In the ever-evolving landscape of digital media and entrepreneurship, a new phenomenon is emerging that is reshaping the way we view brands and businesses: the rise of the creator brand. A fusion of personal branding, content creation, and entrepreneurial spirit, the creator brand represents a paradigm shift that empowers individuals to turn their passions into thriving businesses, that extend far beyond the ’shelf-life’ of an influencer.
Why are we at the perfect tipping point?
For the past 15 years, brands have understood the power of creators to sell their products. A recent YouGov study showed that 62% of people trust influencers, with 46% of surveyed consumers claiming to have purchased products promoted by influencers. To brands, this equates to big money.
But over the past few years, creators have started to realize that the power is in their hands, this is their audience, their platform and this is incredibly valuable.
Their followings have been built over time based on authenticity and centered usually around a specific subject matter, which, unlike big faceless brands that are all take, take, take, their platforms have been built around giving back. Whether this is inspiration, education, or support, the audience knows that there is an actual person who cares about the content.
But just as trends come and go, so does the popularity of influence and creators. Although each case and industry is different, one study estimated this was around 8 years. Having seen how their platform can be monetized, creators are now keen to explore how they can 1. Generate more revenue directly for themselves 2. Build something with greater longevity that doesn’t rely solely on them, and can be a brand in its own right.
Grace Beverley, Jenna Meek, Jess Hunt, Emma Bunton, and Logan Paul are all examples of creators turned founders. Each has used its name, platform, and the trust of its audiences to launch brands that are making serious waves in its industries. Sports drinks, nappies, activewear, these brands all now have big teams running them and the founder is able to be as involved as much or as little as they want, reaping the rewards.
With platforms such as Shopfiy and WIX, and manufacturers in China now able to produce almost anything there has never been an easier time to launch a product. But, there is a huge, 90% of new businesses fail within their first few years. So how do you make sure that you create a product that will be one of the success stories?
How can we help?
We help creators and influencers create a product.
We work with them to understand their vision, their customers and the market trends. We then work with them to design a product brand that will win the hearts and minds of their followers (and beyond). This covers everything from the identification of the product, the branding, and support with the manufacturing to helping you launch the product and find an amazing team to run it.
