Most CEOs and brand founders are driven by the remit to sell products, all in the name of increasing the bottom line. Makes sense, right? The emphasis becomes the product itself, with a focus on strategies that promote that very product to stand out in a competitive market.
But what if that’s the wrong focus? What if the true key to success lies not in the product itself, but in the narrative of the brand’s founding story?
At Muse for Hair, we discovered early on that our journey of creating the brand resonated more powerfully with our audience than that of the product itself.
Muse for Hair was born from personal frustration with expensive salon treatments, and while our DIY hair extension kits are an Australian-first innovative product, what has struck a chord with our customers is our founding story.
The behind-the-scenes journey of creating our brand is what has built our loyal following of customers who have become invested in our story, and ultimately now, invested in the product.
The real story
From day one, through social media, we invited our audience to become a part of our entrepreneurial journey. Our social media platforms became more than marketing channels; they transformed our relationship with our customers. They evolved into a space where we shared our struggles, celebrated victories and built our community.
We turned our backs on a strategy of carefully curated images and instead invested our time in being real and raw with our customers. This shift was not merely a branding tactic; it was a fundamental change in how we viewed our relationship with our audience.
Instead of presenting a polished version of ourselves, we chose to share the unfiltered reality of starting a business. What that meant is our followers became invested in our success, eagerly anticipating each milestone and product development.
Instead of presenting a polished version of ourselves, we chose to share the unfiltered reality of starting a business.
The power of our founding story became evident when we appeared on Shark Tank Australia. By then, we had cultivated a loyal following who knew our narrative intimately. Our followers were there from the beginning, when we spent sleepless nights packing orders in the living room of our tiny apartment.
Then they were there when we caused a ‘feeding frenzy’ with the ‘Sharks’ being captivated not just by our product, but by the story of two entrepreneurs who identified a common problem and created a solution that resonated with many.
This experience taught us a valuable lesson: in today’s crowded marketplace, a compelling founding story can be the differentiator that sets you apart. It humanizes your brand, builds trust and creates an emotional connection with your customers, one that goes beyond product features.
By focusing on our founding story, we’ve created a brand that’s more than just a product; it’s a movement. Our customers don’t just buy hair extensions; they buy into our vision, our journey and our commitment to solving a common problem. This emotional investment has proven to be a powerful driver of brand loyalty and word-of-mouth marketing.
Connecting with customers
One particularly poignant moment came during our first major product launch. We had worked tirelessly to prepare for this day, but when we went live, the website traffic caused chaos on our site.
Instead of trying to sweep it under the rug, we took to Instagram Stories to explain what was happening in real-time. We expressed our frustration but also our gratitude for the overwhelming support we received from followers who understood that setbacks are part of the journey.
While our website crashed – twice – we were highly aware that it was a silver lining stemming from customers wanting to make purchases. By voicing these challenges, many of our followers chimed in with words of encouragement, reinforcing that they were rooting for us.
Brands need to start committing to authenticity, showcasing both the highs and lows.
This experience solidified their investment in our brand storytelling – not just as customers but as supporters who felt connected to us and our mission.
The results of this authentic approach were profound. Our follower count grew significantly, but more importantly, so did engagement.
People began sharing their own stories related to hair extensions and beauty struggles, creating a dialogue that enriched our community. They eagerly anticipated each milestone – whether it was a new product launch or an appearance on Shark Tank Australia – because they felt like they were part of something bigger.
The power of authenticity
What we can learn from this is that brands need to start committing to authenticity, showcasing both the highs and lows. That means, when faced with production delays or receiving critical feedback, rather than shy away from discussing these challenges publicly, you should share them.
Give your audience an unfiltered update on social media, explaining what went wrong and how you plan to address it. This transparency can foster trust – show your customers that you are real people. Ones that are navigating the complexities of entrepreneurship as opposed to faceless business owners hiding behind the perfect façade.
For any brand, it’s crucial to consider the power of your own founding story. Don’t underestimate its ability to captivate and engage your audience. Consumers are increasingly seeking authentic connections with brands, and your journey, challenges and passion can be your most valuable assets.
Remember, it’s not just about what you’re selling, it’s about why you’re selling it and the story behind your brand’s existence.
