Brand is simple to understand but hard to do

0:00I am the founder and owner of a skincare brand. I want to at least double my sales within the next 12 months. >> The issue with a double as a goal, and I'll explain specifically for your business, is that unless you have a clear and compelling brand, you will just be in the arbitrage business, which is that you were [music] in the buying clicks for a dollar and selling them for two and then continuing to buy more inventory. And then over time, as you go to colder and [music] colder audiences that are less and less likely to convert, your margins will compress until you're doing $10 million a year and making no profit. Brand delivers the three things that an e-commerce company needs. You get cheaper clicks, you have higher conversion rates, and this is the big one, higher return rates, as in people coming back. One asset that you develop basically covers the whole business and allows you to continue to scale. The way that e-commerce companies have done this in the past and do this [music] today is that they borrow the associations from other people who represent the values that they want their brand to be. simply [music] said they get cool people to be in front of it so other people are like I'll be cool so I'll buy it to double the business we have to do UGC campaigns and we want to be really selective about who these influencers are making sure that they represent your values that is the simplest way to do that for …