Motorcycle Designer Roland Sands on Bikes, Branding and Building Success

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When he's not racing custom-built motorcycles, Roland Sands is designing them. The founder and president of Los Alamitos, Calif.-based Roland Sands Design sits down with Behind the Brand host Bryan Elliott to talk about his journey from professional racer to entrepreneur. With clients like Harley-Davidson and Yamaha and an ever-growing portfolio of products -- from T-shirts and leather jackets to motorcycle parts -- it's been a steep learning curve. Sands says he is constantly redefining his brand. Finding inspiration in nature, graffiti and even Instagram photos, he advises other entrepreneurs to always keep their eyes open to the world around them. 

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