How to Build a Successful, Sustainable Brand, According to Bumble’s Chief Brand Officer

Alexandra Williamson dishes on what it takes to connect with consumers today

Hear from Bumble's chief brand officer about what it takes to build a strong company. Sean T. Smith for Adweek
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With so many new companies and competitors popping up in every category nearly every single day, it is so crucial to create strong brand identities that people will love and come back to over and over again.

Bumble’s chief brand officer Alexandra Williamson—who spoke at Adweek’s recent Brandweek event in Palm Springs, Calif.—suggests one of the most important first steps is to find a strong voice that makes sense for the brand and its audience. For Bumble, the brand’s north star is to end misogyny and empower women, whether that’s through dating, friendships or business relationships. Finding a strong, empowered voice for the brand was crucial and has helped the app reach nearly 30 million downloads (as of February 2018).

Williamson also suggests once you find that voice, “don’t be afraid to take risks…”

Hear more from Bumble’s chief brand officer below.

@ktjrichards Katie Richards is a staff writer for Adweek.