2. Where did the idea for your business come from?
I guess I have always grown up knowing I wanted to be my own boss. I come from entrepreneurial parents who always ran their own business, so in many ways I just feel like I was meant to do this.
When I was a child, I spent many a dinner time listening to my mum and dad talk about company financials, sales, staffing and so forth. From then on it was always something I aspired to do.
In terms of where the idea came from, well I believe that increasingly these days the gap between B2B and B2C communications is narrowing. This means that instead of focusing on one discipline or the other, we need to help clients reach a far more essential audience; that of people. And people don’t just buy brands, they join them to be part of their tribe.
This means that good brand communication is about engaging directly with people, understanding what makes them tick, responding to their needs and turning them into fans. These people then become brand advocates and tell the brand’s story for them. Tribe PR is therefore all about helping brands start movements, creating brand advocates and great storytelling.