5 years ago, it was easy to launch a DTC brand:
β Find a good product
β Put it up on Shopify
β Run some ads
π Make money!
Today, thatβs the path to failure.
Instead, build a brand people want.
Here are 8 secrets to doing it:
β Find a good product
β Put it up on Shopify
β Run some ads
π Make money!
Today, thatβs the path to failure.
Instead, build a brand people want.
Here are 8 secrets to doing it:
A reason to exist & a problem you're solving.
If you're not solving an active problem, you have no reason to exist!
No one needs another copycat product of what already exists. Solve for something new & be clear in your story-telling of HOW you're different.
If you're not solving an active problem, you have no reason to exist!
No one needs another copycat product of what already exists. Solve for something new & be clear in your story-telling of HOW you're different.
A story to relate to β the "Why?"
You need to have a clear solution for when someone buys your product and their friend asks them, "Why did you buy it?"
The answer shouldn't just be around the product, it should be around WHY it was this specific brand/product vs competitors.
You need to have a clear solution for when someone buys your product and their friend asks them, "Why did you buy it?"
The answer shouldn't just be around the product, it should be around WHY it was this specific brand/product vs competitors.
An amazing product, not a good product.
This sounds obvious, but going from good β amazing requires extra work.
Amazing products get earned media, product placement opps, etc, not just "good" products.
Don't settle for what's easy in product development.
This sounds obvious, but going from good β amazing requires extra work.
Amazing products get earned media, product placement opps, etc, not just "good" products.
Don't settle for what's easy in product development.
A content engine: earned, owned and paid.
You need a system in place to be able to launch:
π° paid content β ad creative, copy tests, etc.
π² owned content β social media, website updates, etc.
π° earned content β PR, influencers, affiliates, etc.
Content builds brand.
You need a system in place to be able to launch:
π° paid content β ad creative, copy tests, etc.
π² owned content β social media, website updates, etc.
π° earned content β PR, influencers, affiliates, etc.
Content builds brand.
A deep understanding of your customers.
Most brands stop at demographics. You need to get much deeper:
β what apps do they have on their phone
β what do they consume daily
β where do they get their updates
β what else is in their routine
Know this person inside and out.
Most brands stop at demographics. You need to get much deeper:
β what apps do they have on their phone
β what do they consume daily
β where do they get their updates
β what else is in their routine
Know this person inside and out.
Unique messaging & visual identity.
Just putting together a logo & a color scheme isn't good enough.
You need consistency across all touchpoints and visual references.
A photoshoot today & 5 years ago should look identical. Look at some of the best fashion brands for inspo.
Just putting together a logo & a color scheme isn't good enough.
You need consistency across all touchpoints and visual references.
A photoshoot today & 5 years ago should look identical. Look at some of the best fashion brands for inspo.
The desire to do right by the customer.
Don't hurt your brand's word of mouth over $10.
If someone had a bad experience with you & see an ad for your brand, you don't want bad comments.
On the other hand, a satisfied customer will bring 2-3 more in. The opposite is true, too.
Don't hurt your brand's word of mouth over $10.
If someone had a bad experience with you & see an ad for your brand, you don't want bad comments.
On the other hand, a satisfied customer will bring 2-3 more in. The opposite is true, too.
A clear purpose within someone's day or life.
If what you're trying to sell doesn't serve a clear purpose in someone's day/life, it becomes costly to acquire customers.
You're not in the "essential" category in their mind, either.
The best brands live inside a routine.
If what you're trying to sell doesn't serve a clear purpose in someone's day/life, it becomes costly to acquire customers.
You're not in the "essential" category in their mind, either.
The best brands live inside a routine.
This thread was from the talk I gave this morning.
I also shared 10 easy ways to implement these tactics, which I'll drop this week.
Make sure you're following to see those tactics: @mrsharma
If you found this valuable, please RT the first tweet π
I also shared 10 easy ways to implement these tactics, which I'll drop this week.
Make sure you're following to see those tactics: @mrsharma
If you found this valuable, please RT the first tweet π
https://twitter.com/mrsharma/status/1460321193400090627
If you want to get smarter about DTC in just 5 minutes each Sunday, join 18,000 founders, CMOs, and investors who read my Sunday Email.
Anything I tweet about was mentioned in my newsletter about 4-6 weeks prior! Don't miss π
nik.co/email
Anything I tweet about was mentioned in my newsletter about 4-6 weeks prior! Don't miss π
nik.co/email
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