How to build a purpose-led brand, Siff Haider, Arrae

In today’s episode, we’re joined by Siff Haider one part of the co-founders due behind Arrae - the wellness brand that’s redefining the supplement space with elegant, effective, natural solutions for issues like bloating, anxiety and sleep. Since launching in 2020, Arrae has gained a cult following thanks to its minimalist aesthetic, loyal community, and commitment to solving real, everyday problems - all while standing out in a saturated and often sceptical market.

Stay tuned to hear how Siff and Nish approached brand-building with intention from day one, why storytelling and science go hand-in-hand and what it takes to grow in a crowded category.

Siff's advice:

• Founder mindset tip: Have faith in yourself and trust your abilities.
• Leadership advice: Don’t be ruled by ego; stay flexible and be prepared to change direction if necessary.
• Motivation lesson: Take one step at a time, steady progress is sustainable progress.
• Resilience insight: There will always be challenges; this is normal, and you can cope with them.
• Growth advice: Learn from your mistakes, apply the lessons, and keep moving forward.
• Perspective shift: Don’t take challenges personally, they’re all part of evolving and growing.
• Purpose-driven business tip: Think about your primary driver, which hopefully isn’t just profit; purpose will motivate you to keep going.
• Lifestyle principle: Make personal rules about your life, your fitness, and your happiness and stick to them.
• Customer connection advice: Communicating with customers will always be worthwhile and deeply satisfying.
• Workplace culture tip: Create an environment that others will appreciate and thrive in.
• Branding advice: Be honest and clear in your branding, and always stay relevant to the customer.
• Inspiration insight: Look for motivation and new ideas in the world around you.
• Entrepreneurship lesson: If you’re not making some mistakes, you’re not truly pushing yourself or innovating.

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason. Email us at [e-mail] or DM us on instagram @fallowfieldmason.

FF&M recommends:

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod. Link & Licence

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