pull inspiration from a mix of platforms depending on what I’m creating. TikTok is probably where I get the most real-time inspiration because you see what’s trending, what sounds people are using, and how creators are telling stories. I also pay attention to how brands like Poppi, Chamberlain Coffee, and Ollipop are building communities through their content, because they’re really good at blending product with personality. Pinterest is great when I’m looking for visual or aesthetic direction, especially for things like mood boards or packaging ideas. And I love following individual creators like Alix Earle, Monet McMichael, and Tara Marzuki because they’re all so good at being relatable while still creating content that performs well and drives brand interest. For my own content, my handles are: TikTok @sir._.eye

If I could build my own brand, I’d probably create a health-conscious coffee company that makes it easier for people to enjoy coffee while still staying on track with their fitness or wellness goals. It would focus on having no added sugar, no excess calories, and clean ingredients, but I wouldn’t market it in a way that’s shame-based or toxic like a lot of health brands do. It would still feel like your normal coffee routine, just with better benefits. Almost like: you don’t have to give up the things you enjoy to feel good. I think culturally, people are starting to want brands that support balance and flexibility without making them feel like they’re constantly failing or not doing enough. So I’d focus on that tone — approachable, supportive, and real. The content would probably be a lot of day-in-the-life vlogs, gym bag essentials, what-I-eat-in-a-day, showing how the coffee fits into people’s actual routines. And I’d build community through UGC, honest reviews, and people sharing how they fit it into their own lifestyles, so it feels organic and personal instead of overly branded.

Honestly, I pull inspiration from people like Alix Earle. She’s really good at being super open and relatable while still making her content feel put together. She kind of lets people into her daily life in a way that feels real, not forced. That type of content works so well for brands like Proper Wild because people feel like they’re part of your world, not just watching an ad. I could see myself doing daily vlogs or behind-the-scenes videos of trying to hit that one million shot giveaway goal, showing both the fun parts and the challenges. I also really love what Emma Chamberlain has done with Chamberlain Coffee. It feels effortless and cool, but still has a strong vibe that makes people want to be part of it. The content doesn’t feel super polished or staged, it’s just authentic and fun, which I think really helps build trust with the audience. And lately, I’ve been noticing how well storytime marketing works. Brands are starting to share more of their backstory, funny moments, or even just the behind-the-scenes of running a business. It makes people feel connected to the brand on a different level, like they’re part of the journey instead of just being sold to.