Daymond John, a judge on ABC’s Shark Tank, is the founder of apparel brand FUBU. FUBU is worth $350 million. In April he shared his success story at the Advertising Specialties Institute Show in New York. He shared key points on his success through branding in which we can all learn from and use in our personal and business brands. He is a true inspiration.
Daymond John was born and raised in New York City. John loved hip-hop music and wanted to make his mark on the industry. However, he knew that he didn’t have any musical talent. So he found a way to standout and started an urban apparel company. He was able to bring his company from just an idea to a popular and memorable brand. His apparel company and brand is highly sought after. John’s success through branding did not come overnight.
Lessons from John’s Success with FUBU
Be Decisive: John said, “You can’t be successful without being decisive.” To be successful you need to clear and concise decisions. Be confident in them and believe that you have made the right choice. Have trust in yourself and visualize the outcome of your decisions.
Set Goals: “You have to set goals,” said John. “You can’t know what success looks like if you don’t know what you want.” Once you know what you are set out for you can set goals to get to where you want to be. Everything you do should be with your goals in mind. He explained that if you don’t set goals then you begin to convince yourself of the negative.
Do Your Homework: Research your customers so that you know their wants and needs. John stressed how import this was to his business. He was able to learn what his customers wanted and then he learned new and unique ways to deliver it to them. FUBU stands for “For Us By Us”. John knew that he could reach branding success by marketing his apparel as a brand created by the people who wear it. Also, what I observed is that within his apparel the FUBU logo significantly displayed on all of his products and his audience became proud to wear that logo. Display your logo on promotional products and giveaways so that your customers remember your brand.
Never Say Die Attitude: “Keep swimming”. Daymond John wanted to expand his brand. So he used his persistent never say die attitude to come up with a new idea. He reached out to hip-hop star L.L. Cool J and after some consistent persuasion was able to get him to wear FUBU clothing. John’s belief is that “When you have a good thing going, never stop publicizing it and promoting it.”
What Makes FUBU a Sought Out Brand?
John became a part of his brand. He says, “…you are your company’s brand”. He incorporated his brand into everything he did. He took control over how people viewed his brand by researching his audience and presenting in a way that would attract them. His advice, “Go home today and write down the few words that define you and your brand.”
What are the five words you would use to describe your brand? How do your customers view your company or personal brand?
Resource: “Shark Tales” Counselor Magazine June 2014