Most sellers obsess over product features, but the best brands in the world aren’t built on what they sell—they’re built on who they connect with.

 

In this episode of Built By Business, I break down why your product isn’t your brand—and how to leverage people, partnerships, and storytelling to create something that lasts. From Gymshark’s influencer strategy to Nike’s use of iconic athletes, the pattern is clear: brands grow when people lead the narrative.

 

I also share tactical strategies you can implement right now—whether you're a solo founder or running a full team—to build a stronger presence, drive branded searches, and win in a crowded marketplace.

 

All my resources can be found right here: www.andyisom.com