Building a Brand: A Conversation with Ryan Fulter, Founder of The James Brand
In a recent episode of our podcast, we had the pleasure of sitting down with Ryan Fulter, the founder of The James Brand. The conversation was insightful, covering everything from the challenges of building a brand to the daily life of a creative entrepreneur. Here’s an in-depth look at our discussion.
The Genesis of The James Brand
Ryan Fulter, an industrial designer by training, founded The James Brand in 2011. He started the company as a nights-and-weekends project, driven by a need for well-designed, functional pocket knives—an item he used regularly but felt was lacking in thoughtful design and branding.
“I grew up in the Midwest, always carrying pocket knives, Swiss Army knives, and other things. My dad, who worked in the coal mining industry, used to get pocket knives as awards and give them to me. They were utilitarian tools, not weapons, and I felt they had been ignored from a design perspective for a long time.”
This passion for designing useful, beautiful products evolved into The James Brand. The company launched its first product in 2014 and has since grown into a respected name in the everyday carry (EDC) community.
Overcoming Challenges
Building The James Brand was not without its struggles. One significant challenge was the marketing limitations around knives. Platforms like Google and social media sites generally don’t allow advertising for knives, creating a unique hurdle for growth.
“Knives are really limiting in terms of marketing. You can’t do paid social; you can’t use Google or Facebook ads. It’s a real challenge and an ongoing one.”
Despite these restrictions, The James Brand has thrived through authentic engagement with customers and the broader community. Ryan emphasizes the importance of listening to customer feedback and iterating on products to make them better.
The Role of Partnerships
Another crucial aspect of The James Brand’s growth has been its partnerships. In 2017, Ryan partnered with Mike Hofer, who brought extensive experience from his time with Nixon watches.
“I own less of the company now, but I don’t have to deal with the things I’m not good at or don’t enjoy, like finance and operations. This allows me to focus on what I’m good at.”
This collaboration has freed Ryan to concentrate on the creative aspects of the business, ensuring that the brand’s products maintain their high quality and unique aesthetic.
A Day in the Life of Ryan Fulter
Ryan’s typical day starts early. He balances family responsibilities, like making lunches for his kids, with his work at The James Brand’s office.
“I wake up at six every day, make coffee, meditate for ten minutes, and get some sun. Then, I start with emails and come into the office. I spend most of my day in meetings, working with the product team, writing copy for the website, and collaborating on social media posts and emails.”
The level of detail and dedication Ryan brings to each aspect of the business is evident. Whether it’s product design, copywriting, or meetings, every part of his day is focused on driving the brand forward.
Cultivating Inspiration and Iteration
Ryan finds inspiration in unexpected places, a technique he was taught early in his career. He visits magazine stores, picking out publications he’d be least likely to read, and draws inspiration from them.
“If you get the magazine you like the most, you’re already biased. By finding inspiration in places you wouldn’t normally look, you bring in new ideas.”
This approach has helped The James Brand stay innovative and fresh, continually refining their products based on customer feedback.
The Muse of James
One unique aspect of The James Brand is the persona of “James,” an aspirational figure representing the ideal customer.
“James is someone who lives a balanced life between the city and the outdoors. They are a professional but also have a lot of fun. Our products are made for someone who needs both functionality and style.”
This fictional character helps guide the brand’s product development, ensuring that everything they create would be something “James” would use.
Looking Ahead
In our discussion, Ryan spoke about their upcoming products and the ongoing process of refining existing ones.
“We’ve received valuable feedback from the community, which helps us know what to focus on next. For example, the Chapter Two knife was launched with a tip-up carry and a new machined titanium clip, directly addressing user feedback.”
Ryan also shared his dream of designing something outside the current scope of The James Brand, like a small airplane or helicopter, showcasing his versatile design aspirations.
Closing Thoughts
Ryan’s journey with The James Brand is a testament to the importance of passion, dedication, and listening to your community. By focusing on