The Brand Project, a new marketing management agency focused on serving startups and SMEs, has officially launched. The agency was founded by Beth Oleyar and Fletcher Adam, two experienced startup professionals and former members of the founding team at the successful proptech startup, Settle Easy.
Beth Oleyar is a former C-Suite Executive and the Managing Director of The Brand Project. Prior to co-founding the agency, she served as the Chief Customer Officer at Settle Easy, Australia’s fastest growing online conveyancer. She has led several high-performing teams in the real estate and FMCG industries and has been recognised as a finalist for several industry awards. During this time, Beth saw the potential for starting an agency that focused on supporting an underserved segment of the market by providing a full suite of brand and marketing solutions for startups and small to medium businesses. She began working on The Brand Project part-time in 2020.
Fletcher Adam brings his background in digital marketing, project management, early stage businesses and passion for startups to The Brand Project. As a Senior Executive and Managing Director of The Brand Project, Fletcher has worked extensively across business strategy, search engine marketing, business intelligence and conversion optimisation, where he served as both a Head of Digital Growth and Head of Projects for several years. Prior to that, Fletcher served at the American Chamber of Commerce in Australia and previously represented RMIT at the Tianjin Government Leadership Program.
With a combined 15 years of experience representing new and established businesses both domestically and internationally, Beth and Fletcher bring a unique blend of expertise to the table.
With the aim to help early-stage companies and small to medium businesses develop and execute effective brand and marketing strategies, Beth and Fletcher believe in the power of startups to make a positive impact on the world. As investors and seasoned startup professionals themselves, they understand the unique challenges faced by early stage businesses and are committed to delivering innovative solutions that drive business growth.
As the go-to marketing agency for startups and SMBs, Beth and Fletcher are excited to join forces with startups who are just as motivated to make their mark on the world as they are.
For more details, visit their website here.
Here we sit down with Beth and Fletcher, to know a bit more about their journey.
Q. Tell us a little more about your journey as an entrepreneur – how did you get started? What inspired you?
Beth: My journey began with a passion for problem-solving and a desire to create something meaningful. I had always been fascinated by the startup world and the courage it takes for founders to take a leap of faith, commit to their idea and solve real-world problems. Innovation was always at the heart of it. Marketing and strategy were areas that I felt were the best way to learn how to run a business, develop a commercial mindset and afford other businesses the opportunity to share in the experience.
I have always enjoyed building my career and working in a fast-paced environment, but have always been hungry to do more. I was fortunate enough to be awarded several opportunities to work first-hand with early-stage businesses, experiencing the trials and tribulations of startup life. This experience fuelled my desire to work with businesses to help them grow and give them the best chance of success.
I first started The Brand Project part-time over two years ago; working weekends, late nights and long hours, while working full-time and managing my personal life, to make it a reality. I first started the business as a result of working as a consultant for a handful of previous employers out of a need for ongoing marketing management support that wasn’t readily available within the day-to-day resourcing of their internal teams.
Having worked with several agencies in my corporate roles, I knew I wanted to put a twist on agency life. At The Brand Project, we focus on delivering ongoing marketing support for early-stage businesses and we like to think of ourselves as an extension to our client’s teams. Raising capital and bootstrapping a business can be challenging for startups and small businesses, and unfortunately, many agencies don’t provide services tailored to this market.
Fortunately, when Fletcher and I met several years ago, it didn’t take us too long to realise we could be doing this on a much larger scale. The rest is history!
Fletcher: My entrepreneurial journey has been largely organic and unplanned. While I always knew that I wanted to do something for myself, I didn’t have a set path in mind. Instead, my journey has been shaped by a combination of factors, including opportunity, timing and a willingness to take risks.
Since a young age, I’ve been fascinated by successful people and their stories. I’ve always sought out advice and guidance from people I admire, asking them how they achieved their success and what steps I should take to follow in their footsteps.
Rather than being tied to a specific career or field, I’ve always had a broad range of interests and a deep curiosity about the world around me. This curiosity has led me down many different paths, each of which has presented new opportunities and challenges. Through it all, I’ve remained committed to taking risks and pursuing my passions, knowing that with hard work and perseverance, anything is possible.
Q. What’s one thing in your routine that you do consistently that has made a huge difference in your personal or business life?
Beth: One thing that has made a huge difference in both my personal and business life is learning to prioritise self-care. Many of us have learnt the hard way what burnout can do to your mind and body, so it’s important to find an avenue to decompress and take time for yourself.
Learning to compartmentalise and calm an overactive mind is fundamental to this process. I’ve found that getting everything out of your head and onto paper works wonders. At work, I’ll always use sprint planning and project management tools to stay organised and prioritise tasks.
Fletcher: My mindset has always been to get comfortable with the uncomfortable. I would say that consistently challenging oneself is key to growth in all aspects of life. When we step outside of our comfort zone, we’re forced to learn and adapt quickly. It can be incredibly helpful to set small goals that gradually push us out of our comfort zone.
However, it’s also important to be mindful of our limits and not push ourselves too far. It’s okay to take things step by step and seek support or guidance when needed. It’s all about pushing ourselves beyond our limits, but doing so in a way that’s manageable and sustainable.
Q. Who are your mentors and inspiration? and what knowledge or insight did they give to you that was valuable?
Beth: There is something truly inspiring about the stories of successful entrepreneurs who started from very little and overcame significant challenges to achieve their goals. I find it incredibly motivating to learn about the dedication, resilience, and hard work that goes into building a successful business, particularly when the odds may seem stacked against them.
I have been fortunate to work closely with senior-level executives over the last several years, and I’ve learned a lot about their management styles simply by observing them. I believe that continuous learning is so important, and I try to approach everything I do with a critical and inquisitive mindset.
No matter where you are in your career journey, there is always room for learning and growth. It’s important to recognise that carving out your own path takes time and effort, whether you’re a newcomer to the workforce or a seasoned professional. Embrace the process of learning as you go, and remember that every step you take, even if it’s a small one, can lead you closer to your goals.
The most valuable lesson I’ve learned is that, regardless of your role or position, it’s crucial to seek out and gain everyone’s perspectives. When it comes to leading a team, it’s not always about being out in front, but rather being beside them. By supporting and listening to your team and gaining their perspectives, we can all build stronger relationships and foster a more collaborative environment.
Fletcher: I’ve always been drawn to individuals who have taken unconventional paths and achieved success on their own terms. These people have often had to navigate challenges and overcome obstacles in unique ways, which can provide valuable insights and perspectives.
I’ve been fortunate to have informal arrangements with individuals whom I respect and admire. These relationships have been built over time, through networking and building meaningful connections. I believe that mentorship is a two-way street, where both parties can learn from each other and offer valuable insights and feedback.
Ultimately, I believe that inspiration can come from many sources, including mentors, peers, and even from within oneself. By remaining open-minded and continually seeking out new experiences and perspectives, we can find the inspiration we need to achieve our goals and reach our full potential.
Q. What has been your most satisfying moment in business?
Beth: One of the most satisfying moments in our business journey has been the official launch of The Brand Project. We put in a lot of hard work and dedication to build the business while employed full-time, so it was a huge accomplishment to see it come to fruition.
What made the experience even more fulfilling was the overwhelming support we received from our colleagues, friends, and family. Knowing that we had people who believed in us and our vision was truly heartwarming.
We were also fortunate enough to start out with amazing clients and projects that allowed us to showcase our skills and creativity. It was a proud moment for us to deliver quality work and exceed our client’s expectations.
Taking the leap of faith to start our own business was a scary prospect, but the feeling of relief and satisfaction that came with it was indescribable. We learned that sometimes, the things we fear the most can lead to the greatest rewards.
Opportunity rarely comes knocking on your door – we all have to actively seek it out and create it for ourselves. This means taking risks and being willing to step out of our comfort zone. Success really doesn’t come overnight, and it takes hard work, dedication, and perseverance to achieve your goals. But with determination and a willingness to take risks, we can all create the opportunities we want in life and make those dreams a reality.
Q. How do you market your business, and which tactics have been most successful?
Fletcher: Building and maintaining strong relationships with our clients is the foundation of our marketing strategy. Word of mouth has always been a powerful tool for us, and we aim to provide exceptional service to every client, which often results in repeat business and referrals. We prioritise creating a positive experience for our clients by going above and beyond in all aspects of our work. We have an agile team which allows us to be flexible and adapt to our client’s needs quickly.
In addition to providing great service, we prioritise clear communication with our clients, and we make sure to touch base regularly to ensure everyone is on the same page. Ultimately, our marketing strategy is centred around delivering exceptional work and building strong, long-lasting relationships with our clients.
Q. What have been your biggest failures or challenges?
Beth: As an agency owner, one of the biggest challenges you face is finding the right balance between focusing on client outcomes and working on your own business. This has really taught us the importance of treating your own business as a client and making the time for it.
As a business owner, you are often required to take on multiple roles, which can be challenging. It’s essential to understand when to switch hats and adapt to different responsibilities.
Q. How did this failure, or apparent failure, set you up for later success?
Fletcher: Taking the time to focus on our business development and laying the foundation for our operations proved to be a crucial factor in our launch and transition away from full-time employment.
By committing ourselves to build out our processes and infrastructure while working full-time, we were able to hit the ground running and achieve the milestones we had set for ourselves. Moving forward, we make sure to provide businesses with the same level of passion and commitment we deliver to our clients.
Q. If someone was to create a TV show about you, what would it be about and what would it be called?
Fletcher If a TV show were to be created about our lives, it would have to be an offbeat 90’s sitcom mockumentary, complete with awkward camera pans, fourth-wall breaks and confessional interviews.
The TV would showcase the journey of growing up, overcoming obstacles and ultimately finding direction in our personal and professional lives.
To keep up to date with The Brand Project and its journey, connect with them on LinkedIn, and Instagram.
And if you’re looking for a committed, high-performing team of professionals to assist you with your marketing and branding efforts, you can book in a discovery call with the founders and see for yourself!
