How purpose powers community at Brandless

Brandless, the direct-to-consumer startup that sells most of its organic, non-GMO “better for you” products for just $3 each, is beginning to test pop-ups and “spaces and places in real life,” as CEO and co-founder Tina Sharkey said in a keynote at NRF 2019: Retail’s Big Show earlier this year.

Sharkey emphasized the importance of direct relationships when building a brand. “The path to purchase is way less important than the path to passion,” she said, noting that meaningful relationships are cultivated after a purchase, not simply to get new customers in the funnel.

Brandless nurtures its community through conversations, collaboration and personal interactions with customers.

“Our brand is about a community that’s steeped in kindness and truth and trust and transparency, and this is how you build relationships," she said. “By connecting people and making it happen.”

Watch the video to learn more.