Dr. Brite - A Cruelty-Free, Vegan, Non-GMO, Woman Owned Brand

The Story of a Brand

Ramon Vela

Business, Entrepreneurship

5 • 145 Ratings

🗓️ 15 October 2020

⏱️ 37 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

In the second part of this Feature, Dr. Pooneh Ramezani, Co-Founder at Dr. Brite, continues sharing the story of building her unique brand dedicated to manufacturing highly effective and clean ingredient products that are safe for the entire family. She shares her learnings and advice from building her brand. She also discusses her channel strategy and why they do lots of typical brand functions in-house such as manufacturing, shipping, customer care, and more. She says, "it's about quality assurance" and to put it bluntly, she simply doesn't trust other places with the customer experience which for her is number one. Here's the rest of her story.

In part two, Pooneh discusses: Why your job as a brand owner is to protect the brand; Why you can't and shouldn't be everywhere if quality, customer experience, and messaging are important; Why she doesn't go all-in with Amazon; Why you should look at all channels and determine whether it benefits your brand now and in the future; Tour of Dr. Brite products; The vision and future of Dr. Brite; Why they constantly survey customers; And so much more.

Join us while Ramon Vela interviews Pooneh in Part 2 of this episode and listen to him share the inside story of a brand.

For more on Dr. Brite visit: https://www.drbrite.com/

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Transcript

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0:00.0	Recorded at Retention Science Studios, this is not your average entrepreneur or e-commerce podcast, and he's not your average host.
0:14.4	This is The Story of a Brand with your host, Ramon Vela.
0:21.3	When we decided to have Dr. Bright and build a business around products that are safe and effective for the entire family,
0:31.2	we kind of sat there and thought about this, and we thought that we are leaving these very successful day jobs to come and do this for a
0:41.8	purpose and the purpose is to create a business that uses business as a force for good and that's
0:49.8	what B-Corps do so it was very difficult to get the certification for B-Corps. They're not that many companies.
0:56.5	I think they're, I believe, over a thousand companies that are B-Corps certified in the entire U.S.
1:02.5	And B-Corp means that we take care of our employees. We really treat them the way we wanted to be treated if we were employees
1:13.6	of the company.
1:14.6	So everyone in the company is a family. It's not just me in Paris. And now my brother, Payam,
1:19.6	is part of the company too. So it's a family-run business and also all of our teams,
1:24.6	the back, you know, warehouse team from packing because we manufacture all of our
1:30.9	products here too. We don't use a third-party packer or manufacturer, which is huge. And we decided
1:36.7	to do that because we wanted to be on top of quality control.
1:42.1	Hey, don't forget to listen to part one of this amazing feature.
1:46.3	Now, let's get back to the story.
1:49.0	And then second, I didn't know really what I was getting into.
1:52.3	So, yeah, I signed up with everyone on Amazon.
1:55.3	Okay, that's fine, whatever.
1:57.1	You guys are going to help me sell on Amazon.
1:59.6	I'll do it.
2:00.6	I signed up with two of the main natural product distributors in the U.S.
	...

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