20 Aug The Secret Sauce to Building Multi Million Dollar Brands

The Secret Sauce of Our Success: My Marketing Journey as a Founder and Rainmaker in the Health and Wellness CPG and Nutraceutical Space

By Brent Hauver

*Please see the note at the end of this post for further details on the brands and/or trademarks mentioned and our team’s involvement in their success stories.

Starting The Marketing Journey

Before stepping into the world of health and wellness, I cut my teeth in the tech industry as the Regional Sales and Marketing Director for *WordPerfect. This foundational experience armed me with the strategic growth tactics that I would later apply in the wellness space.

My personal journey into health and wellness began when health issues led me to deeply explore natural healing. As I restored my health, I became a raw food vegan, opened a health food store, and dove into the intricate world of herbs, nutrition, nutraceuticals, and diet. I became a master herbalist, did extensive cleansing, and learned every detail about the health and wellness and natural healing industry—products, target markets, customer needs—you name it. I also embarked on a mind-body-spirit journey, focusing on emotional healing and holistic practices, which became core to my approach. No one knows this space like I do.

Bleeding-Edge Digital Advertising, Marketing, and Hiring the Right Rockstar Team

Building on that foundation, I launched *Sunwarrior, where I served as both founder and Chief Marketing Officer. The secret sauce that propelled Sunwarrior into a multi-million dollar brand in just three years was our ability to combine strategic marketing with a compelling brand story and mission. We developed what I call an “archetype marketing brand” or a “story marketing brand”—where the logo, unique selling proposition, and brand story were all perfectly aligned. We crafted a marketing plan that targeted the right market, demographics, and psychographics, positioning Sunwarrior as the leader of our tribe and creating a movement that inspired unwavering loyalty.

Next came a consumer packaged goods (CPG) brand. Leveraging everything I learned from Sunwarrior, I built a marketing team and a scalable engine that drove explosive growth. As both an owner and Chief Marketing Officer, I scaled this CPG brand from zero to several million in sales within four years. The success lay in mastering bleeding-edge digital marketing and advertising technology: Amazon commerce, email marketing, influencer marketing, social media marketing, and creative content strategies all came together in a cohesive plan. We secured deals with major retailers like Costco and Walmart while ensuring our brand messaging resonated with the right audience.

Then, I turned my attention to *Ujido, leading the launch and rapid growth of this matcha brand. We hit $3.5 million in revenue within just six months by once again applying an integrated approach—fusing Amazon strategies, social media marketing, influencer partnerships, and a story-driven brand narrative. By aligning the brand’s identity with our target market, demographics, and psychographics, we quickly established a loyal community and became leaders in the matcha space.

The Secret Sauce that Moved the Needle Across All Brands:

• Comprehensive Brand Storytelling: Crafted compelling brand narratives that resonated deeply with the target audience, building strong emotional connections.Mission-Driven Marketing: Focused on a clear mission that aligned with the values of our tribe, creating a movement and inspiring loyalty.
• Bleeding-Edge Digital Marketing and Advertising Technology: Leveraged cutting-edge tools and platforms, including digital advertising, influencer marketing, email marketing, social media marketing, Amazon commerce, and advanced analytics to stay ahead of the curve and drive maximum results.
• Integrated Marketing Strategies: Combined digital marketing, influencer marketing, Amazon commerce, email marketing, social media, multimedia, and creative content for a cohesive and powerful marketing approach.
• Tribe Leadership: Positioned each brand as a leader within its community, focusing on tribe-building to foster loyalty, engagement, and brand evangelism.
• Data-Driven Targeting: Developed marketing plans with precise focus on the right market, demographics, and psychographics to ensure targeted messaging and maximum impact.
• Archetype and Story Marketing: Built out archetype marketing brands—or what we call “story marketing brands”—where the logo, unique selling proposition, and brand story were perfectly aligned for a cohesive brand identity.
• Agile and Scalable Marketing Models: Built adaptable marketing engines and teams that could scale rapidly, allowing us to outpace competitors and maintain our momentum.
• Strategic Partnerships: Secured deals with major retailers like Costco, Walmart, and others, expanding market reach and visibility through key relationships.
• Holistic Understanding of the Market: Leveraged deep knowledge of the health and wellness and natural healing industry, including expertise in herbs, nutrition, and customer needs, to craft products that truly stood out.
• Mind-Body-Spirit Alignment: Incorporated practices that emphasized holistic well-being and emotional health, creating brands that represented more than just products—they represented a lifestyle and commitment to overall health.
• Relentless Focus on Innovation: Continuously refined and evolved strategies, embracing bleeding-edge digital marketing, advertising technology, and operational efficiency to stay ahead of industry trends.
• Hiring the Right Rockstar Team: Assembled elite teams with the right talents and expertise, ensuring that creativity, execution, and innovation were always at the forefront.

Conclusion

These elements combined to create brands that not only achieved massive growth but also established enduring legacies and loyal customer bases.

If you’re looking to replicate these results, remember that the key lies in combining everything above. Don’t forget the importance of strategic investments with a deep understanding of your target audience and crafting messages that resonate with THEIR needs. 

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*The brands mentioned do not directly endorse RAVibes. The success stories referenced are based on the work of RAVibes team members who contributed to these companies’ marketing efforts at various times during their careers. The achievements highlighted are a reflection of our team’s experience and expertise.