A "Friends-First" Approach to Building Brand Community | Payge Taylor of amika

Marketing Happy Hour

This week, Cassie and Erica sit down with Payge Taylor, Director of Content Strategy and Community Engagement at haircare brand amika. In this episode, Payge explains how the brand taps into the meaning of their name (amika = "friend") to create and maintain a strong, engaged brand community, and how they're consistently showing up for that community across all channels (including IRL!).

Here's a peek at what we cover in this episode:

[00:02:20] - Payge walks us through her background in PR and the shift she made into social media, her time working at BUXOM Cosmetics and eventually moving over to the amika team. She then shares a look at her current responsibilities in helping to translate amika's brand story and messaging across all channels and foster community engagement among fans of the brand, and explains her current team structure (see how you can join here!).

[00:10:20] - Payge shares a few standout examples of brilliant storytelling through recent brand moments and gives marketers the advice to "stop thinking like brands and start thinking like humans" in order to nurture an emotional connection with their consumers. She then explains how clear messaging that extends beyond the product(s) a brand offers can build loyalty and longevity.

[00:30:10] - Payge shares her best tips for content creation, dives into the importance of educational content that builds brand equity, and explains how leaning on cross functional team members to tell the brand's unique story in an easily digestible way has been key in their social media strategy success.

Grab a drink and listen in to this week's Marketing Happy Hour conversation!

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Other episodes you'll enjoy if you enjoyed Payge's episode:

How Strong Branding + Community Influences Retail Demand | Lauren Murphy of Fishwife

Evolving Your Brand Over Time | Matt Prince of Taco Bell

The Art of Showing Up in Unexpected Places | Izzy Yellin of OLIPOP

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