Should Your Brand and Brand Partners Share the Same Values?

In this episode…

What are your e-commerce brand's values? Do you know the values your brand partners hold? Are they aligned?

Lindsey Wilson, the Founder and CEO of OWL Venice, is Dean Dutro's guest in this episode of the Relationship Commerce Podcast. Dean and Lindsey talk about the importance of working with partners that share the same values as your e-commerce brand. Lindsey also talks about her system of adding new products to her brand line, working with influencers, and managing a growing team.

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Lindsey WilsonLindsey Wilson is the Founder and CEO of OWL Venice, a health and wellness brand located in Venice, California. Standing for One Whole Life, the company offers chicken, turkey, beef, and vegan mineral elixirs. Their broth elixirs are hand-crafted in small batches, using high-quality grass-fed, organic bones, and organic herbs and vegetables, all sourced weekly from local farmer’s markets. Their recipes are seasonal and vary every week depending on what is available locally. 

Before starting OWL Venice, Lindsey worked as a freelance photographer, graphic designer, and web designer as well as the marketing manager for a women’s footwear company.

Why You Should Have Brand Partners With the Same Values as Your e-Commerce Brand

As you work towards growing your e-commerce brand, you’ll have to think about entering brand partnerships with other organizations or individuals. When you decide to do this, it’s important to find partners who share the same values as your organization. 

The values you promote during your marketing campaigns should be used to attract the right audience for your brand. This will help you sustain your business and determine the trajectory of your brand. Your messaging should connect with the right people and send out the right kind of message to them—that is, the message that gets them to act.

The team at OWL Venice makes a point of searching for the right partners to work with to promote their brand. OWL engages with social media influencers to help market their e-commerce products and spread the word about the company online. They’ve also had celebrities endorse their products—without having to pay or sponsor them.

How to Integrate New e-Commerce Products Into Your Business

After starting OWL Venice, Lindsey Wilson worked on growing her company until they were getting consistent revenue online before introducing any new products to her customers. At that point, she introduced skincare products as well as supplements into the company's product line.

Although Lindsey had been creating skincare products before starting OWL, she waited until her company was ready before introducing them. They prepare the products in-house and in small batches to ensure that their core products are not impacted.

This is a great strategy you could use to introduce new e-commerce products into your product line. Refine your strategies as your market and grow your brand, and once the business starts getting consistent revenue, start selling something of additional value to your customers.

Why You Should Focus More on Leading Your Team as Your e-Commerce Brand Grows

When you’re starting your e-commerce business, you may end up handling every aspect of the work behind the scenes—and biting off more than you can chew. Most entrepreneurs do this. You handle inventory, sales, finances, and marketing. You are the expert in your business and the one behind its success.

However, as your e-commerce business continues to grow, it’s essential to find and hire the right people to join your team. They should be experts in their fields and help you achieve your goals so that you can focus on the bigger picture. You then have to transition from being the sole expert in the company to leading your employees in the right direction. 

According to Lindsey Wilson, this transition process takes time. Her advice is to put effort into understanding your team and their challenges so you can lead them effectively. Every person is different, so it’s important to learn more about your employees and adopt the right management style for them.

Resources Mentioned in this episode

Sponsor for this episode...

This episode is sponsored by Worth eCommerce.

Worth eCommerce is a small mighty team of eCommerce email marketers who help businesses of all sizes dramatically grow revenue with lifecycle email marketing. It is made up of copywriters, designers, strategizers, and marketing extraordinaires who specialize in nurturing relationships and guiding sales through the sheer power of email.

Worth eCommerce's sole focus is creating a lasting relationship between eCommerce sellers and their customers through the most personable form of digital connection: email. Businesses that send personable, interesting, and helpful emails earn the trust and continued business from that same customer. 

Worth eCommerce’s mission is to help small medium-sized e-commerce businesses generate more than a million dollars a year each in revenue using their own marketing channels.

To learn more about Worth eCommerce, visit

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