Running Anything (Including a brand) is like a marathon

By Anna Vale, Marketing Leadership Consultant and Fractional CMO

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How My brand-building mindset trained me for the NY Half Marathon

Have you ever felt so challenged that you can’t see your next step? Most often, it’s right there in front of you, but you’re overcomplicating it so much that you simply can’t see it.

 Are you looking beyond and expecting to see success so far from reach? Whether you’re a beauty brand founder or a consultant working with founders, I am sure you have experienced the feeling of a daunting marathon ahead. 

Success comes in all sizes - small wins and significant, loud victories. As a consultant working alongside ambitious founders, I help them map the path to their brand goals. It’s not just about setting the vision; it’s about breaking it down into achievable milestones, solving problems, and keeping the momentum going.

It’s A Sprint and A Marathon

Recently, I started running for the first time, and by the first time, I mean I have never run. In November, I secured a spot on Fred’s Team, the official running charity for Memorial Sloan Kettering Cancer Center (MSKCC). I couldn’t believe I was accepted. I applied on a whim with a ‘what if’ nonchalant attitude. I had no time to think, “What’s next?”. I had to get going immediately and be ready for 13.1 miles on March 16. Starting from zero, I had no benchmarks or experience against which to compare. The only way forward was to break my goal into bite-sized, achievable parts.

As I started this journey, I suddenly realized that I couldn’t go from 0-100 overnight. As I began training, I entered Central Park with all the will in the world, dressed in my sports gear, and then boom!  A stark realization hit me - my fitness levels, struggling to run further than three trees. I had to be strategic, focused, and, most importantly, patient with my progress. However, the most critical goals were the smaller milestones I had to accomplish to reach the end goal. These small wins along the way were still wins. 

Smart Training

My work with brand founders is similar. Growing a brand, like training for a race, requires endurance, strategy, and celebrating the small wins that lead to success.  

Big goals can feel overwhelming, but the secret is to break them down, stay consistent, and embrace every step forward—because every step is a win.  

Keep on Track

After 3 months of training, and with still 3 weeks to go, I have had my fair share of highs and lows. Parallel to brand building, here are some observations and tips to consider when building something special; 

Start building. It doesn’t matter where you are. Just start. There may never be a right time, but you can’t get anywhere unless you start. 

Keep Going When it gets tough, this is the time to push through. PMA is more powerful than we realize. 

Small Wins Small wins add up quickly to big wins. It’s time to observe and celebrate the bite-size wins and acknowledge that a win is a win.

Embrace the Uphill (there are many). Whether training for a marathon, practicing as a consultant, or founding a brand, the uphill strengthens us. It is the feeling of being ‘out of fuel,’ the emotional fight, and the physical stretch. 

Acknowledge when it wasn’t as complicated as you thought. Sometimes, the fear of doing something is more challenging than the actual act. If it wasn’t as complex as you thought, take note and use this as a moment to build on.

Resilience Isn’t An Option. It’s a Necessity. No matter how hard it gets, resilience is non-negotiable. If there are losses, there are also wins. Use them to fuel your momentum forward.

Take Rest Days Some days are just too harsh, and despite the (training) schedule, know that it’s ok to take a break and come back stronger tomorrow. 

Do Not Compare. I’ve said this often: Comparison is the first step to failure. You cannot compare yourself to anyone else in business, life, or marathon training. The person ahead of you isn’t you - you don’t know their journey, struggles, or goals. Just be you!!

A Goal is a Goal. How you choose to achieve it is entirely up to you. The journey is yours to own.

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Anna Vale is a Marketing Leadership Consultant and fractional CMO in the beauty industry. She works with founders and indie brands to elevate their teams and strategies for next-level growth. She is the link between brand awareness and consumer engagement, helping brands reach, connect with, and grow with new customers and communities.

THE BOARD is a vetted community of C-Suite talent from Fashion, Beauty, Wellness, CPG and more. Whether you need a 'Dream Team' to create a data-driven roadmap for what's next or access an on-call advisor to provide objective feedback on your strategy, THE BOARD has you covered.