WELCOME TO

PUTTING IT TOGETHER

PURPOSE

People want more from businesses.

75% of Americans 
are more likely to buy from brands that contribute positively to society.
80% of all CEOs 
declared that purpose is important for their organizations, but fewer than 50%
of those organizations leverage purpose
in an impactful way.
133% outperformance 
of the market by meaningful brands.
21% more profit 
by organizations with meaningful work
Better stuff, fewer dollars, no nonsense.

Brandless was brought to life on July 11, 2017 with the intention of making better stuff accessible and affordable for more people. 

Our mission is deeply rooted in quality, transparency, and community-driven values. Better stuff, fewer dollars. It’s that simple.

Better doesn’t have to cost more.

It all started with a problem: the system by which goods are made, distributed, sold, and brought home is long overdue for a makeover. When products are manufactured today, they don’t go straight to the store.

Traditional brands have a lot of markups built into their retail pricing; like distribution costs, wholesale to retail markups and shelf stocking. They’ll pay breakage fees and face settlement costs. In fact, brands are often asked to pay retailers’ in-store marketing costs, end-capping, and more. And YOU, the customer, end up covering the cost of all these additional middlemen and markups.

That’s why we created Brandless. By building direct relationships with our suppliers and customers from the start, we eliminate all those extra costs associated with inefficient and unnecessary markups. We make high quality products more widely accessible and affordable for everyone.

✓ Build Community

Communities are built from the inside out. We’re building a community within Brandless, and inviting the world to join us.

✓ Cultivate Inclusivity

We learn by and honor each other’s diverse backgrounds and perspectives, knowing it collectively makes us stronger.

✓ Create Trust

We give it, we build it, we cultivate an environment where you can make a mistake and learn from it.

✓ Make it Better

Test and learn. Test and learn. Test and learn.

✓ Be All-In

It all counts. We are courageous, audacious and committed to being a new kind of brand.

Example:

Our Brand Promise

Our entire philosophy is summarized in our Brand Promise, communicated in a way that aligns with voice, and printed on every package we sell:

BRANDLESS PERSONA

The Friendly Facilitator

01
Brandless is the friend who always throws the best backyard BBQ.
02
We’re a rabble-rouser on a friendly mission, who’s always well prepared. We’re clever, kind and optimistic and truly want the best for everyone.
03
Brandless is the friend who always throws the best backyard BBQ.

BRANDLESS TONE

Playful & Relatable

While we take our mission seriously, our brand voice is also fun! Brandless speaks in a playful, conversational way that is approachable and relatable.
BRANDLESS IS
Kind
Clever
Fun
Direct
Optimistic
Knowledgeable
BRANDLESS IS NOT
Cheesy
Snarky or Critical
Frivolous
Dry
Unrealistic
Preachy

BRANDLESS HUMOR

More Clever than Funny

01
Humor in the Brandless voice is nuanced.
02
It can be a great way to connect with people, but we don’t try too hard (remember, being real and authentic are core to us).
03
While humor can be used appropriately, we focus on speaking conversationally and in a genuine way.
04
And, an important note: we are never snarky or negative. Remember what your mama taught you: “if you don’t have something nice to say, don’t say anything at all.”

PURPOSE

Giving back every day.

PURPOSE

People who know about our give back program are…

Over 15% more likely to recommend Brandless to a friend.
Purchase over 80% more frequently.
80% of Brandless employees report they value our genuine commitment to social impact.
Out in the world, when we all get involved, we have the power to make good things happen. I'm investing in Brandless to help create good. To help create a future where everyone can afford better.
Steph Curry
@StephenCurry30
Out in the world, when we all get involved, we have the power to make good things happen. I'm investing in Brandless to help create good. To help create a future where everyone can afford better.
Steph Curry
@StephenCurry30

Jennifer Aaker

General Atlantic Professor of Marketing

 

© 2019 Stanford Graduate School of Business

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