EP 02: Building a Brand that Reflects True Community with Michelle Cordeiro Grant
There’s a big difference between creating a following and cultivating a community.
And I think it's safe to say that most big brands are only interested in followers.
They want to build big lists.
They want big follower counts.
They want more and more eyeballs on their product so they can sell more.
It’s more about the product than it is about the people.
But what if you want to break the rules, ditch the status quo, and do something bold and different instead?
That’s exactly what my guest today is doing and it’s what’s setting her brand apart.
Michelle Cordeiro Grant founded LIVELY in 2016. Her idea was for a brand of lingerie, loungewear, and swim that was a reflection of its community.
From the beginning, they were committed to creating an ambassador program that wasn't concerned with follower counts. Instead, they focused on women who were living LIVELY’s brand values of self-love and self-acceptance. Quality over quantity was where they hedged their bets.
And, those bets paid off. Between the time that we had Michelle speak at Rebelle Con back in 2018 and the time of this interview in 2020, LIVELY was acquired for a reported $85 million.
Listen to the full episode to hear:
The story behind when Michelle realized there was a gap in the space of marketing and fashion that celebrated women as individuals—and thus LIVELY was born
Why LIVELY’s brand ambassador program celebrates women who are passionate about living a purposeful, competent life rather than by demographics
What inspired Michelle to start the LIVELY podcast, No Makeup Needed
How Michelle pivoted in 2020 from planning to expand retail to launching loungewear and creating content around being comfy at home and how to take care of yourself
Learn more about Michelle Cordeiro Grant:
Rebelle Member Spotlight – Elisabeth Edelman:
Learn more about Shannon Siriano Greenwood:
Rebelle Shout Out:
Blair Imani, author of Modern Herstory; follow Blair on Instagram