Direct-to-consumer (DTC) brands have transformed the retail landscape in recent years. One notable example is Branch Basics.

Branch Basics is a company that produces plant and mineral-based household cleaners that are safe for people and the environment. Their flagship product, "The Concentrate," has become a household name among consumers who prioritize clean living. 

But what sets Branch Basics apart from other brands? Its commitment to transparency and sustainability distinguishes it from other brands.

In this case study, we’ll discuss how Branch Basics has succeeded in the direct-to-consumer market and what entrepreneurs can learn from their approach to building a successful brand.

Plus, find out how we can help you build a million dollar brand of your own in about a year… for FREE.

What is Branch Basics?

Branch Basics deals with plant and mineral-based household cleaners. Their flagship product, "The Concentrate," is a super-concentrated sugar-based cleanser. You can dilute this cleanser into various reusable bottles for different cleaning purposes. 

The products are hypoallergenic, non-GMO, fragrance-free, and devoid of harmful preservatives, stabilizers, brighteners, chelators, or surfactants. They use no common allergens and never test on animals.

Who founded Branch Basics?

Branch Basics was founded by Alison Evans, Marilee Nelson, and Kelly Love.

What is its origin story?

Branch Basics' origin story began with Marilee Nelson's personal health crisis. In 2009, her health declined, and she discovered that toxic chemicals in her environment contributed to her symptoms. At 23, Marilee used food as medicine to avoid a kidney transplant.

Years later, her son got sick from pesticide chemicals, which damaged his brain and immune system. The doctors stated that the damage was permanent, but Marilee did not accept this. She took care of her son and made him healthy again by eliminating all harmful products from his diet and surroundings.

Allison was diagnosed with PCOS in high school and endured chronic pain during college. Despite consulting numerous medical professionals and trying several medications, she found no relief. Finally, she sought help from her aunt, Marilee, in the Texas Hill Country.

Allison's life changed after spending two months consuming only natural food, using safe products, and living in a healthy environment. Eventually, she was relieved of her pain and regained control. Her ovarian cysts disappeared, and she conceived three times without medical intervention.

Her friend Kelly joined her for the summer at Marilee's home in Texas. Although Kelly had some health issues, like menstrual cramps, dry eyes, and headaches, they disappeared completely at the end of the summer. 

In 2012, the three founders launched Branch Basics to provide non-toxic and sustainable cleaning products that empower people to create a healthier home environment.

Today, Branch Basics thrives as a leading DTC brand in the cleaning products industry. The company provides consumers with effective, safe, and environmentally friendly solutions.

How was this brand funded?

Branch Basics has raised $1.2 million in angel funding. Initially, the founders funded the company through personal savings. In the early stages, they invested their own resources to develop the product and launch the company.

As the company gained attention and generated revenue, the founders reinvested those earnings into the business. This allowed for further growth and expansion. 

What made Branch Basics grow?

Here are several factors that contributed to Branch Basics' growth:

  • Mission and differentiation: Branch Basics differentiates itself by emphasizing its mission to provide non-toxic, and eco-friendly alternatives. Their commitment to health, sustainability, and transparency resonated with consumers, who sought safer and more environmentally conscious options. 
  • Product efficiency: The company's cleaning solutions proved efficient and versatile. The ability to create multiple cleaning products by diluting a single concentrate appeals to consumers looking for simplicity and cost-effectiveness.
  • Educational content and community engagement: Branch Basics provides consumers with education about the harmful effects of cleaning products and the benefits of non-toxic alternatives. They provide valuable content through their blog, social media platforms, and newsletters. By engaging with their customers and fostering a sense of community, they have created a following and advocates for their brand.
  • Direct-to-consumer approach: The brand embraced the DTC model, allowing them to establish strong relationships with consumers. Selling directly through their website enabled them to capture customer data and gather feedback. This direct connection provides opportunities for personalized marketing, targeted promotions, and building a customer base.
  • Strategic partnerships: Strategic partnerships with Instagram influencers, wellness experts, and like-minded brands help Branch Basics expand their reach and tap into new audiences. Collaborations and endorsements from trusted individuals and organizations increase brand visibility, credibility, and customer acquisition.
  • Trust and transparency. To build trust with consumers, the brand gives clear information about the ingredients used in their products. They highlight their commitment to non-toxic, plant-based, and sustainable materials. Through this openness, the company separated itself from competitors and attracted customers who wanted full disclosure about its products' safety.

How can entrepreneurs use Branch Basics lessons to improve their businesses?

Entrepreneurs can draw key lessons from Branch Basics to enhance their own businesses. Here are some relevant takeaways:

Communicate your purpose and mission. Identify a problem or gap in the market that your business aims to address. Develop a mission-driven brand that resonates with your target audience and aligns with their values and aspirations. Emphasize your unique value proposition and stand out from competitors.

Educate your customers about the benefits of your products or services. Provide educational content, resources, and information to help them make informed decisions. Demonstrate your expertise and establish yourself as a trusted authority in your industry. Raise awareness of your business's issues and highlight its advantages.

Actively engage with your customers and build a community around your brand. Foster connections through social media, newsletters, events, and other channels. Encourage customer feedback, testimonials, and user-generated content. Create opportunities for customers to share their experiences and engage with them on a deeper level.

Seek collaborations with individuals, influencers, or complementary brands that align with your mission and target clients. Partner with initiatives, cross-promotions, or co-branded campaigns to expand your reach to new customer segments. Leverage your partners' credibility and network to improve your brand's visibility and reputation.

Consider eco-friendly materials, reduce waste, and promote responsible consumption. Highlight your commitment to sustainability and appeal to environmentally conscious consumers.

What is its valuation?

Its valuation is not publicly available. However, sales reportedly topped $12 million in 2021.

FAQs

How do Branch Basics products compare to other cleaning products?

Branch Basics products differentiate themselves from conventional cleaning products in several ways:

  • Non-toxic Formulation: Branch Basics products are formulated with non-toxic ingredients, free from harmful chemicals such as phthalates, parabens, and synthetic fragrances. This sets them apart from mainstream cleaning products that often contain harsh chemicals that pose health risks.
  • Plant and Mineral-Based Ingredients: The brand uses plant and mineral-based ingredients in their formulations, prioritizing natural and sustainable materials. These cleaning products rely on synthetic chemicals derived from petroleum or other non-renewable sources.
  • Eco-Friendly Packaging: Branch Basics uses sustainable packaging materials, including recyclable and refillable options. This commitment to eco-friendly packaging aligns with their overall sustainability mission. Conventional cleaning products often come in single-use plastic bottles that contribute to plastic waste and environmental pollution.

What certifications does Branch Basics have?

Branch Basics products are Made Safe® (Made With Safe IngredientsTM) certified. This means that the products have been tested and certified to be safe for use, containing no harmful ingredients.

The company's products have received the approval of the Environmental Working Group (EWG). EWG is a non-profit organization that focuses on researching and promoting awareness about consumer product safety. The EWG VerifiedTM mark indicates that the products meet the organization's strict criteria for transparency and ingredient safety.

Women's Voices for the Earth (WVE) lists the corporation as a partner. WVE is a non-profit organization that campaigns for women's health and the elimination of hazardous chemicals from consumer items. This affiliation reflects Branch Basics' commitment to safe and non-toxic cleaning alternatives.

Does Branch Basics have subscription options?

Yes, Branch Basics offers subscription options. Customers can subscribe and save 10% on every shipment by selecting their refills and choosing a ship date and delivery frequency. 

Customers can modify their subscription by changing their shipping address, next order date, order frequency, payment method, or products. This is done by logging into their subscription account. 

To cancel a subscription order, customers can email [email protected] with their order number. If the order has already been shipped, customers can refuse delivery or push out the next subscription date.

Takeaway

Branch Basics products are safe for people and the environment. This brand deals with plant and mineral-based household cleaners. Their flagship product, "The Concentrate," is a super-concentrated sugar-based cleanser.

Its products are hypoallergenic, non-GMO, fragrance-free, and devoid of harmful preservatives, stabilizers, brighteners, and chelators.

The brand’s origin story began with Marilee Nelson's personal health crisis. In 2009, Marilee discovered that toxic chemicals in her environment contributed to her symptoms. She used food as medicine to avoid a kidney transplant.

Branch Basics provides consumers with effective, safe, and environmentally friendly solutions. Today, the company has emerged as a leading DTC brand in the cleaning products industry.

Inspired by this brand’s explosive growth from humble beginnings? We are, too… even though we’ve already helped hundreds of entrepreneurs build brands that are just as impressive.

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