How to Build a Successful eCommerce Brand (E110)

In episode 110 of The Business of eCommerce, Charles talks with Ben Wieder, the co-Founder of Chassis. They discuss what it takes to build a successful eCommerce brand in 2020 and what steps to take to grown to be a truly great brand. Bio: Ben Wieder is the founder of Chassis, the first and only premium men’s care line specifically formulated for better performance "down there”, keeping guys fresh, dry, and friction-free all day long. He's a branding expert, a published author, and is also an owner in Level 6 Marketing, a full-service brand performance agency. Sponsors: Drip – Get a free demo of Drip using this coupon code!Spark Shipping – eCommerce Automation Links: chassisformen.com level6marketing.com Transcript: Charles:                        00:00                This episode of the Business of eCommerce I talk with Ben Weeder about how to build a truly great brand. This is the Business of eCommerce, Episode 110. Welcome to the Business of eCommerce. The show that helps eCommerce retailers start, launch and grow their eCommerce business. I'm your host, Charles Palleschi and I'm here today with Ben Weeder. Ben is a founder of chassis, a men's skincare product. Ben is also a branding expert, a published author and the owner of level six marketing, a full service brand performance agency. I asked, Ben on the show today to talk about how you can build a truly great brand. So, Hey Ben, how are you doing today? Ben Wieder:                 00:43                Great, Charles. Thanks. Thanks for having me. Charles:                        00:45                Yeah, awesome to have you on the show. So it kind of kept it short in the intro, but can you explain what chassis is? Kinda just throw it at a men's product, but I think you'd be better equipped to explain that one. Ben Wieder:                 00:56                Yeah, well, I appreciate it. Yeah. So, so chassis we've really transformed that men's grooming really for, for hundreds of thousands of men at this point. And you know, if you look at the men's grooming space, you know, there's, there's a clearly defined roles for, you know, shaving obviously is a very familiar thing. You know, fragrances, things of that sort. But there's one area that we recognize when we launched in, in late 2015 and that was the area of what we call. And our tagline is man care for down there basically powder for guys. Guys had been using powder to prevent sweat and odor and chafing for hundreds of years actually. And but they've always been using products that weren't actually designed for that purpose. Many times it's baby powder. Sometimes it's you know what they would call medicated powder. Ben Wieder:                 01:50                A lot of you know, people are familiar with that term. Usually it smells either like a baby or an old man. It usually doesn't work great. It works okay. So we had this idea, you know, could we make a better powder and then could we build a brand around it? And that's what, that's what chassis is. So this is actually a habit. Just a, anyone wants to see that's there's one of our products. This is our, our ice powder. And this is a extra cooling one. I just haven't had sitting around and but you know, that's, that's kind of what it is. We have a couple of other products. We have a shower primer and a a restoration cream that compliment the powders as well. And you know, it's been going great. Charles:                        02:29                It's funny, a lot of guys use baby powder. It's one of those things like the locker room at the gym, it's like, Oh, that guy smells like a, you know, like a three year old, which isn't, Ben Wieder:                 02:37                Yeah, yeah, that's exactly right. And so we had a theory that guys, if we were upfront about it, if we just had an honest conversation in a very mature way, not sophomore, that they would respond really well to it. And, and, and it's