It’s not every day that we say this, but today’s issue will be a memorable and inspiring one. Our featured brand is the perfect definition of success from passion and charity.
So, without further ado, meet Tsuno—your next branding inspiration.
- Innovation + Creativity + Passion = Max impact 🧪
- A brand for education and empowerment ♀️
- Be a memorable brand 📍
SCRATCHING THE SURFACE
The brand that found the perfect combination of innovation, creativity, and passion
Back in 2012, Roz Campbell discovered something new: the menstrual cup. Cool concept? Yes. Perfect fit for her? Not quite. So, she started asking the big question: Why aren’t there more options for women’s hygiene products?
Little did she know that this would propel her to dive deeper into the world of period products, where she found 2 big problems:
- Tons of plastic waste are piling up in landfills.
- There’s a lack of affordable, accessible options for people around the world.
Clearly, something had to put a period on it—which became Tsuno.
🛍️ The birth of Tsuno
- It began as a personal challenge. Roz took part in the One Girl charity fundraising challenge. In this challenge, participants use makeshift period products like rags, sponges, and leaves to understand the struggles women face without access to affordable sanitary products.
- Then, came innovation. In 2014, armed with an idea and a lot of determination, she launched a crowdfunding campaign to source her first batch of bamboo sanitary pads.
- Why bamboo? Because it’s fast-growing, pesticide-free, super absorbent, and way better for the planet. She even ditched plastic in the packaging, opting for compostable and recyclable materials instead.
- The reality check. The campaign was a success, raising the $29,000 she needed to buy her first shipment from the manufacturers. But like many first-time entrepreneurs, she hit a wall. The pads didn’t sell as quickly as she’d hoped.
- Scaling up. By 2016, Tsuno had gained enough momentum to launch a second crowdfunding campaign, this time for organic cotton tampons.
- Fun fact: These tampons were funded by a second crowdfunding campaign where supporters helped raise $45,000!
🌱 The big picture
Tsuno proves that even small businesses can make a big impact. It’s all about mixing passion, creativity, and a little bit of daring. So, whatever stage your business is in, remember: your idea could change the world—or at least make it a little better.
DIVING DEEPER
How Tsuno used its brand to educate and empower women
When it comes to periods, there’s a lot of silence and stigma. But Tsuno isn’t about staying quiet. This brand is on a mission to spark conversations, provide better period care, and empower women around the world—especially in marginalized communities.
🎍 Why is Tsuno different?
1. It’s a movement for empowerment
Roz pledged from the beginning to give back, donating 50% of net profits to charities that support women and girls. One of their biggest partners is One Girl, an organization that provides education scholarships and menstrual health programs for girls in Sierra Leone and Uganda.
- Why does this matter: In many parts of the world, periods can derail education. Girls without access to proper menstrual products often fall behind. By supporting charities like One Girl, Tsuno ensures that periods don’t stand in the way of a brighter future. ✨
2. It educates through action
Beyond donations, Tsuno uses its platform to educate. They openly talk about menstrual health, breaking down taboos that still exist around periods. 📚
- How do they do it: Through their website, social media, and collaborations with organizations like Share the Dignity and the Asylum Seeker Resource Centre, Tsuno raises awareness about period poverty and sustainable alternatives.
3. It’s impactful, as shown by the numbers
- $123,000+ donated to One Girl as of June 2024
- 70,000 boxes of pads and tampons donated to local Australian charities.
- Countless conversations started, normalizing period talk and empowering women to make informed choices about their bodies.
Not bad for a small business with just one full-time employee!
💗 Making a difference, one pad at a time
At its core, Tsuno is about more than just sales—it’s about community and change. Whether it’s educating on sustainable period care, supporting vulnerable women in Australia, or funding girls’ education overseas, Tsuno proves that a brand can do good while doing business.
This is a reminder of the power of purpose. Building a brand with a mission doesn’t just set you apart; it creates loyal customers who believe in your cause.
SUCCESS BLUEPRINT
6 steps to create a memorable brand
Ever wonder why some brands stick in your mind while others fade into the background?
It’s not magic—it’s brand identity. Whether you’re just starting out or giving your brand a much-needed makeover, creating a solid brand identity is the way to stand out in a sea of competitors.
Don’t worry—it’s not as complicated as it sounds. Visme created a guide to building a brand identity that’s as unique as you are.
- Nail down your brand's purpose. Before you get into colors and logos, ask yourself: Why does my brand exist? What makes you different from the pack? Why should your audience care? 💭
- Tip: Write it all down. You’ll need these answers for things like your tagline, voice, and messaging.
- Research like a pro. Knowing your audience and competitors is a game-changer.
- For your audience: Dive deep into who they are, their goals, pain points, and even where they hang out online.
- For your competitors: Stalk (not literally) their websites, social media, and customer reviews. What are they doing right? Where can you stand out?
- Audit what you've got. Does your current brand identity still spark joy? Is it consistent across platforms? Does it resonate with your audience?
If not, it’s time for an upgrade. And if you’re starting fresh, skip to the fun part: creating! - Find your voice. Your brand voice is how your business talks. Is it funny, expert, playful, or friendly? Whatever you choose, keep it consistent. 🗣️
Tip: People love brands that feel human. - Craft your visual identity. Here’s where things get creative:
- Logo: Think timeless, not trendy. Remember, every logo tells a story. For example, Amazon’s arrow from A to Z represents their promise to offer everything you need, from A to Z.
- Colors: Dive into color psychology. Blues build trust; greens scream eco-friendly.
- Typography: Keep it readable and match the mood. Fancy cursive for a chic brand? Yes. Bleeding fonts for a bakery? No.
- Stay consistent. Make sure your messaging, visuals, and tone match across all platforms.
- Tip: A brand style guide is your best friend here—share it with your team to keep everyone on the same page.
👁️ Bonus: Keep an eye (and ear) on your brand
Your brand identity isn’t a one-and-done deal. So, pay attention to customer reviews, social media chatter, and feedback to make timely adjustments (if necessary). Creating a memorable brand identity takes time, but it’s worth it. ✨. 🤝
