Ben Leonard, a former ecologist, started his e-commerce business, Beast Gear, after being dissatisfied with the quality of jump ropes he used during his workouts. He created his own jump rope prototype, the Beast Rope, which became the foundation for his successful online fitness gear store. Leonard eventually sold Beast Gear to Thrasio, who identified his strong branding and personal connections with customers as key factors in the business’s success.
Leonard’s experience led him to write a book on building e-commerce brands and launch a consultancy and e-commerce brokerage, as well as a course for budding entrepreneurs. With the e-commerce industry booming, many are interested in creating their own brands. U.S. e-commerce sales reached record levels in the first quarter of 2024, accounting for a significant portion of all retail sales.
In a competitive industry dominated by big players like Amazon, unique branding is essential for smaller businesses to stand out. Leonard emphasizes the importance of building a brand that resonates with customers and solves their problems. By understanding their target audience and developing products that meet their needs, businesses can create a strong brand identity.
To build a successful e-commerce brand, Leonard recommends focusing on the customer first, then the product. By identifying a target market that aligns with their own passions and needs, entrepreneurs can avoid reinventing the wheel and find gaps in the marketplace. Understanding what makes their product unique and effectively communicating this to customers is essential for building brand loyalty.
Instead of viewing e-commerce as a side hustle, Leonard encourages entrepreneurs to approach it with a brand-building mindset. By treating their venture as a serious business, even without formal credentials, they can maximize its potential for success. By emulating the practices of established brands in their marketing and communications, entrepreneurs can build connections with customers and receive valuable feedback.
Being the face of the brand can also help entrepreneurs build strong connections with customers. Leonard found success by being relatable to his target audience, despite not fitting the typical image of a fitness brand owner. By sharing their passions and experiences, entrepreneurs can create authentic connections with customers and establish a loyal following for their brand.
