There are some celeb-founded brands out there that just seem like a quick money grab (I’m looking at you R.E.M. Beauty) but there are also MANY out there that are doing it so well.

The thing that makes the biggest difference in the eyes of the consumer? If the celeb is showing up for the audience of their brand. 

Now, I get it. Showbiz is possibly not forever. And these celebrities are not fools. They want to invest that cash into creating something that is sustainable that can establish a new tributary of revenue for their brand.

One of the smartest things a celeb founder can do? SHOW UP. I’ve talked about this before and I think it is so important that I am going to say it again. Because right now? EVERY brand needs to build trust, credibility and visibility.

Why? Holidays are a-comin’ and whether you’re a small business or a multi-million dollar operation you’ll be competing for the consumer dollar. And in order to create conversions ($ales) you want to ensure that you’ve captured the trust of your audience. You want them to have a connection with your brand, your values and yes, YOU as the founder. 

So, who is doing this right?

⬇️ 01: LOVE WELLNESS ⬇️

[founded by Lo Bosworth from Laguna Beach]

If you head over to the brand’s social pages you’ll see that Lo is SUPER present and visible. It communicates the fact that she is invested in her brand and is passionate about  women’s health and wellness. She is also funny and relatable in a lot of the content and does a great job of educating consumers on her products.

 ⬇️ 02: UNCOMMON JAMES ⬇️

[founded by Kristin Cavallari from Laguna Beach]

Yes, I am keeping with the Laguna theme here and I make no apologies. I actually love the Uncommon James brand as a consumer and really appreciate how involved Kristin is. She is the face of the line and also shows up very often in both a curated way (see below) as well as a candid way. It is the perfect balance of “OMG I want to be her” and “I feel like I could be besties with her.” 

HOW TO APPLY IT TO YOUR BUSINESS 

[it’s the key to building a strong brand foundation!]

Showing up on social and creating content that is from first person POV (like this newsletter) is essentially the fast track to trust-building. Allowing your audience to see who you are as a person, who they are supporting and to create an affinity for you is creating buy-in. Customers will want to give their dollars to you, the brand they feel connected with, over another brand that hides behind super curated images, quote posts and faceless video content.

• Show up in stories on a regular basis – not just to sell
• Create talking head or green screen reels
• Share your personal favorites from your shop
• Give your audience a BTS look at what’s happening

Think about it… are you more likely to buy from the brand where the founder feels like a friend because they are accessible on social? Or would you throw money at the random business that you have zero idea whether or not they are credible?

You showing up = credibility. 

Credibility builds trust.

Trust = sales.

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