Build a great brand experience

It’s really hard to build a brand. It’s hard to get the attention of others, it’s hard to get people onto your website, and it’s hard to create something that people will buy and use. We realized early on that the best visitors we get hear about us through word of mouth. Word of mouth is driven by happy people who have a great brand experience.

This is how we’ve focused on building a great brand experience:

1. Trust : A great brand experience needs to establish trust between the business and its customers. We establish trust by giving surprisingly honest feedback to customers (such as sending them to a competitor if they’re not a good fit), making it easy for anyone to get in contact with us (by putting a phone number on our website), and focusing on coaching instead of selling.
2. Do the work for the customer : We try to do as much work for the customer as possible. This means spending extra time designing a product to simplify the first time experience, asking for the least amount of information needed to solve a problem, and putting the onus on us to do the work.
3. Creating a genuinely useful product.
4. Surprise people with greatness : Give people unique and useful things that they’ll actually use. Give out the best quality t-shirt you can find instead of settling for the standard Hanes. Give people unique things they couldn’t get anywhere else. Give people something that will make them feel proud to support you.

Brand is everything. It’s every interaction with someone outside of your business. It’s your company culture. It’s your production process and the way you deal with a bug.

The secret to brand building is to start early and often. Your brand is not your logo or color scheme, it’s how people think about you. It’s the way that you represent yourself.