Many startups become so focused on building product, launching fast and fundraising, they neglect to hone their Brand Purpose which can rob them of a growth strategy and consistent messaging across all touch points. Brand Purpose is essential whether founders are seeking salability or scalability. And when Brand Purpose becomes an after-thought it can lead to costly errors and false starts.
I help founders reconnect with their “inside story” – their WHY – in single-minded, authentic, intimate and inspiring ways that help inform everything they do from fundraising to marketing to building their brands presence.
I also help founders “see around the corner” and challenge them think about their brand values in ways that create differentiation and sustainability.
My most recent roster of mentees includes:
The Plunge is the wedding site geared towards guys. As your unofficial best man, they tackle the things men really care about - selecting the perfect engagement ring, planning a kick-ass proposal, getting some awesome gifts for his groomsmen, and organizing a honeymoon so amazing you may never come back. This is probably the most adult (and definitely the most expensive) thing a guy has ever done. With the help of the Plunge, guys get every detail right with no stress. www.theplunge.com
Founded by Harper Poe, Proud Mary began in 2008 after she spent time in South America working with Habitat for Humanity. Proud Mary explores age-old traditional crafts around the world to understand the unique techniques, processes, and culture of artisans. This deep understanding and commitment to traditional craft allows Proud Mary to design and produce quality hand-made goods that retain authentic production techniques, while also expanding market access and creating lasting economic impact through job creation. Proud Mary bridges the gap between fair-trade and on-trend fashion and design. www.proudmary.org
AnaOno designs lingerie and loungewear specifically for women who've had a mastectomy, breast reconstruction, breast surgery or live with other conditions that cause pain or discomfort. AnaOno’s collections of bras, panties and apparel are created and constructed to address their specific needs; needs not met by traditional lingerie brands. These women have difficulty wearing traditional lingerie because surgery has significantly altered their body. They no longer have the natural breasts for which mass market and traditional lingerie is designed. www.anaono.com
Heartful.ly. The wedding registry for charitable giving. Founded by Kate Glantz, hearful.ly on the belief that most couples don’t want – or need – more stuff. Instead, the philanthropic is making the world a better place, one celebration at a time. Couples select a project that is meaningful to them and their guests can purchase registry “gifts”, which are actually donations that reflect real items in the project’s budget (like bricks or cement to build a school, for example).
Through the platform, couples can literally share their love with the people and places that need it most and build a legacy to grow alongside their marriage. Heartful.ly partners with nonprofit organizations in the U.S. and around the world to profile important work in need of funding.
Whether responding to emails, offering insightful feedback, or processing (and then improving) how you deliver your brand's story, Robin is all hands on deck--all the time. She has decades of experience creating and scaling brands, and a deep understanding of what motivates and inspires customers across industries and demographics. She gave me the courage to be bolder and more authentic in defining the voice of my company and it has positively impacted the business and my confidence as CEO.” - Kate Glantz, Founder heartful.ly. www.heartful.ly
Turn on The World. Host a Radio Station from the palm of you hands. This is Radio for the Streaming Generation
“Thanks again for taking the time to get to know us. We are excited about the way you have us thinking now. Jace and I feel lucky to have met you. We have a giant vision here and we know it takes a team to see it through.” - Ryan Star Kulchinsky, Founder, Stationhead
Soko works intersection of fashion, design, technology, and international development. This San Francisco-based high-impact, mobile marketplace empowers African artisans to sell their work around the world without a computer, a bank account, full Internet access—or even reliable electricity.
“I'm so thankful for everything you've done for me and Soko. Truly, truly appreciate you and the incredible insight and creativity you are brining to Soko. Your mentorship and belief is one of the main things that has kept me going during this very trying and crazy time.” - Gwen Floyd, Founder Soko. www.shopsoko.com
“Robin's best practices have helped Gwen untangle Soko's identity and communicate its story with confidence. It has permanently changed the way Soko thinks about its brand. The project’s impact is of critical importance to all of us and the two of you have nailed this.” - Pradeep Suthram, Director, Product Experience RippleWorks Foundation – Funder of Shop, Soko
Platform allowing lens users to access their correct prescription and visual solution whenever and wherever they need it
"Working with Robin has been very useful to develop a human, authentic and real brand that if executed correctly can without question transcend, inspire and do good. She has been a great guidance and a great coach. Always available and willing to help. We now have a brand that we really love and which we really believe in. Go Robin, go LECO! Warm hugs from Mexico City." -Mauricio Diaz Arellano Curts, Founder, www.leco.mx
Mentor in this widely-respected program that supports the economic empowerment of women entrepreneurs and their families through access to affordable loans, business education and fellowships and mentoring and networking opportunities. http://www.toryburchfoundation.org