Nathan Kondamuri, cofounder and co-chief executive officer of Pair Eyewear.
It is easy to get caught up in the idea that success comes from the right product, the right timing or the right marketing strategy. But when I look back at how my company has grown, it is clear to me that we’ve cultivated true success in the unexpected: weekly launches, platform experimentation and collaboration. Here are some of the lessons I’ve learned from our success:
Look for unique ways to connect.
Innovation isn’t just about new designs or technologies. It’s about finding unique ways to connect with your customers.
How do you do this? It starts with a deep understanding of your customer and what differentiates your brand. Talk to your customer. Once you understand what drives them and how they shop, test different ideas out. Iterate in low-risk ways, and see how your customers respond.
You may face challenges around clarity, authenticity and platform fit, but each hurdle, when accompanied with an intentional strategy, consumer insight data and feedback loops, is an opportunity to test and evolve your product and experience to best serve your customers.
One of the most effective ways we’ve done this is through our drops: exclusive, digital-first releases that create a sense of anticipation and excitement. Through these drops, we create experiences—moments that our customers can be a part of, often timed to key cultural moments.
Unite community and creativity through social media.
Make customers part of your brand story. Let them share their journey and experience with your brand in an authentic way.
In my experience, one powerful way to foster community is through a dedicated Facebook group, where customers come together to share why they love the product, what drives them as individuals and what makes them unique. I think this is exactly the kind of engagement every brand should strive for. As a business leader, the goal is to cultivate community and create spaces where your customers can express who they are—and how your brand supports that identity.
TikTok has also been a pivotal platform for us. Hundreds of thousands of our customers have found us through TikTok, contributing to nearly a quarter of our lifetime sales. This platform has been instrumental in helping us build a community that’s as much about creativity as it is about the products we offer.
But there are other ways to engage your community on social media. Business leaders might also consider other platforms (like Instagram or YouTube) or influencer partnerships.
Leverage the power of personalization and partnerships.
Looking back at our growth, it’s clear that personalization and collaboration have played key roles. Our collaborations—whether with influencers, licensed brands or artists and creators—are the foundation of how we’ve been able to build a brand that feels personal to our customers.
Strong partnerships are about all shared purpose, clear value and trust. When starting to explore a brand collaboration, it is important to start by considering what brands have an aligned vision and mission with yours. Additionally, it is also key to consider who your customers would like to see you partner with.
True connection comes from listening to your audience, working with them to create something meaningful and giving them the opportunity to express themselves through your products.
Keep focusing on more collaboration and creativity.
As companies grow, I’ve learned it’s a good idea to focus on deepening existing partnerships and expanding the ways your community can engage. Whether it’s through more products, new collaborations or simply continuing to listen and learn from your customers, commit to making sure that every step forward is one you take together.
The beauty of collaboration is that it’s never finished—it’s an ongoing journey.
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