How To Start Up by FF&M

How to build a purpose-led brand, Siff Haider, Arrae


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In today’s episode, we’re joined by Siff Haider one part of the co-founders due behind Arrae - the wellness brand that’s redefining the supplement space with elegant, effective, natural solutions for issues like bloating, anxiety and sleep. Since launching in 2020, Arrae has gained a cult following thanks to its minimalist aesthetic, loyal community, and commitment to solving real, everyday problems - all while standing out in a saturated and often sceptical market.

Stay tuned to hear how Siff and Nish approached brand-building with intention from day one, why storytelling and science go hand-in-hand and what it takes to grow in a crowded category.

Siff's advice: 

  • Founder mindset tip: Have faith in yourself and trust your abilities.
  • Leadership advice: Don’t be ruled by ego; stay flexible and be prepared to change direction if necessary.
  • Motivation lesson: Take one step at a time, steady progress is sustainable progress.
  • Resilience insight: There will always be challenges; this is normal, and you can cope with them.
  • Growth advice: Learn from your mistakes, apply the lessons, and keep moving forward.
  • Perspective shift: Don’t take challenges personally, they’re all part of evolving and growing.
  • Purpose-driven business tip: Think about your primary driver, which hopefully isn’t just profit; purpose will motivate you to keep going.
  • Lifestyle principle: Make personal rules about your life, your fitness, and your happiness and stick to them.
  • Customer connection advice: Communicating with customers will always be worthwhile and deeply satisfying.
  • Workplace culture tip: Create an environment that others will appreciate and thrive in.
  • Branding advice: Be honest and clear in your branding, and always stay relevant to the customer.
  • Inspiration insight: Look for motivation and new ideas in the world around you.
  • Entrepreneurship lesson: If you’re not making some mistakes, you’re not truly pushing yourself or innovating.

FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at [email protected] or DM us on instagram @fallowfieldmason. 

FF&M recommends: 

  • LastPass the password-keeping site that syncs between devices.
  • Google Workspace is brilliant for small businesses
  • Buzzsprout podcast 'how to' & hosting directory
  • Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

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How To Start Up by FF&MBy Juliet Fallowfield

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