08: The Luxury Eyeglass Company That Found It’s Success Through Strong, Personal Branding: DAVID KIND Eyewear

Today, Amy Selbach is interviewing an old friend of hers, David Barton! They met years ago on a ski trip and bonded over their mutual love of travel, outdoor sports, and knowledge of international markets. David is the founder and CEO of DAVID KIND, an eyeglass company that sources premium materials and works alongside exceptionally skilled craftsmen to bring exclusive designs to life. They use traditional techniques with the latest developments in computer-aided manufacturing to create some of the finest quality eyewear in the world.

 

In today’s conversation, Amy and David talk about what it takes to build a product-based luxury consumer brand, and the courageous action he’s taken to build a successful brand from the ground-up — including the very first investment he had made in the business that really required acting in spite of fear! David also shares how he has reached out to influencers to help establish his brand and drive sales, the steps he took early on when reaching out for financing for his business, and how his brand story has developed over the years. This episode is full of great insights — so don’t miss out!

 

Key Takeaways

[:45] About today’s guest, David Barton!

[2:13] Amy welcomes Dave to the podcast.

[2:51] Dave gives the quick story of his life up to this point in time.

[5:00] Dave shares one of his moments of 20 seconds of insane courage and how it changed his life!

[6:51] What was the first expenditure Dave made for his brand, DAVID KIND?

[8:07] Dave speaks about his experience with figuring out the “how” of digital marketing and making his first investment in it.

[9:25] In terms of taking his first steps, what were the circumstances present that made David act and initially start his business?

[11:27] How Dave established a different kind of positioning, filling in a gap in the market.

[12:43] What were some significant pieces early on that helped Dave’s brand really take off and really drive sales?

[14:07] When reaching out to influencers, did they work with an agency to get in touch or did they cold call?

[16:18] Dave speaks about another moment of insane courage after his business took off.

[18:13] What are some of the fears Dave feels on a daily basis and how does he act in spite of them?

[19:51] Did Dave ever see himself as an entrepreneur when he was working for other brands?

[20:43] Why being clear on his “why” has helped him overcome fears associated with his business.

[21:25] Why does an economic downturn tend to impact luxury brands the most?

[23:08] In terms of their positioning, are they still focusing on the ‘styling’ aspect of their product?

[23:59] Dave describes what the step of reaching out for financing for his business looked like.

[25:15] How Dave’s threshold of tolerance for risk has increased since becoming an entrepreneur. Would he have considered himself high-risk in the beginning?

[25:55] Dave shares the kind of risks that, 10 years ago, he could have never imagined taking within his business!

[27:41] Does Dave have any moments where he took a risk and it didn’t turn out well?

[31:08] Dave shares a moment where he stood up for himself in a tough situation.

[33:40] How has Dave’s brand story developed over the years? How does he leverage it?

[40:00] Dave gives his thoughts on product margins and common complaints regarding it.

[44:40] Are there different qualities of lenses? Or are you simply paying more for the brand name and designer frame?

[47:29] David’s tips for those wanting to build a strong brand of their own in the consumer product category?

[51:30] What is something Dave wishes he would’ve known as a child coming up in the world, that he would like his son to know?

[52:47] Where to find DAVID KIND online!

 

Key Highlights:

• What inspired David to follow through with his business idea and keep his motivation up.
• How David has worked with influencers to help boost sales and popularity!
• David provides tips for those wanting to build a strong, confident brand in the consumer product category.
• Why being clear on your “why” will help you overcome your fears associated with your business!

 

Mentioned in this Episode:

DAVID KIND

The Alter Ego Effect: The Power of Secret Identities to Transform Your Life, by Todd Herman

Gary V.

 

Connect with my Guest!

David’s website: DAVID KIND

DAVID KIND’s Social Media: Facebook, Instagram, and Twitter

 

Hey listeners! Do you want to get your story out into the world in a really big way?

Visit AmySelbach.com/BrandStory to access my free, one-hour brand story planner! In under an hour, you can have a beautifully crafted brand story to use everywhere! Your brand story should be on your website, your packaging, and at the beginning of any presentation you give. A brand story is crucial for pitches to the media, brand deals, podcasts, and investor decks. Not only that, this formula can be used for brand case studies, testimonials, and ad copy.

 

Follow-up with Me!

If you want to get more resources on marketing, branding, content strategy and building a business, you can follow me over on Instagram @AmySelbach or at AmySelbach.com!

 

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