The Importance of Leveraging Your Family Brand: The Simon Pearce Story

When it comes to family businesses, many people assume that they are inherently tied to nepotism and in-fighting. However, this is not always the case. In fact, family businesses can have a unique advantage when it comes to leveraging their brand and name. One such example is Simon Pearce, a company known for its exquisite martini glasses.

Simon Pearce's story began when Ross Evans, the current Marketing Director, took over the reins from his father, Simon. At the time, Ross was tasked with carrying the family business into the next century. Simon, being the patient and stoic individual that he is, had a simple yet profound statement to make: 'We will never sacrifice function for form.' This declaration not only defined the brand's voice and personality but also its product differentiation and promise.

As Ross delved deeper into his new role, he realized that adding value to their brand was crucial. He knew that customers often associate family businesses with longevity, stability, and great customer service. However, this also means that they can be seen as small or behind the times. To overcome this perception, Simon Pearce focused on creating products that not only looked exquisite but also had a unique feel and were crafted with care.

Ross's epiphany came during a product presentation by a designer, where a potential design flaw was mentioned. This experience taught him the importance of maintaining consistency in branding, even when faced with challenges. As he explained at this year's 777 Panel at the Vermont Business and Industry Expo, Simon Pearce is now going through a period of succession, and it is an ongoing challenge to maintain their brand identity.

For Ross, the value of his family business lies not only in its products but also in the story behind them. When he purchased a pair of Simon Pearce martini glasses for his wife, he knew that she would appreciate the craftsmanship and attention to detail that went into making each piece. And when she opened them, her reaction validated his decision.

In conclusion, Simon Pearce's story serves as a testament to the power of leveraging your family brand. By focusing on creating products that are both functional and beautiful, family businesses can overcome common misconceptions and build a lasting legacy. As Ross Evans so aptly put it, 'We will never sacrifice function for form.

Simon pearce martini glasses