“The biggest thing I’ve learnt in building my food brand has been, do it publicly: that naturally creates a community. I launched All Dressed Up on a shoestring budget; it was a side hustle while I worked as a private chef. I was making 20 or 30 bottles at a time before work, or on weekends, and selling them to friends and family. With no marketing budget, I started posting on Instagram that I was making dressings from my kitchen and taking orders through DMs.
"What surprised me most was how quickly people engaged - first friends, then complete strangers. I didn’t only post what was working. I also shared what wasn’t: a miso shortage at Christmas, disappearing deliveries, or replying to retailers while commuting to my day job. People are far more interested in the real story behind a business than polished marketing.
"I also involved our small but growing community in decisions, including logos, colour palettes, slogans, bottle shapes and new flavours. Often it was as simple as a poll on Instagram Stories. The response was amazing - people felt like they were helping to build the brand.
"Founders I admire - such as Pip Murray of Pip & Nut, Amelia Christie-Miller of Bold Bean and Imme Ermgassen of Botivo have done the same, building loyal audiences who feel invested in their journey. Naturally, your brand will evolve as you scale, but if you build that community foundation early, it only strengthens as the business grows."
