The Best Platform to Build a Brand Starting from Scratch: Natalie Ellis

In a recent episode of the Creator Science Podcast with Jay Clouse, featuring Natalie Ellis (co-founder of BossBabe), Ellis delved into a variety of topics ranging from choosing the best platform for creators starting from scratch to balancing personal branding with a business, and building a sustainable product strategy and how to build a brand on social media.

Below, we break down some of her most valuable insights into actionable takeaways for aspiring creators and entrepreneurs.

The Changing Landscape of Social Media

Natalie reflects on how social media, particularly Instagram, has changed over the years:

• It’s more competitive now: Years ago, growing a presence on Instagram was much easier. You didn’t need a niche or a well-thought-out content strategy. Today, however, attention spans are short, and you must hook people in milliseconds.
  
• Content saturation is real: With more people creating content, there’s a lot more competition for attention. It’s not impossible to grow, but it requires more effort than ever before.
  

“You didn’t have to have a specific niche or be a content machine… now you do. We are competing for attention in a way that we never had to before.”

Which Platform is Best to Start From Zero?

Ellis candidly shares her thoughts on which platform she’d choose if she were starting from scratch today. Her advice is simple yet profound:

1. Choose based on where your ideal audience is: First and foremost, think about where your potential clients or audience members are spending their time.
   
2. Build the “know, like, and trust” factor: Look for platforms that allow you to build a strong connection with your audience quickly.
   
3. Minimize effort, maximize output: Focus on creating content that has a long shelf life, such as YouTube videos or podcasts. These platforms allow you to create evergreen content that will continue to attract viewers over time.
   

“If I was starting from zero again, I would probably go with YouTube… You create one video that has a long shelf life and brings in an audience over time.”

Building a Personal Brand to Support a Business

Ellis has spent years focusing primarily on building BossBabe, often neglecting her personal brand.

However, she now recognizes the power of personal branding in supporting her business.

• Personal brand drives business results: Even though she has fewer followers on her personal accounts than on BossBabe, Ellis has found that her personal brand drives a significant amount of leads and conversions for the company.
  
• People buy from people: Building trust is easier with a personal brand. Brands themselves take longer to build up trust, but once that trust is there, it becomes powerful.
  

“I neglected my personal brand for years… but people buy from people, and personal brands make it easier to build that trust.”

Ellis emphasizes that personal brands can coexist with a company brand without detracting from it:

“BossBabe is a brand in itself… People don’t see BossBabe as Natalie and Danielle anymore. They see BossBabe as its own entity, with us bringing our own uniqueness to it.”

The Importance of Clear Roles in a Business Partnership

Natalie’s partnership with Danielle Canty, her co-founder at BossBabe, has been instrumental in the company’s success.

She outlines some key takeaways for those thinking about going into a business partnership:

• Complementary skill sets: It’s essential to partner with someone whose skills complement yours. Together, you should be able to build something better than you could on your own.
  
• Treat partnerships like a marriage: Business partnerships are similar to marriages. They require a lot of work and effort to maintain. If the partnership fails, the business may fail too.
  
• Have upfront discussions: You need to have clear conversations about roles, contributions, and how decisions will be made. These can be uncomfortable conversations, but they’re crucial to success.
  

“Think of the business as a baby… and the health of that baby will depend on the health of the relationship between the partners.”

How to Approach Compensation in Partnerships

Ellis advises creators to have honest conversations about money, especially when starting a business with a partner.

Money can often become a sticking point in partnerships, and it’s crucial to set expectations early.

• Align on contributions: Decide how compensation will be determined based on each partner’s contributions.
  
• Don’t default to 50/50 splits: Even if both partners are starting from scratch, a 50/50 split may not always make sense. Consider factors like the amount of time and effort each person is putting into the business.
  

“If one person is working full-time in the business while the other is only working a few hours a week, it wouldn’t be fair to split things 50/50.”

Product Strategy Masterclass for Creators

After years of experimentation with product strategy at BossBabe, Natalie has developed a clear framework that she recommends to creators:

1. Start with an Ascension model: Get clear on what the customer journey will look like. Where does the customer start, and what do they buy next? Businesses that can resell to customers over and over are often the most successful.
   
2. Decide where to start: You could start with a higher-ticket item that appeals to fewer people but helps you gather data, or start at the beginning of the journey with a lower-cost product. Either way, you must have a plan for where the customer is going next.
   
3. Distribution is key: It doesn’t matter how great your product is if you don’t have a strategy for selling it. Think about your distribution channels before you create the product.
   

“It’s all well and good having a great product idea, but how are you going to sell this thing? If you don’t have a clear plan for distribution, you’ll end up spinning your wheels.”

Prioritize One Product at a Time

Ellis advises creators to avoid the temptation of building too many products at once. Focus on perfecting one product before moving on to the next.

• Sustainability is key: Only move on to building the next product once your first product is running sustainably—meaning it’s consistently attracting customers and generating revenue.
  
• Avoid shiny object syndrome: Jumping to the next thing too quickly can lead to a decline in performance for your existing product, leaving you back at square one.
  

“Focus on making one product sustainable before moving on to the next. Otherwise, you risk spreading yourself too thin.”

Building a Team to Support Your Products

One of the key differences between Natalie’s approach and that of many other creators is her focus on building a team.

She emphasizes that creators don’t need to do everything themselves and should think like entrepreneurs.

• Hire for growth: As soon as you can, start outsourcing tasks that aren’t directly moving the needle in your business. Focus on high-value tasks while delegating others to team members.
  
• Assign product ownership: Each product or channel within the business should have its own owner. This allows you to step back and focus on new projects, while the existing ones continue to thrive.
  

“You don’t have to run everything yourself. Build a team, delegate, and focus on what moves your business forward.”

Collaboration: When and How to Prioritize It

Ellis also touches on the importance of collaborations, but advises creators to be strategic:

• Follow your North Star: Every decision should be weighed against your primary goal, or “North Star.” If a collaboration will help you reach that goal, consider it. If it will distract you, it may be worth passing on.
  
• Learn to say no: Not every opportunity is worth pursuing, and sometimes, turning down collaborations is key to staying focused on your goals.
  

“You have to be willing to turn down opportunities in order to stay focused. It’s not about leaving money on the table, but rather about staying true to your path.”

Final Thoughts

Natalie Ellis’ insights offer a wealth of actionable advice for creators and entrepreneurs.

Whether you’re starting from scratch on social media, considering a business partnership, or building a product strategy, the principles she shares can help guide you toward long-term success.

(Source: The “Creator Science Podcast” with Jay Clouse, featuring Natalie Ellis)