True Wealth Ventures

Branding is Sex: Get Your Customers Laid and Sell the Hell Out of Anything

Brandind_is_Sex-cover
Brandind_is_Sex-cover

If you hate making money and the feeling of a mind-blowing, toe curling orgasm—stay far away from Deb Gabor's new book.

In Branding is Sex: Get Your Customers Laid and Sell the Hell Out of Anything, the Sol Marketing founder and "brand dominatrix" explains how proper brand positioning gets your customers in the mood.

In just seven short and sweet chapters, Deb covers these juicy topics and more:

How the most successful brands in the world get their customers laid How to never fail The Bullshit Test Who your brand should hop in the sack with (and it’s not who you think)

Don’t rot in the brand graveyard like Blackberry, Oldsmobile, Circuit City, Compaq, Blockbuster Video, and Pets.com.

Get your sexy back and move from being “just friends” with your customers to being long-term “friends with benefits.”

Branding is Sex provides you with a concrete foundation and a basic how-to plan for building or re-igniting your brand without needing a PhD.

Buy your print or e-reader copy here, or read more about it at brandingissex.com

Part 3 of 3: Kerry Rupp and Sara Brand: Investing in positive purpose

Morning

Kerry Rupp and Sara Brand from True Wealth Ventures recently sat down with Sol Marketing to discuss their new fund, why women-led businesses are a great investment, and what they’re doing to make sure women-led businesses get the capital they need to grow. In this last of three posts, Rupp and Brand talk about why they're focusing on companies with a "positive purpose" and what they're obsessed with, and offer up words of wisdom for women entrepreneurs.

(Read parts one and two of this three-part interview)

What makes a for-profit company that is a positive purpose company different from a non-profit or a regular for-profit?

SB - The simple answer is that the positive purpose for-profit companies are looking to make money and grow their business model so that they can create significant financial returns. One of the things we have seen with women being investors is that high net worth women have made a lot of philanthropic ventures, but have not tended to invest in VC early stage asset classes. A lot of investors behind VCs have a similar gender profile. We see this as an opportunity as being an easier way for investors to try us out and know that their money will make a difference in the world, and that they will receive a significant ROI.

My view is that these for-profit, for-good companies look at creating a view of their stakeholders beyond just their shareholders. They think about the environment and having a greater impact in the world and they have the potential to move markets and change the world faster and in a bigger way than nonprofits.

KR – It’s starting to become a bit of a requirement for consumer products because millennials and women are building criteria about companies and how they behave when utilizing their decision process-- thinking about locally sourced, sustainably raised. Instead of thinking of it as you’re giving something up by giving so much to these other stakeholders, instead it can be what drives revenue streams and purchases because they are listening to their target market. The traditional view was that by taking into account certain stakeholders you are giving up some financial rewards, this is not true anymore. This can be how you win!

 

If you could go back in time and kick your younger self in the butt what would it be about and why?

SB - I got my PhD in Mechanical Engineering. I spent many hours doing these detailed things that I use zero of today. I would go back and tell myself just pass the exams. You don’t need to master this material that you will never use again.

KR - I’m going to take a bit of a cop-out answer, but I would say that I wouldn’t take any of my failures back. It is a part of the process and critical for learning. I feel like they were important in my development.

Besides your work with entrepreneurs and investors in the VC world, what are you obsessed with?

KR - I have been spending more time researching the health sector. Over the last few months I’ve been looking at inflammation and diseases and how epigenetics impacted these diseases. I started looking into what type of things people can do in a preventative way to stop these diseases from happening. I’m also looking into therapeutics in this space.

SB - I have a similar answer, so when you take that away I don’t have much to add. I have a son that was diagnosed with celiac. Because we owned a microbrewery, we ate a lot of bread products and all things gluten. I learned a lot about disorders like celiac. This opened my eyes as to what affects the things we eat are having on our bodies, especially in cases with autoimmune diseases. This is something I have been educating myself on and trying to learn more about.

Any parting words of wisdom for our women entrepreneur readers out there?

SB - Woman entrepreneurs need to know that there are so many opportunities out there for them, because they can bring a lot of value to the table for these startups that lack gender diversity. For woman investors, I think that what’s most inspiring is that today women hold 40% of the U.S investable assets and in the next 15 years that number is supposed to go up by 2/3. Women at the purchase point and their investments, they have the power to move markets. There is a lot of influence that women can have with their investments.

KR - From a marketer’s point of view, there was a process that got us to this place where we could focus on particular sectors and the gender lens. For people that are going through the process, talking to your customers and understanding your target market to identify your competitive advantage is something we all go through.

 

Part 1 of 3: Kerry Rupp and Sara Brand from True Wealth Ventures are funding women-led companies for the greater good

Part one of three Kerry Rupp and Sara Brand from True Wealth Ventures recently sat down with Sol Marketing to discuss their new fund, why women-led businesses are a great investment, and what they’re doing to make sure women-led businesses get the capital they need to grow.

Who is True Wealth for, and why do you do what you do? Kerry Rupp - We are an early stage venture capital fund. This fund raises money from investors, then invests the money into women-led companies. By that, we mean there’s a woman of significant decision-making influence on the executive level of the company. Companies with more women in leadership do better financially, and having gender diverse teams-- with women making 80-85% of the consumer purchasing decisions-- will have inherent advantages when developing products.

Our target is an early-stage company that is high-scale with opportunity to grow quickly and get acquired in a five-year time frame. They fall under the sustainable consumer or health-related business umbrella.

What do you think it says about someone that meets all that criteria and they work with TW and not someone else? KR- Only three percent of all VC-backed deals are woman-led. Given that women are starting companies at 2x the rate of men, there are a lot more woman-led companies than three percent of the market. An entrepreneur that wants to work with True Wealth specifically understands the need to get more growth capital to women and they believe that having a woman’s perspective brings benefits and insights.

Sara Brand–We have two “customers”: those who invest in us and those we invest in. The primary criterion when making an investment is the financial return. There is also a feel-good component-- the social issue of having woman led companies. Our fund also focuses on people that care about social issues such as gender, health, and sustainability. It makes them feel good that they can make money and do good things at the same time.

What is it that your clients get from you that they cannot get from anyone else? What is singular about the experience you deliver? KR – Well, in one sense that is a really easy question to answer. Because in terms of VC funds that are women-led and investing in early stage companies specifically with women decision makers, there are no funds like this in the central United States. They cannot get this anywhere else besides California and New York.

SB - And, actually, if you look at impact investment funds, and we are one because we have the gender focus. We are also investing in sustainable consumer and health verticals. There are no other impact funds that have a specific investment thesis to get more women to the leadership table.

KR – I think that one of the components that women portfolio companies mention is having someone on their investment side that “gets them” and their market better than a traditional VC. Especially when the end customer is a woman. Having a woman at the leadership of those companies and having an investor that gets the decisions that are being made around design, delivery, etc. of those products. The magic is in the diversity, bringing the different perspective to the table considering most companies are led by men.

With all those pieces in place, how do you put that together to make your client the hero in their own story? SB - A lot of our focus is on women and women entrepreneurs: supporting them and their great ideas, scaling them into the market and the world. The number one issue we found is capital. We have seen a lot of organizations focusing on educating women about business plans, etc.– but not a lot of writing checks to scale their business. They need access to the growth capital.

KR - Thinking from an investor’s point of view, thinking about their investment decision, it allows them to “do good and feel good.” Because they are getting a financial return, given the thesis that companies with women in management teams perform significantly better financially. At the same time, they are investing in sectors that are helping the world and affecting social/environmental issues that matter to them.

Check back for parts two and three of our conversation with Kerry Rupp and Sara Brand.