Episode 425: Shannon Race: Secrets to Standing Out in Saturated Markets + Branding and Marketing Insights

Feb 18, 2025

01:08:41

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Do you have a great product idea but worry about standing out in a sea of competitors? In this episode of the Habits and Hustle podcast, I am joined by Shannon Race, co-founder of BioMe and former head of global marketing at Vital Proteins, who shares her insights on building successful brands in crowded markets.

We dive into a range of topics including the importance of product differentiation, authentic storytelling, and leveraging micro-influencers for effective marketing. We also discuss the psychology of packaging design, the evolving landscape of traditional and digital marketing, and the key factors venture capitalists consider when investing in startups.

Shannon Race co-founded bio.me, a pioneering gut health and fiber supplement company, and serves as a board member and strategic advisor for Koia plant-based protein drinks. With over 12 years of experience in marketing and brand strategy, Shannon is currently a Principal at Starshot Ventures, where she leads investment strategy and advises portfolio brands. Shannon has spoken at industry events such as Create & Cultivate, BeautyCon, and BevNET.

What We Discuss:

(01:00) Building Successful Brands in Venture Space

(12:26) Celebrity Endorsement Impact on Brand

(21:45) Revolutionizing Gut Health With BioMe

(30:49) Trends in Wellness and Hormone Therapy

(42:20) Entrepreneur Branding and Market Appeal

(47:26) Elevating Branding Through Packaging and Storytelling

(01:01:56) Enhancing Branding With Micro-Influencers

…and more!

Thank you to our sponsors:

Therasage: Head over to therasage.com and use code Be Bold for 15% off

TruNiagen: Head over to truniagen.com and use code HUSTLE20 to get $20 off any purchase over $100.