Nu Skin’s Brand

I have been personally involved in branding in my career through the years, and Nu Skin has one of the best and dynamic branding system in the industry. On the slopes of market environment, particularly the local and overly ”negative” competitive landscape, the company tackles the following through its brand. Nu Skin is a network marketing, a fact they do not deny. And by saying so, it is a subset of direct sales. The primary audience is the direct sales distributor force (those of whom many are familiar with from the 15th Floor Octagon Building), making their customers the company’s secondary audience. Today, the network marketing industry continues to grow globally and across product categories. As they state from their corporate books which I have gathered, growth in the industry is due to two main factors:

1) An increase in individuals seeking job flexibility, income supplementation, and more control of their income generation; and

2) An increase in traditional retailers moving to direct sales as a distribution channel due to flexibility, agility, and a return on minimal advertising investment.

Core to its strategic positioning is demonstrating their difference—competitive advantages—through their people, product, culture, and opportunity. In addition to the new positioning and new fountain icon, they have made the strategic decision to not include “Enterprises” in the new complete logo (as it was formerly presented as Nu Skin Enterprises). Countering the negative perceptions of such industry locally, they are focused on clearly demonstrating the claimed difference. If an experience, service, or product doesn’t demonstrate how they are indeed different, and by extension better, then they simply don’t do it. By promising they can demonstrate difference, they are promising the best people, the best products, the best culture, and the best opportunity in the industry.

The point being, by writing all these information about Nu Skin’s branding and corporate identity, is to somehow stress the fact that they are a company legitimately focused on people, products, and genuine opportunity. A point that is not clearly understood by many in this industry. They are in continuous innovation and progress that many misunderstand. They are a company responsible not only for its products, its customers, but for its distributors who are their primary workforce. Shedding some facts further to communicate to those who negatively see the company at 15th Floor Octagon Bldg.