Growing A Brand Through The Local Market Hustle
Growing a new brand is difficult. Growing it to the point where it is a national brand found in boutique stores and has a large online presence is extremely hard. Finally, growing a brand with all of the above and gives back to a cause and becomes a household name is probably mathematically near impossible. But that’s what I am setting out to do. The thought process is why not aim as high as possible, as high as you can imagine. The reality is that you have no idea how high your highest high really is and how much good you can do in the world if you keep striving for more success. But it is easy to get discouraged if your success doesn’t come to you as planned or as fast as you had hoped. I remember back when we were launching that we would automatically explode onto the scene simply because we were associating a charitable cause with the brand. NOPE! That didn’t happen. Even though we are supporting dogs for adoption bc by selling dog apparel Canada and donating a portion of our sales to the cause, the interest and our initial sales were much much lower than I had hoped.
The reason for this was my first insight into the harsh business climate online. One, there is so much traffic, things happen so fast and there are so many different brands that the market place is ever crowded. Also your content that takes so much time, money, and effort to create can get past over because things get posted so quickly that people’s attention spans are in the microsecond range. You literally have the first screen shot of your content to convince people to watch 10 seconds and you usually lose them after that. Crazy, hostile, fighting for attention, market place.
So I had to take a step back and aim smaller. I was aiming too high. I mean looking back now, obviously this isn’t going to be an overnight success, no matter how good my intentions are. So what I did was focus more so, in fact all so, on building the brand through live events in my local community first. The idea and reputation should populate here locally in Victoria then throughout BC, then we can take it province by province until finally we have good coverage over the entire country and have built a loyal following, and then we attack the US market which is 10 times bigger. Our dog clothes Canada sell very consistently locally here already and we help rescue dogs bc with every purchase!
So taking a step back, I had to find places where I could sell the products and spread the word locally. That success came in the form of hitting the local outdoor market circuit. Thankfully, greater Victoria is made up of 13 municipalities and most have their own markets each week. Some are better than others in terms of foot traffic but they all allow me to meet customer face to face and explain what we are doing. The response is always tremendous! I’m thankful and grateful to have met so many animal loving people here on Vancouver Island that are supporting Dog Days!