Brianne West is Founder and CEO of purpose-led business mentorship hub Business, but Better and her new company Incrediballs. But you may also know her as the woman behind Ethique.
When I started Ethique in my university student kitchen back in 2012, our brand was about more than just selling products. It was about our mission to ‘rid the world of plastic bottles’.
Often, a goal like that can come across as disingenuous so the only reason people believed in it, and therefore our brand, was by communicating authentically. By sharing my journey, values, and passion for sustainability – and infusing that into the brand – I created a narrative that resonated with consumers.
Founder-led marketing can have massive benefits for brands. If done well, it uses the founder’s vision, passion and authenticity to build a strong brand identity and connect with consumers on a deeper level.
Of course, to work, it has to be genuine. It also comes with another significant advantage: the ability to chat directly with customers and get instant feedback. Founders who actively participate in marketing efforts can better understand customer needs and tailor their approach accordingly.
Several successful companies have used founder-led marketing really well. For example, Sara Blakely, the incredible founder of Spanx. By sharing her entrepreneurial journey and the challenges she faced, Blakely has built a relatable and inspiring brand narrative. It not only sells shapewear, it gets people to trust her.
For Incrediballs, I have taken a hands-on approach by directly engaging with potential customers and sharing the story behind the brand. I create short, off-the-cuff videos asking what may seem like silly questions, from things like ‘what is your favourite flavour’ to ‘what tagline do you prefer’? I also try to show people the behind the scenes of creating the company so they get a real insight into what’s going on – building trust but also intrigue.
I use social media to interact with our audience, answer their questions and gather feedback. This direct communication means I understand what our community wants, and can feed that straight into R&D. Being the face of the company helps me build the brand’s personality (it’s basically me, to be honest). As I always say, people buy from people, not faceless corporations.
It does of course require a significant time investment and a willingness to be vulnerable and open. But if people can get past that, the benefits far outweigh the drawbacks. I believe in founders being the face of their brand so much I rarely invest in or work with companies that don’t do it.
Founder-led marketing was instrumental in the success of Ethique when I was CEO, now it’s a vital strategy for Incrediballs. Give it a go, you might be surprised.
This was first published in the 2024 September-October NZ Marketing Magazine issue. Subscribe here.
