Building Legends: The Craft Behind Iconic Brands

When we think of iconic brands, we often imagine large corporations with massive budgets and global reach like Nike, Coca-Cola, and Disney. However, many of these businesses started from humble beginnings, with nothing but a groundbreaking idea and a passionate founder. Nike started with a waffle iron and some polyurethane rubber, Coca-Cola started as a tonic formulated in a backyard in Georgia and Disney started his first animation studio in his uncle's garage. Similarly, the rise of Spanx, a revolutionary women's shape wear company, exemplifies how a simple concept can evolve into a legendary brand.

Spanx was born out of necessity and frustration. Its founder, Sara Blakely, was getting dressed for a party when she realized she didn’t have the right undergarment that could provide a smooth, "no panty lines" look under white pants. Armed with scissors and imagination, she cut the feet off a pair of control top pantyhose and took the first step towards creating a billion-dollar brand. Later, Sara recalled looking and feeling great at that party, and thinking to herself, "this should exist for women".

So, starting with her life savings of $5,000, Sara embarked on a journey to fill a gap in the market for comfortable, effective shapewear. She handled every aspect of the business during its early days—from designing the product and writing the patent and pitching her shapewear to manufacturers. Sara's relentlessness eventually led her to a North Carolina manufacturer named Ted who finally agreed to make her vision a reality.

Sara’s marketing strategies were as unique as her product. She chose red for her packaging to stand out in the hosiery space, and she landed on the name spanks because it had a "k" sound like Kodak and Coca-Cola, two of the most widely recognized brands in the world, and because according to her standup comic friends, "k" sounds will make your audience laugh. Sara even managed to secure a meeting with Neiman Marcus by personally demonstrating her prototype in the ladies' restroom for the buyer. This bold approach paid off, and Spanx products soon appeared in seven Neiman Marcus stores, quickly expanding to other high-end retailers.

The brand’s breakthrough came when Oprah Winfrey named Spanx one of her favorite things. This endorsement catapulted Spanx into the spotlight, significantly boosting its popularity and sales. Sara’s direct approach to marketing, coupled with strategic celebrity endorsements and positive word-of-mouth, reshaped (pun intended) the women’s undergarments industry.

The story of Spanx is more than just about selling shapewear—it’s about creating a product that empowers women. Spanx has stood out by ensuring that every product aligns with the core values of comfort and confidence, enriching the lives of its customers. Sara Blakely’s journey from cutting the feet off of control top pantyhose to leading a billion-dollar brand that supports women in feeling confident and comfortable is a testament to the power of innovation and persistence. It teaches us that legendary brands are built not just through financial capital or global strategies but through genuine engagement and a commitment to delivering real value.

Ultimately, long term success through brand building is not just about the product you sell but also about how you connect with your customers and the values you stand for.

How do you legendeer?

Tom