Here you'll find the things and events that inspire and shape the work of New York-based advertising copywriter Katja Bartholmess. A trend spotter, fashion friend, globetrotter and party host, she promises to entertain and delight. -- Tends to be opinionated, so read at your own peril.

Branding Lessons from Brands I Love #3

For this monthly interview series, I have been talking to beauty, fashion, and lifestyle brands that have a firm place in my heart and a firm grasp on how to put their products and services front and center of their audiences.

Today's brand: YES TO, Inc

Ido Leffler, co-founder and -- as it is written on his business card -- Chief Carrot Lover of Yes To Carrots, takes "living your brand" to the next level. When I met him first at beauty conference COSMOPROF in Las Vegas, the carrot theme in his attire was subtle but hard to miss. From shirt to tie to smartphone cover, everything boasted the friendly, orange color of the carrot. I love their shampoos and conditioners and I really love that they have a social consciousness -- as someone who's never forgotten her days as a passionate school gardener, I'm particularly fond of their school garden partnerships. Let's hear what Ido has to say about their approach to branding:

COPYGOLD: What do you do to keep your brand current and  relevant to your customers?

Ido Leffler:
The most important thing we do is to bring the customer into the equation form the beginning. Our customer IS part of the family and they know that they can help shape what we do as a company. 

As the brand has grown from 16 stores to 28,000 we have always kept the customer in the loop every step of the way. I still chat with our VICs, our Very Important Carrots every day! -- A Very Important Carrot is someone we choose based on how they communicate with us and how much love they show the brand. There is no scientific way to choose a VIC, however, we and they see and feel it like love at first sight. Customers help us with product suggestions, improving our formulas, and even giving us ideas for copy on our packaging!

COPYGOLD: What are your favorite ways to communicate with your customers and what do you plan on trying out in the future? 

Ido Leffler: I love Facebook, personally and professionally, and I tend to spend my weekends checking out all of the comments on the Yes To Carrots Fan page. I'll reach out directly to people that make comments I love, or to directly address any concerns if they come up. However, face-to-face interaction is always better! In the future, I see us holding national summits for our most loyal fans, Carrot Lovers and VICs. Who knows maybe on a cruise ship??

COPYGOLD: What is the most important lesson you’ve learned about building a brand? 

Ido Leffler: Always stay true to who you are as brand. Yes To's voice, energy and culture are the basis of who and what we are. I think we will be truly successful if we are able to keep that fun, vibrant spirit as we continue to grow and evolve.

P.S. If you want to talk to me about building your brand -- branding strategy, social media, and copywriting -- you can write to me at or call me at (917) 365 6106. I look forward to hearing from you!

Anonymous wrote 6 years 49 weeks ago

Thank you Copygold, very

Thank you Copygold, very helpful and always great to see inside of our favorite brands

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