Building a Lifestyle Brand: Insights from Orin, the Internet's Creative Director

From Designer to Content Creator: Orin's Journey

Orin, known as the "Internet's Creative Director," began his career as a designer before transitioning into marketing and executive roles. After running a 200-person company, he decided to pivot back to marketing and branding, recognizing the power of organic content in the changing digital landscape.

His journey into content creation started with experimenting on different accounts, including reviewing non-alcoholic drinks and creating instructional content for consumer packaged goods. However, it was when he began talking about design and product development that he found his niche.

The Power of Authenticity in Content Creation

A pivotal moment in Orin's content journey came when a friend advised him to be more authentic and showcase his personality. This shift in approach led to immediate success, with his videos gaining significant traction.

Orin emphasizes the importance of finding a balance between being performative and authentic. He notes that while it's natural to feel somewhat performative, the goal is to find a comfortable groove that resonates with the audience.

Strategic Planning and Business Development

Orin's approach to content creation and business development is highly strategic. At around 50,000 followers, he developed an 18-month plan to leverage his growing audience. His strategy involved:

1. Building a large audience based on providing value through content
2. Focusing on ideas and personality-driven content
3. Creating a platform to kickstart and validate business ideas quickly

This plan led to the development of various projects, including:

• Valuable Studios: A lifestyle brand
• Hyper: A newsletter in partnership with another creator
• Cut 30: A boot camp
• Brand deals and collaborations

The Balance Between Focus and Diversification

Orin discusses the debate between focusing on one thing versus diversifying. He acknowledges that while focusing on one area can lead to more significant financial gains, his personality type and interests lead him to pursue multiple projects simultaneously.

He emphasizes that his approach is based on:

1. Personal enjoyment and engagement
2. Comfort with smaller wins across multiple projects
3. Building businesses with the intention of eventual sale

Leveraging Content for Business Growth

Orin highlights the power of content in driving business growth. He notes that creator revenue, particularly from brand deals, has been surprisingly lucrative. He emphasizes the importance of finding the sweet spot between:

1. What you can talk about all day
2. What people are interested in
3. Where there is money and resources

Building a Lifestyle Brand: Valuable Studios

Orin shares insights into the development of Valuable Studios, his lifestyle brand:

1. Concept Development: Spent six months refining the concept and another six to nine months bringing it to life.
2. Team Structure: Works with full-time designers, freelancers, and a management team.
3. Product Strategy: Developing a range of products, from limited runs to potentially scalable items.
4. Marketing Approach: Utilizing his content platform to validate product-market fit quickly.

Challenges and Opportunities in Physical Products

Orin discusses the challenges and opportunities in creating physical products:

1. Margins: While software often offers higher profit margins, physical products have unique advantages.
2. Brand Building: Physical products, especially clothing, offer inherent marketing value as they're worn and seen.
3. Untapped Markets: Orin sees opportunities in consumer electronics, toys, candy, and health and wellness products.

Content Strategies for Brand Building

Orin shares strategies for using content to build a brand:

1. Visual Storytelling: Constantly sharing images of samples, prototypes, and lifestyle content.
2. Iterative Approach: Shipping early versions and openly discussing improvements.
3. Embracing Iconography: Don't be afraid to use logos and distinctive design elements.
4. Multi-Platform Approach: Using different content formats and platforms to reach diverse audiences.

Advice for Aspiring Brand Builders

Orin offers advice for those looking to start their own brands:

1. Operational Preparedness: Focus on manufacturing redundancy, pricing strategies, and wholesale preparation.
2. Vision and Execution: Have a strong vision but be willing to ship at 80% and iterate.
3. Storytelling: Use various content formats to share your brand's journey and engage with your audience.
4. Embrace Feedback: Actively seek and incorporate customer feedback into product improvements.

The Future of Content and Retail

Orin shares his thoughts on the future of content and retail experiences:

1. Interactive Storytelling: Predicts a shift towards more immersive, short-form content experiences.
2. Augmented Reality: Envisions future retail experiences incorporating AR/VR technologies.
3. Experiential Retail: Emphasizes the importance of creating engaging, shareable in-store experiences.

Conclusion

Orin's journey from designer to content creator to brand builder offers valuable insights for aspiring entrepreneurs. His strategic approach to leveraging content for business growth, combined with a willingness to experiment and iterate, provides a blueprint for success in the digital age. By focusing on authenticity, providing value, and embracing new technologies and content formats, creators can build strong brands and engaged communities.

Article created from: https://youtu.be/9N8NM9_YNww