Alright – so today we’ve got the honor of introducing you to Sandro Costa. We think you’ll enjoy our conversation, we’ve shared it below.
Sandro, thanks for joining us, excited to have you contributing your stories and insights. One deeply underappreciated facet of entrepreneurship is the kind of crazy stuff we have to deal with as business owners. Sometimes it’s crazy positive sometimes it’s crazy negative, but crazy experiences unite entrepreneurs regardless of industry. Can you share a crazy story with our readers?
Q-Can you share the most interesting story that happened to you since you began leading your company? Can you tell us what lesson you learned from that?
A- I think the most interesting thing that happened to me since I began leading the compa-ny was being awarded by the Hollywood Daytime Beauty Awards for our CBD Sleep Gummies. It was a sign of great things to come for Allure. We have worked so hard to de-sign our brand and develop a product that makes a difference. It was an amazing experi-ence , I walked the red carpet with celebrities as well we supported a great cause. I was pleased to learn that with all the sacrifices I’ve made the company is beginning to stand out from the rest.
Q-Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
A- Well, I’m not sure if it’s the funniest or dumbest mistake starting out. We aligned our-selves with some very significant lawyers, investment brokers, business giants and learned quickly how to get screwed out of a million dollars. Even with such a terrible start, our per-severance and unwavering determination has led Allure Global to succeed in penetrating the US retail markets along with our recent expansion into South America. Lesson learned; there’s a reason why the big guys are the big guys! Watch, Listen and learn and never make the same mistake twice. Ouch! LOL
Q-Are you working on any exciting projects now? How do you think that will help people?
A- At Allure Global we are always working on exciting projects, one I am happy to share with you is our expansion into South America. We recently were approved by Brazil’s pharmaceutical federation as an accepted vendor. In the coming weeks our products will hit the shelves and more people in need of relief can find a natural alternative solution to heavy medication.
Q- None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?
A- My mentor and stepfather is who gave me my start in the business world and will always be grateful for all the life and business wisdom we share still today. Success is a family ef-fort. To my special partner and wife who always guides and supports our business suc-cess. My children who work within our design and marketing team give us immeasurable insight into today’s consumer.
Q-This industry is young, dynamic and creative. Does your company use any clever and innovative marketing strategies that you think large legacy companies should consider adopting?
A- Of course, we have put a great deal of effort into our marketing plan to separate us from the competition. We are working with content creators and large scale department stores to push our products and take up space in their stores. We are always looking for new ideas to stay dynamic. We are constantly asked by bloggers and journalists if they could write a piece on us. This continues to grow the brand and garner interest from more customers in need of relief. Most importantly we pride ourselves in our creative ability. We have rede-signed our website and ensured we have high quality content of our products.
Q-Can you share 3 things that most excite you about the Cannabis industry? Can you share 3 things that most concern you?
A- Firstly, ever since 2020 the CBD industry has seen a surge in economic success and garnered a lot of interest from people willing to try an alternative natural medication. Sec-ondly, because of the boom in the industry more big box retail stores are beginning to tran-sition to CBD carriers. So there is an amazing opportunity for companies like Allure Global to partner with major brands. Third, I look forward to the rise in awareness and knowledge of CBD’s healing potential to reduce the stigma and fear surrounding its use.
Some concerns I may have for the industry include crucial regulations that are limiting CBD companies from obtaining capital to using standard payment processing to being able to market on regular channels. It is crucial that the FDA classifies CBD as a dietary supple-ment. The CBD industry has a lot of potential but we are constantly navigating through these challenges to grow our business.
Q-What advice would you give to other CEOs or founders to help their employees to thrive?
A- As a CEO I think it is very important to lead by example. I believe I have set a standard for the effort and dedication my team needs to have in order for us to collectively reach our potential. I work with my team members and put them in the best position to succeed. They can always come to me with concerns or questions, a great company thrives on dynamic thinking and multiple perspectives. Allure Global has a positive work environment where our team members can grow as individuals and as professionals.
Q-What is the best way our readers can follow you on social media?
A- We love to have you support us on our social media platforms. By following us you can see all our exciting projects, read blogs about our products, as well as take advantage of promotions we have. Follow us on Instagram, Tik Tok, Twitter, Facebook using the links below.
@allureglobalinc
@allureglobal.inc
https://twitter.com/AllureGlobal?s=20
https://www.facebook.com/profile.php?id=100076435556900
Sandro, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Q-Thank you so much for doing this with us! Can you share with us the story about what brought you to this specific career path?
A- Over the course of my life I have been a part of many start ups and private ventures. I have always wanted to build something I am proud to call my own. I have had success in various industries such as the hospitality industry, the renewable energy sector, and now health and wellness, specifically CBD. I remember what pulled me into the industry like it was yesterday. I am glad I took the chance and never gave up despite the barriers to enter the CBD market.
What do you think helped you build your reputation within your market?
In order to formulate an answer or guideline to creating a trusted and believable brand I believe it is crucial to start at the root of the question. What does a brand mean in the first place? For most people they would assume a brand can be simply described as a business. While this may be true, I like to look at brands from the perspective of the consumer. I believe the true meaning of a brand is how a business or organization is perceived by the public .
With this perspective in mind, I can then focus on all the measures I need to take to boost my brand’s equity. To build my brand I believe it is crucial to follow these 3 pillars of brand development. Define your brand identity, Understanding your Audience, and Being transparent and authentic.
Firstly, before your customers can have an opinion on your brand you must develop your brand’s identity. I believe at this stage you must define your brand’s purpose and vision. Everyone and every company needs to define their end goals to be effective in whatever they are doing. At Allure Global we are proud to define our purpose as a health and wellness retailer. We have dedicated our time and resources into discovering the best applications for CBD as an all natural healing power. The consumer needs to be able to empathize with your company’s vision. Rather than identifying as a corporation, you should prioritize building your company’s reputation as a trusted partner. Allure Global wants to help you and be a part of your journey to achieving a healthy active lifestyle. We provide products that reduce pain symptoms and improve overall well being.
To be a trusted partner your company has to have established core values that resonate with your target audience . When building your company of course you will strive to have the same core values as the world’s most successful brands. That is perfectly fine ,but you must tailor your company’s core values to what you offer to the consumer. Any successful company will prioritize providing the best experience for the customer in every aspect they engage in.
A brand’s identity is incomplete without a strong voice and tone that complements its values. A successful brand has an identity, a personality , that customers find intriguing and trustworthy. Your brand needs to stand for something , embody a belief or symbolize a passion. With Allure I continue to emphasize to our customers that we are your trusted health and wellness professionals. We have spared no expense in the research and development. Our products are formulated with the best organic products and purest forms of CBD from select suppliers in the United States . We are committed to bettering our customers’ lives with the healing power of CBD. We are proud to provide a healthy alternative to over the counter pain medication. We are passionate about our product and providing the best products for our friends in need.
Our brand’s logo, website , and social media pages reflect our vision and identity to further emphasize who we are and what we want to achieve as your trusted partner for all products under the health and wellness umbrella. We are motivated to be a leader in the health and wellness industry and provide impactful products for people in need of relief.
Any thoughts, advice, or strategies you can share for fostering brand loyalty?
Secondly, a brand will never become trusted and believable if they fail to understand their audience. The customer will and always be the most important factor to a brand’s success. If a company fails to address their customers needs or wishes they will simply look elsewhere and find a brand that does. The marketing division of your brand monitors specific objectives in order to support your business’s larger goals and ambitions. A marketing team must consistently monitor and seek out information about a company’s viability and stance in the market. Surveys , focus groups, marketing campaigns all provide valuable analysis on your audiences preferences and pain points. The consumer will recognize and appreciate when a brand is attempting to refine their products/services to improve their experience.
A brand needs to invest a lot of energy into understanding and creating customer personas so they do not miss out on potential customers. When you have a detailed variety of personas to work with you increase the chance a consumer will resonate and trust in your brand. Everyone is important , therefore their preferences and pain points need to be represented in your marketing campaign to build trust. As I mentioned above, customer service is one of the most important core values a company can have. Nothing is more crucial for the perception of a brand than the customer’s interaction with your company. Customer service has to be excellent in every way imaginable. To be a trusted brand you have to be available throughout the customer’s journey. You have to be able to correct any negative experience with your brand and turn it into a positive experience. Have measures in place where customers can voice their concerns or gratitude for your company. This can clearly identify your company’s shortcomings or areas of strength which set your brand apart from the competitors. I like to read our customers’ testimonials because it shows me how we are making a difference in people’s lives. Testimonials show just how effective your products can be as well as the varying applications.
I cannot stress enough the importance of building a community as a brand owner. If your customers feel they are a part of your family, their trust and loyalty will lead them to share your products effectiveness . Building a community for your brand encourages potential customers that your products/services are making a difference in other people’s lives and they should also reap the benefits. The quality of your products, the effort you put into understanding your customers needs , and your brand’s identity all lead to a prosperous community of happy customers.
Finally, to be a trusted and believable brand in the eyes of the public it is crucial your brand is authentic and transparent. It sounds simple, but it cannot be overlooked by a company trying to improve and maintain a positive perception for their brand. The old saying , honesty is the best policy, applies yet again. Your business needs to be honest about everything from its practices to its manufacturing processes. Some customers need more information about your brand than others before they take the first step and purchase your product. Therefore, your company needs to set a precedent on answering all consumers’ questions. Whether that information can be found on your website, product label, or from a sales agent. Key information about your product/service needs to be readily available.
Your product’s quality says a lot about your company. A brand needs to stand by their product/service , if there are issues with it they must address them and continue to better them . Prioritizing your products’ quality signifies that you want only the best for your customers and strive to address their needs and pain points. Similar to developing your brand’s identity, your product’s quality is one of the main factors in improving your credibility. Setting a high standard for your products/services positively impacts your brand’s reputation as a leader in the industry as well as a trusted partner. Allure Global only sources the best ingredients to formulate our products. Our products must meet our standards before they roll out for mass production.
Depending on your business there may be certifications or partnerships that your company can take advantage of to improve your reputation in the eyes of the public. This shows your customers and potential customers that you are following all the necessary guidelines to put out the best product/service you can offer. Following health and safety protocols or environmental initiatives all improve a brand’s reputation as a trusted option. The consumer can take pride in their decision to purchase your product knowing governing bodies have given the stamp of approval. Every single product Allure Global offers has a certificate of analysis to provide the consumer peace of mind that their product has been tested thoroughly and exceeds CBD health and safety protocols.
Creating a trusted and believable brand cannot take place overnight, rather it takes years of momentum and continued innovation to gain the consumers trust. I believe if a new company follows some of the practices I have outlined above they will make positive strides towards building their brand’s reputation as a trusted and believable brand. As an owner of Allure Global I enjoy the challenge of building our reputation because it is a journey that I am passionate about. I want to continue establishing Allure Global as a leader in the health and wellness industry. This wish all stems from our company’s mission to provide natural products to relieve customers’ pain, so they can enjoy their lives and be the best version of themselves.
