Oxstones Investment Club™In just five years, Yes To has become the no. 2 natural beauty brand in the U.S. Cofounder Ido Leffler explains how to build a brand consumers believe in.
1. Build a brand you’re passionate about
Leffler describes himself and cofounder Lance Kalish as “Mini-driving, Virgin-flying, Apple-using people,” who wanted a reasonably-priced natural product for a mainstream consumer. They set about building beauty lines that fitted their lifestyles: fast-paced, reasonably healthy, but occasionally hedonistic. This led them to make 95% of Yes To’s products natural and all packaging is recyclable. So far, so granola, but Leffler says the difference is Yes To doesn’t scrimp on the smell or look of non-natural products, and that’s what’s helped them carve a niche on pharmacy shelves.
1. Build a brand you’re passionate about
Leffler describes himself and cofounder Lance Kalish as “Mini-driving, Virgin-flying, Apple-using people,” who wanted a reasonably-priced natural product for a mainstream consumer. They set about building beauty lines that fitted their lifestyles: fast-paced, reasonably healthy, but occasionally hedonistic. This led them to make 95% of Yes To’s products natural and all packaging is recyclable. So far, so granola, but Leffler says the difference is Yes To doesn’t scrimp on the smell or look of non-natural products, and that’s what’s helped them carve a niche on pharmacy shelves.
2. Be your brand’s biggest advocate
“As a founder you need to be your brand’s number one ambassador,” says Leffler. “I’ve been wearing something orange every single day for 7 years, whether it’s a watch, hat, t-shirt or jacket. I do it because it makes me stand out, and it reminds me of where we started.” While wearing all orange might not benefit your business, Leffler’s sartorial choice is exemplary of the commitment successful founders display.
3. Find investors that are both an industry and cultural fit
“Industry fit investors will understand your industry, but in order for you to have truly good investors, you need a cultural fit – you need to feel very comfortable interacting day to day with an investor.” Leffler advocates developing a familial relationship with investors who will support you when the going gets tough – as it undoubtedly will. “I would date any investor like I dated my wife before popping the questions,” Leffler says
4. Know your weaknesses — and be honest
“We’re very good at outsourcing what we suck at, and we suck at a lot,” says Leffler. Knowing what you do well and what you don’t do well will strengthen your business. Relatedly, he advocates an honesty and transparency within the company. “When things go bad you have to be honest about the reality and do everything humanly possible to fix it, and if you’re honest about it, investors and advisory boards are more willing to come to your aid.”
5. Engage a philanthropic component
The Yes To Carrots Seed Fund is a charity that gives resources to develop organic food and healthy nutrition for underserved communities. Leffler sees this non-profit component as practicing what Yes To preaches in a meaningful way. “It’s important to show entrepreneurs and founders that having a give-back component aligns with your entrepreneurial capitalist vision of what you want to build, and that doing so is the biggest win for your company.”
Source- From Forbes.com http://www.forbes.com/pictures/emjl45hfhm/5-must-read-tips-for-building-a-brand-2/
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