Building an Authentic Brand with Brian Smith

Brian Smith is the Founder of UGG Australia, a brand that started from humble beginnings and went on to become a multibillion-dollar global icon. Since then, Brian has become one of the most sought-after speakers and business leaders in the country. In addition to publishing books and publications, he presents on topics such as team building, company culture, and growth challenges both through the lens of his vast experience and the school of hard knocks that he experienced while growing up. He combines this with his spiritual approach towards creating the future of business today.

What does it take to build an authentic brand? Does the secret lie in the name of your company? Is it based on your customers? Or maybe the volume of sales you make?

Having spent the first three years of running his footwear business seeing low sales, a candid talk with some of his target customers made Brian Smith realize that he had been using the wrong marketing strategies to promote his products. He made a quick shift to make his brand authentic and relatable to his target audience, and this led to massive growth. 

In this episode of the Innovations and Breakthroughs Podcast, Rich Goldstein interviews Brian Smith, the Founder of UGG Australia, about building an authentic brand. Brian talks about his entrepreneurial roadmap, the lessons he learned from starting and scaling the UGG brand, and the role spirituality plays in his decision making. Stay tuned.