THE BRIEF
This is Y(OUR)
Dream.
Career.
Life.
Passion.
Story.
Truth.
WHAT NEEDS TO HAPPEN.
This is the whole foundation upon which Fownders was built--the idea that each of us has the power to own our lives and shape them into whatever we want. The Fownders philosophy is so closely tied to Gerard’s that their connection has thus far been effective and positive. As Fownders continues to grow and mature, it needs to carve out its own identity, voice, and brand to appeal to newer, more diverse audiences.
The company has gained a tremendous amount of awareness through Gerard’s personal brand, making this the perfect time to push forward with a strong, clear identity to sustain them in the long term. Having its own clear brand gives Fownders the strength to stand on its own and let the value of the product shine.
COMMUNITY INSIGHT.
The idea of helping unique, unanticipated trailblazers resonates deeply with Fownders’ audience. The belief in a narrative of those who succeed against the odds and through succeeding, benefit society as a whole, the ones whom forage on through territory unknown is shared amongst society. A trailblazer defies the odds in the presence of adversity. Though independence is highly valued, a support system of fellow independents is desired for greater connection to one’s own goals and for trudging forward. This connection and support is what Fownders aims to fulfill day in, day out. Fownders provides the ability to customize an experience to best serve a purpose and supplement existing skills and knowledge.
This spirit of freedom, self determination, and mutual support lies at the very core of Fownders and its followers. These attributes reinforce of owning one’s life by thinking independently, making critical decisions, bringing ideas to fruition, and giving back when possible.
BRAND INSIGHT.
Fownders is all about action, creation, and drive. The very name of the company encourages users to take ownership and control of their lives and take actionable steps toward their goals. Contrary to the traditional cut-throat business paradigm, Fownders operates based on collective success and reciprocal motivation. They uniquely offer a highly accessible and customizable product that comes with a priceless network of like-minded movers and shakers across various industries. Fownders believes in the strength of the collective, and wants to cultivate a culture of contagious empowerment in business.
CULTURE INSIGHT.
The movement here is multifaceted.
We see a departure from traditional path into business, or more generally, alternative trajectories to success. Now, more than ever, people have the freedom to craft their own lives and forge their own paths. The evolving digital world allows us to fill in the gaps in our own knowledge with an endless supply of information and real-world insights from other, highly experienced and diverse individuals. Online learning academies, social media networks, and diy business tools are the perfect example of how this manifests. People can watch video tutorials, build their own websites, and market themselves on social media. They can connect with others and learn from people all over the world. Expansion and global connection are freeing for individuals who feel stifled or left out of the formerly rigid lifestyle and career tracks.
Fownders is tapping into a rapidly snowballing trend of entrepreneurs working toward common goals and supporting each other’s progress. This goes farther than charity or simple altruism. It is the realization that our success does not depend on others failing; when others do well, it benefits everyone. Fownders is taking on a new world of fearless trail blazers that face failure in order to triumph. This changes the existing framework for competition and requires a deeper connection with one’s authentic self and inner strength. We can see this across social media, with companies, brands, and influencers all encouraging each other and more broadly, people sharing private truths and anxieties about their lives. This approach is proven effective--when companies/brands/influencers encourage each other, they all see growth.
Authenticity: None of these changes can be effective without authenticity. On social media, it is especially easy to fall into the trap of sharing a lifestyle “highlight reel”. This breeds insecurity, unrealistic expectations, and unnecessary competition. When companies/brands/influencers are grounded, clear, and honest, it pays off in the long term. (This has been proven by companies like Patagonia and Outdoor Voices, and influencers like Ruthie Lindsey and Rachel Brathen, and more.)
The current women’s rights movement provides an enormous and exciting opportunity for businesses, entrepreneurs, and individuals to consider how they might adjust to participate in this broader cultural shift. That is, are people of all types and backgrounds being addressed and empowered in the same way?
SOCIAL INSIGHT.
The different aspects of the movements addressed above resonate throughout the social media world. We see users of all kinds sharing stories of how they broke free from other people’s expectations and assumptions about them, companies and influencers holding each other up and helping each other grow, and a viral culture of vulnerability and authenticity. Resulting from this is an attitude of ownership and power. Especially in the entrepreneurship social media spheres populated by individuals like Gary Vaynerchuk, Tony Robbins, and Gerard Adams himself, the belief is that if you work hard enough, you can achieve your goals. This is evident through the use of inspiring hashtags, aspirational photos and mood boards, and motivational instagram captions urging followers to face their fears, take risks, do the work, and believe in themselves.
Being authentic in every tweet, publication, or hashtag is key in creating a successful following. As a business, Fownders has an opportunity to provide resources that help entrepreneurs actually bring their visions to fruition. As a brand, Fownders has a chance to add their own unique voice and assistance to these online spheres.
BRAND ACTION.
The Fownders brand strives to foster a lifestyle of positivity, motivation, and innovation. It is essential that they tap into the varied demographics and levels of engagement among users, and identify a common thread to unify them. Fownders has a built-in network of diverse, successful entrepreneurs and mentors who exemplify their renegade approach to business. Entrepreneurs that have taken the Fownders product, added their own drive, and forged a path to success. Featuring these individuals (and their unique routes to success) gives members an example of the Fownders’ product applied to the real world. Showcasing these “success stories” would demonstrate and reinforce the Fownders mission: to empower entrepreneurs to forge their own path.
In a sense, Fownders wants each of their members’ entrepreneurial venture to be as successful as Fownders is themselves. Fownders also hopes to spur a conversation about how we typically approach business learning and networking, and become a leader in that paradigm shift. By shifting its social media voice to include examples and discussions about people’s different experiences and unique career paths, Fownders can push the company’s social media presence, and ultimately broader perception, from a motivational tone to a more penetrative insight into the life of an entrepreneur.
Throughout all of this, Fownders will continue to be an advocate for individuals and areas who have the potential to succeed but are lacking the resources. By having their base in Newark, hosting events, and partnering with other local businesses to help Newark prosper, Fownders demonstrates their commitment to their mission and the power of collaboration.
BRAND TERRITORY.
Social media and the company website are the two best channels for Fownders to communicate with consumers. Social media platforms are extremely varied and adaptable to suit different needs, which provides Fownders with multiple venues through which to convey its mission and brand identity. Younger users turn to Instagram, Pinterest, and Twitter for current events, inspiration, motivation, and even guidance. Once Fownders establishes its brand identity, it can leverage those social media sites to become a major voice in the entrepreneurship world.
While social media will likely become the main point of entry for users to discover Fownders, its website in turn needs to be clear and effective enough to drive users to engage. The website must correspond with the overall brand identity, feeling connected and strong so the value of the product is the main focus. It is important to clarify Gerard’s role with precision; how does he continue to live through the brand, while smoothly transitioning away to let Fownders exist on its own?
KEY BEHAVIOR.
The biggest shift we hope to create is in the perception of the Fownders brand, which is twofold.
1. Building a strong brand identity and an intuitive website will help the audience understand who and what Fownders is. The importance of this is so individuals know exactly what they are signing up for, and to encourage them to be a part of the community and lifestyle.
2. Distinguishing itself from Gerard’s brand will expand Fownders’ reach and diversify its audience/user base. Gerard is very inspirational, but there needs to be a line between so Fownders can introduce other entrepreneurs like women and minorities for others to be inspired as well.