In 2008, Gwyneth Paltrow released the first edition of what would soon become a weekly newsletter. Initially written for distribution amongst family and friends, Paltrow penned articles about her wellness regime, as well as tantalising recipes, from her kitchen table.

Since then, goop has evolved into a multi-million-dollar empire, traversing the realms of wellness, beauty, fashion, food, home & décor, culture, and travel. This week, LOVR takes a closer look at goop to discuss some of the branding elements that make it such a success.

Rather than pigeonholing themselves with claims of speciality in one particular area, goop instead established core values which have guided them through every venture, whether it be wellness, fashion, or furniture. Establishing the core values that guide your business allows you to grow in several, sometimes unforeseen, directions.

Whether they’re discussing the latest fitness craze, ageing advice, or how to achieve the perfect blowout, goop articles always strike an inviting, conversational tone of voice. Even the articles penned by Paltrow herself, while possessing an intriguing celebrity allure, read like something written by a close, personal friend. For example:

Ageing is a beautiful thing—just look at my mom, who’s 80. At 50, I have a growing appreciation that life is finite, and it makes me really want to be with the people that I love, and to invest in those relationships.

In this passage, Paltrow invites the reader in. There is a relatable vulnerability to the subject matter; she uses a tone of voice which is simultaneously confessional and conversational, perfectly complementing the ethos of her brand.

Paltrow’s success with goop is a perfect lesson in what it takes to build a brand that stands the test of time. A strong ethos, steadfast core values are the foundation for success. With these elements as a sturdy foundation, you can craft a compelling, unique tone of voice that resonates with your target audience.

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