How To Build An Interesting E-Commerce Brand In A Boring Industry

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By John Hall, Published no Apr 29, 2022

Recently Ryan Kutscher and Ashley Richardson-George were featured in Forbes sharing their insights on community building and creating interesting ecommerce brands. Here's their feature in case you missed it:

“I spoke with Ryan Kutscher the founder of the professional branding agency Circus Maximus along with Ashley Richardson-George, his partner and CCO. As part of the conversation, Richardson-George asked, “How can diverse people feel included if they don’t see themselves represented in the content or in the brand itself?”

Offering an answer, she said, “Often, no matter how well the brand can convey a message for their target audience, if it is not told by somebody with whom they identify, who has experienced their needs and can convincingly attest the brand's offering is able to address them, the audience will have trouble receiving the message.”

“It’s important to integrate with the community as a brand, and let that community integrate to you, so you can have a mission, purpose, positioning, persona, and tone of voice that specifically fits the people in your audience.” She continued, “This makes it much easier to focus on topics of authority and recognize the internal behaviors that will help you connect with people.”