How To Start Up by FF&M Juliet Fallowfield

Defining your target audience is key when building your brand as it’s so important to know who you’re selling your products or services to. 
In this episode, I hear from Aaron Chatterley, co-founder of teen beauty brand indu and beauty retailer Feelunique. Having co-founded Feelunique in 2005, Aaron and his team grew the business which was acquired by Sephora for £132 million in 2021. Since then, Aaron has co-founded indu to create beauty and skincare products tailored specifically to teenage skin. 
Aaron shares his advice on how to identify your target audience and how to build strong customer relationships with them. 

Aaron's advice: 
Be aware of all the different audiences out thereDepending on your product, attracting a younger audience early means you build a relationship soonerLook for a gap in the marketBe confident in your authenticityIt is worth spending money on doing thorough research: when you have defined your target audience, work with a cohort of these people and interrogate them exhaustivelyBe clear about who exactly your target audience isIt is easier for the retailer - and better for the investor too - to have an absolutely clear target audienceYour primary concerns are the excellence of your product (which means it will be bought a second time) and your authenticityFF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 
Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 


FF&M recommends: 


LastPass the password-keeping site that syncs between devices.Google Workspace is brilliant for small businessesBuzzsprout podcast 'how to' & hosting directoryCanva has proved invaluable for creating all the social media assets and audio bites.MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence


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With research showing 90% of marketers agree that brand language is vital for business success, your business needs to speak confidently and clearly. Given this, I wanted to learn from an expert on how you can differentiate your brand’s voice in an ever-crowded market. 


In this episode, we hear from Millie Kendall OBE, renowned brand builder and founder of the British Beauty Council, Brandstand Communications and Ruby & Millie. With a 30-year track record of launching and marketing beauty brands, Millie founded the British Beauty Council in 2018 to nurture talent, growth and development within the industry. 


Keep listening to hear why Millie thinks a brand voice is critical for any new brand and how to begin defining yours. 

Millie’s advice:
When branding your product, it is not just a question of logoVitally important is that the branding should show the ethics of the companyThe brand identity will always represent the values of the founder (if a product is taken over, the brand identity is precious)When establishing a brand identity, try putting in a box the ten things in your home you value most - and then identifying what they have in common.  Your brand should reflect who you are, your DNAImagine your customer is yourselfDo your research, and be sure you know your audience (as well as your competitors)Then the tone of voice will come naturally, followed by the name, the packaging, the styleThese things will generate trust and loyalty in your customersYour brand voice will evolve over time, and rebranding can occur spontaneouslyIt is important to be clear and authoritativeIf you believe in the efficacy of your product your brand voice will be strong
FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 
Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 


FF&M recommends: 


LastPass the password-keeping site that syncs between devices.Google Workspace is brilliant for small businessesBuzzsprout podcast 'how to' & hosting directoryCanva has proved invaluable for creating all the social media assets and audio bites.MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence


Support the Show.

We often hear that print newspaper and magazine sales are declining as people switch to digital versions of their favourite titles. However, print still plays an important role in the publishing world and as ‘brand’ is such an important part of this I wanted to speak to someone who had started their own. 
In this episode, I hear from Lucy Cleland, co-founder and editorial director of the renowned B Corp Certified lifestyle magazine Country & Town House. Lucy co-founded the magazine in 2007, just before the financial crash of 2008, and has since continually advocated for living a ‘life in balance’ through its very popular print and digital editions. 
Keep listening to learn why Lucy thinks brand is important for any business but also why timing on developing it is key.
Lucy's advice:
Be aware of your market, and your position within it Concentrate on your unique selling pointWhen you’re starting out, brand is not necessarily the most urgent or important thing, as there’ll be so much else to get on top ofTake advice from your shareholders or board if possibleInvest in design and good writersConsider the ethos of B Corp and promote its message where appropriateYour branding may grow organically with your businessUse LinkedIn for help and adviceRemember you are your own best resourceFF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason. 
Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 
FF&M recommends: 
LastPass the password-keeping site that syncs between devices.Google Workspace is brilliant for small businessesBuzzsprout podcast 'how to' & hosting directoryCanva has proved invaluable for creating all the social media assets and audio bites.MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence
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As defining your mission, vision and purpose statements is an important step when building a comprehensive brand for your business I was keen to speak to someone who has not only done this successfully but also recently. 
In this episode, I hear from Julian Parmiter, co-founder and CEO of Create Academy. Founded in 2019, Create Academy offers beautifully curated video courses providing unprecedented access to the expertise of today’s best designers, makers, gardeners and chefs - with a mission to help people build their creative confidence.
Having recently evolved Create Academy’s original proposition by launching an annual membership offering, Julian shares his advice on how to define your brand’s mission, vision and purpose and how to remain true to them as you scale. 
Julian’s advice:
The mission is what you want to do/produce/createThe vision is where you want to go with it/how you want to see the world changed by what you do/where you want to be in the future/ what will your impact beThe purpose is your motivation/why you want to do itThe “what” and the “how” will probably change.  The “why” should stay with you.  It’s the “why” - the purpose - which will bring investors and others with you, will lift you when you’re down.  So take time to articulate this one (even if privately, just to yourself)  early on.  It will represent your personality, your ethos, your creedYou are the best person to articulate itKeep these three things distinguished one from the otherUnderstanding your customers will inevitably lead to changing or adapting your vision in time but you need to stay relevant and be flexibleYou have to be able to answer the question: “who cares?”Don’t spend too much time and effort at the start on brandingFind inspiration in other people and other placesYou can contact Julian via email on julian@createacademy.com

FF&M enables you to own your own PR.
DM us on instagram @fallowfieldmason
Host Juliet Fallowfield LinkedIn
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Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.


FF&M recommends: 
LastPass the password-keeping site that syncs between devices.Google Workspace is brilliant for small businessesBuzzsprout podcast 'how to' & hosting directoryCanva has proved invaluable for creating all the social media assets and audio bites.MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence
Support the Show.

With Statista reporting there are 35 million Instagram users in the UK, social media platforms are a powerful tool to build brand awareness and convert followers into loyal customers. 
Given this season is a focus on all things branding I was keen to speak to an expert content creator.
In this episode, I hear from Estée Lalonde, CEO and founder of bodycare brand MIRROR WATER. The brand champions mirror work and self-care, inspired by Estée’s quest to find effective relaxation tools during the pandemic.  Estée has enjoyed a long career working within social media building a following of over 677k before founding her brand in 2021 which has already amassed a following of 35k. 
She shares her advice on how to build your brand through social media, why doing the initial creative work on your brand is crucial for success and how DM’ing one of your idols (in this case Bobbi Brown) can be the motivation you need to keep going. 
Estée’s advice:
Always start with a good business planBranding so important; to start with, concentrate on aspirational visuals that can then inform further workDon’t rush this stage: Create mood boardsTake care of yourself and go with your intuitionGet to the essence of what you wantSettle on a name, which will take you in the right directionLook for a designer to support you and ensure you click with them, build that relationship to a point of trust Be strategic on social; post regularly and expect this to be a slow buildSocial media can help you launch, it is a big time commitment however it will pay dividends Brand instagramming is harder than being a social media influencer (owned content v earned, DM FF&M to find out more on this)Posting every day becomes a burden so look at process and systems to help you on thisYou can’t do it all so be clear on what success looks like and work backwardsKeep it lean - less is more in all things in business, focus on one thing and do it well rather than trying to post on multiple platforms all the timeTake time to reflect on what you’re doing and enjoy itExpect to be overwhelmed at times; but hang on it there!If you'd like to contact Estée you can reach her via @esteelalonde on Instagram

FF&M enables you to own your own PR.
DM us on instagram @fallowfieldmason
Host Juliet Fallowfield LinkedIn
Submit a guest via this link
Submit a question for the next guest

Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.
FF&M recommends: 
LastPass the password-keeping site that syncs between devices.Google Workspace is brilliant for small businessesBuzzsprout podcast 'how to' & hosting directoryCanva has proved invaluable for creating all the social media assets and audio bites.MUSIC CREDIT Funk Game Loop by Kevin MacLeod.
Support the Show.

Creating a brand story is a central part of building your overall brand identity. It’s crucial that your brand story is coherent and resonates with your audience to attract loyal customers. 
In this episode, I speak with Tom Marchant, Owner & Co-Founder of luxury travel company Black Tomato. Tom and his co-founders launched their business in 2005 after seeing first-hand how people had such little time to plan their own travel experiences. Since then, Black Tomato has grown exponentially and delights clients all over the world. 
Tom shares his advice on how to begin drafting your brand story and what you should and shouldn’t include within it. 
Tom’s advice:
Your brand is fundamental to your business - it’s your identity - so it’s vital that you are sincere about it and believe in itAlways keep in mind what you stand forCustomers must trust your brand and feel comfortable with itCommunicating your brand values will be easier if you use recognisable language that people can identify withUse language to convey feeling and emotion - and sincerityKeep it simple and truthfulShare what mattersYour brand story can communicate how it started/who with/what you were aiming for/your valuesWhen writing copy don’t be a slave to perfection; try ‘stream of consciousness’ to start off with.  The important thing is truthfulnessIf you’d like to contact Tom you can reach him via tom@blacktomato.com
FF&M enables you to own your own PR.
DM us on instagram @fallowfieldmason
Host Juliet Fallowfield LinkedIn
Submit a guest via this link
Submit a question for the next guest

Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.
FF&M recommends: 
LastPass the password-keeping site that syncs between devices.Google Workspace is brilliant for small businessesBuzzsprout podcast 'how to' & hosting directoryCanva has proved invaluable for creating all the social media assets and audio bites.MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence
Support the Show.