How to Use Your Brand Story to Scale DTC Profitably

In this episode of the Free to Grow CFO podcast, host Jon Blair, founder of Free to Grow CFO, engages in a deep dive into scaling a DTC brand with a profit-focused mindset alongside Chris Lang, co-founder of Fresh Chile and a client of Free to Grow CFO. Chris shares his entrepreneurial journey, from struggling to find his path through multiple universities to launching a successful creative agency and several businesses, including Fresh Chili. During their discussion, Jon and Chris explore the importance of storytelling, authenticity, and creating a brand that stands for something in today's crowded market. Additionally, they discuss some strategic aspects of running a DTC brand, such as insourcing versus outsourcing production and marketing, addressing seasonality in business, and integrating personal faith into business operations. The episode provides insightful tips for DTC brands on crafting a compelling brand story, connecting with customers authentically, and strategically navigating challenges to scale profitably.

Meet Chris Lang

Chris Lang is a creative entrepreneur from Las Cruces, New Mexico. His focus on brand development and business strategy has helped launch multiple Shopify brands across the apparel, food, and wine industries, generating over 8 figures. Fresh Chile is now in the top 10% of all Shopify stores. He is working on donating over 1,000,000 meals to his community (currently 500,000).

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00:00 Welcome to the Free to Grow CFO Podcast

01:30 Introducing Chris Lang: A Serial Entrepreneur's Journey

04:46 The Power of Storytelling in Business

09:20 Crafting a Compelling Brand Story for E-commerce Success

14:24 Creative Strategies and Authenticity in Marketing

21:26 Navigating the Creative Process: Insights and Tips

27:13 Outsourcing vs. Insourcing Creative Functions in DTC Brands

30:02 Unlocking Business Growth: The Importance of Knowing Your Numbers

31:40 Outsourcing vs. Insourcing: Finding Your Business's Strengths

33:32 Maximizing Agency Relationships: Tips for Brands

35:20 Navigating the Challenges of Creative Agency Collaboration

38:47 In-House Production and Fulfillment: A Deep Dive

44:34 Seasonality and Scaling: Strategies for Year-Round Success

51:58 Faith and Business: Integrating Core Beliefs into Your Brand

56:31 Closing Thoughts