

“ I think that it is to stay humble, and also, to be competitive, but with yourself, and know that at the end of the day, if my business is going to fail, it’s my fault. It’s no one’s fault but my own. And once you accept that responsibility, yes, it’s very scary, but also you feel so powerful knowing that you’re in charge. You own the success, and you also will own the failure if that happens.”

Julianna’s entrepreneurial journey is a compelling story of how branding can transcend the product itself. Her strategic focus on building a strong brand identity, fostering genuine relationships, and adapting to the changing landscape of media and consumer behavior has set Deco Beauty apart in the competitive beauty industry. Her insights remind aspiring entrepreneurs that success is not just about having a great product, but also about creating a brand that resonates with people, cultivates a community, and stands the test of time.

Interested in more insights from Julianna? Tune in to the full episode of the B2B Breakthrough Podcast for a deep dive into entrepreneurship, partnerships, and social media strategy. Don’t forget to subscribe, rate, and review on your favorite podcast platform!

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