“When we stumbled into this, we didn’t know anything about branding. We just knew it was important.” ‘Stumbled into it’ is putting it mildly. As the CEO of StoreBound and creator of the Dash brand of kitchen tools, Evan Dash has built a big brand with a lot of heart. Literally. We discussed all of this and more this week on the On Brand podcast.
Enjoy This Episode Now
About Evan Dash
Evan Dash is the Founder and CEO of StoreBound and creator of the Dash brand of kitchen electrics. He previously was the SVP & General Merchandise Manager for the Home business at Macy’s and served two terms on the board of directors of the International Housewares Association. He has two teenage sons and lives in New York City with his wife, Rachel.
The story behind the Dash brand name. I had to ask Evan about the company’s brand name—which is also his last name. He was reluctant to put his name on his at first as many entrepreneurs are. However, his team brought him and his wife around by sharing everything they could do with this powerful brand asset.
Selling with story. “We’ve always tried to build an authentic brand voice.” As such, the focus of the brand story is key. Evan is quick to point out that this isn’t just about how cool their products and packaging are. It’s about customer stories and what they’re struggling with.
Building a mission-based brand. “We have a simple mission of winning hearts,” Evan shared. How do they communicate this throughout the company? “We’re constantly saying to people, ‘Stop and ask yourself—how is this connected to winning hearts?’”
What brand has made Evan smile recently? Evan had a great story, however, as it spoils a gift he’s giving, you’ll have to listen to the show so we can keep it off the Internet. He also has a “supporting smile” saved for his brand’s Instagram fans because of their heartfelt comments.
As We Wrap …
Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.
On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.
- Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Spotify, Google Play, Stitcher, TuneIn, and RSS.
- Rate and review the show – If you like what you’re hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.
- OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out.
Until next week, I’ll see you on the Internet!