This Famous Brand Offers a Playbook for Using Community to Scale, Fast

It’s not easy to get attention for a new CPG brand. Here’s how Liquid I.V. did it at the very beginning: “Community, community, community,” says CEO Mike Keech. Check out his playbook.

Jeff Staple, Seth Phillips, & Chriselle Lim for Liquid I.V.
Image Credit: Blair Caldwell

Start small 
Liquid I.V. seeded product with a large network of micro-influencers — real people with real, engaged audiences — to build trust and authenticity. And they’re affordable, so you can use lots of them to expand your reach. 

Let the community do the talking
As your audience grows, get your early fans to post reviews, testimonials, and anything that tells people, “I tried this, and it works.” (You can test a variety of incentives: sending free product, offering discounts, amplifying their posts on your socials, etc.) The more voices talking about your product, the more credible and discoverable you become.

Focus on real users, not celebrities
Celebrities may have reach, but they don’t always have trust. Everyday consumers who genuinely use and love your product can be more believable than big names.

Related: How This Legacy Media Brand Turned Community Impact Into a Competitive Advantage — and How Your Business Can, Too

How to brag without looking like a jerk

Did you hit a major milestone? Wondering if you should share it on social? The answer is yes, do it! Just not every day.

Here are three ways to make your post more valuable and gracious:

1. Frame it as gratitude.
   Why are you sharing? It’s because you’re thankful — since without your customers, this wouldn’t have happened. You all accomplished this together.
2. Make it a teaching moment.
   Don’t just say, “We hit $1 million in sales!” Instead, say, “We hit $1 million in exactly one year — here are three things I learned that might help you.” People love success stories when they come with actionable insights.
3. Share the struggle.
   Even more relatable than celebration? “We hit $1 million, but here’s what nearly killed us along the way.” Vulnerability makes success stories truly inspiring.

Related: How to Get Your Business Noticed (and How to Brag About It)

Don’t make this hiring mistake

Ready to make your first big hire? It’s tempting to hire someone with a killer resume who’s worked at the huge brands you admire. But be warned: They may not have the stamina for startups, or the instincts for thriving with small budgets.

Instead, optimize for scrappy experience. For executive roles, either promote from within or only hire people who did exactly what you need them to do for a very similar company, at a very similar size.

Does this mean your search will take longer? Yes. Will this save you money and time in the medium-to-long run? Absolutely.

Related: Founders Are ‘Generally Absymal’ at Hiring — But Can Take 6 Steps to Be Better