Paul has a simple philosophy ‘everything you do as a business affects the way customers see you’. The key points are his product and his people. After all he’s a bib and braces company and remains true to its roots. His approach to the product is simple. He sources the best materials he can find and stays firmly committed to his vision. ‘To become the world’s leading destination for denim work wear’.
Starting with a really good product, form design through to sourcing, manufacture and fulfilment; one product across a range of sizes that accommodates everyone, young, old, large or small. It has to be durable, authentic and built for purpose. “We want our dungarees to work for people and we want them to feel comfortable, confident and relaxed about wearing them”.
When it comes to his people he often gets asked about brand training and how his staff are able to live the brand so effectively. It’s simple, he doesn’t do any. The truth is he recruits the right people and then looks after them.
Uskees is a good example of marketing 101
1. Make something people want
2. Consistently deliver on your promise to your customers
3. Give them a way to spread the story about the thing you made
If you tick all three boxes then you have a marketing plan