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🎧 On today’s episode of the DTC pod, we’re talking to Benjamin Smith, CEO and founder of Disco, about his company’s growth journey and the several factors that contributed to its success thus far.
Here’s the bottom line: men have skin too ( *gasp!* )
Tired of sifting through brands that didn’t speak to his own skin problems, Benjamin founded Disco, a company that is breaking down the barriers and filling in the market gap for men’s skincare.
The takeaways 👇
Starting with a great brand
Good branding is the heart and soul of a company. A great brand is what distinguishes one company from another. It's what makes them memorable. Nowadays, it's not enough to have a good product or service; it's also important to have a solid vision, mission statement, and values that people can identify with.
Your brand is the first impression that you can make on a consumer and we asked Benjamin what he thinks qualifies a company as having a good brand. Here’s what he said:
- Confidence. Make sure your company is always coming from a place of authority.
- Visual identity. Excite consumers with an eye-catching and visually memorable identity that relates to your brand’s ecosystem.
- Communication. From your website to your social media to your packaging, focus on crafting consistent messaging that aligns with your target audience's wants and needs.
Focusing on the fundamentals
Success in all of its forms can be broken down to consistently focusing on and applying fundamentals. To Benjamin, it’s not about the newest, flashiest widgets and upsell/cross-sell apps, but about figuring out what works in your current marketing funnel and executing it consistently.
“I think a lot of people… Spend more time focusing on distractions like ‘what’s the latest upsell app or cross-sell app or live chat app’ whereas they really should be focusing on the fundamentals, which are like the basic part of a marketing funnel.”
A note to remember: Progress and growth more often than not hide behind basic solutions and underused insights!
💰 What Benjamin would do with an extra $50K:
Benjamin’s plan splits the grant into three spending segments:
- 20K would focus on growing on TikTok and testing various creator/influencer strategies.
- 20K would go to performing a localized YouTube brand lift study in key markets to try to understand how that impacts TOF, MOF, and BOF CPA.
- 10K would be for hiring an affiliate marketing consultant to scale that part of the business.
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