Podcasts Breaking Brand

Next Up

After launching its first brand to market, the team reflects on the journey and what’s next for Pattern.

Breaking Brand
Kevan Lee
Kevan Lee VP of Marketing @ Buffer
Next Up

After launching its first brand to market, the Pattern Brands team reflects on their journey and what’s next for their company and the industry as a whole.

In the final episode of the first series of Breaking Brand, the Pattern Brands team takes us behind-the-scenes as they launch their first brand to market. We learn the tactics they used to build relationships with their first customers and hear how launch day transpired first-hand. We then look ahead to the future of the direct-to-consumer industry and discover what's next for the Pattern Brands team. Nick and Emmett also share their reflections on the journey from Gin Lane to Pattern Brands.

Listen on: Apple Podcasts Spotify

Must-listen moments

1:51 — Why Equal Parts ran a pre-launch referral scheme

“We look to some of the other brands that we've worked with — Harry’s being one of them [...] They were the leader in launching a really successful referral campaign, and we've tried to model it off of that.” — Tyler Sgro

3:18 — How the Equal Parts launch day played out

“I remember waking up at 7 Am and by 7:30 Tyler had sent me and Emmett a screenshot of our backend platform showing our first order." — Nick Ling

6:00 — Emmett explains his experience trying out Equal Parts as a customer

“After building websites and per se intangible, non-physical items for so long it was really special to make these physical items and have them work and not only work, but work really well." — Emmett Shine

9:57 — How the direct-to-consumer industry is shifting

“A lot of these brands are going to be a lot more capital efficient. Some may not raise any money or a fraction of what the past kind of few cohorts of brands did." — Richie Siegel

13:58 — Emmett on one of the challenges ahead for Pattern

“I think an interesting challenge for Pattern is, how do you build a modern brand in a way that can be high-growth and reach scale and do all the cool startup stuff, but not have to burn people out to do it?" — Emmett Shine

16:15 — Pattern's audience-first approach to growth

“I think our first goal is to build an audience and to build a message that is almost like a grassroots movement. And then from there we need to start listening to that community around us as we grow the business." — Nick Ling

19:53 — Nick on the importance of the Pattern team

"Long-term what makes or breaks this business is the team we have around us and how we work together." — Nick Ling

Pattern Brands | Camille Baldwin | Nick Ling | Emmett Shine | Equal Parts | Richie Siegel | Neighbourhood Goods |

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