How to Market Like a Pro From Day One: Wisdom From Professor Chelsea Fan on Building Brands That Last
Marketing is often misunderstood as flashy slogans and viral videos, but the truth is, it’s the backbone of every successful business. For Chelsea Fan, a seasoned marketing professional who bridges the startup world and academia, marketing is both an art and a science. With years of experience guiding startups and now teaching marketing at Irvine Valley College and Sophia University, Chelsea has helped brands go from obscurity to visibility. In this in-depth conversation, she shares the mindset, strategy, and practical steps every entrepreneur should embrace.
Start With the Basics: Know Your Audience (For Real)
Chelsea’s first golden rule for any business is truly understanding your audience. This isn’t just a mental sketch of who you think your customers are. You need to write it down, name them, age them, list their values and behaviors, and just as importantly, outline who isn’t your customer. This clarity doesn’t just shape your first campaign, it becomes a foundational document that can guide every future hire, campaign, and pivot. “It’s not just in your head. Document it. That way you can test, refine, and grow.”
Find Your Focus: Niche Is Not a Limitation
New entrepreneurs often fear that narrowing their focus means leaving money on the table. But Chelsea flips that fear: niche means precision. “When we’re talking about finding your niche, it’s not saying no to others. It’s just saying, ‘Not yet.’”
Build loyalty in one audience segment first, whether it’s corporate buyers of pencils or coffee-loving remote workers. That’s how lasting brands are built.
Doing the Research: Competitors, Demographics & Data
So how do you find your target market? Chelsea recommends a two-pronged research approach:
- Secondary Research: Gather data (ethically) of your competitors. Who’s following them? What kind of content works? Which demographics engage with their brand?
- Demographic Research: Use regional data to narrow your launch focus. Know your potential customers in your area and what they value.
Later, supplement this with primary research, surveys, customer feedback and reviews. This keeps you grounded in reality, not just assumptions.
AI and the New Age of Marketing
Artificial intelligence is not a buzzword, it’s a power tool. Chelsea insists her students use AI for marketing projects. “Don’t copy and paste, instead, use it to draft. It saves you time and helps you focus your energy on refining the message.”
From drafting Google Ads to storyboarding social media campaigns, AI tools like ChatGPT help small businesses move faster. And with search engines evolving, knowing ‘how to prompt AI well’ is becoming a necessary skill in today’s marketing toolkit.
Marketing Isn’t Just Ads, It’s an Entire Ecosystem
Chelsea shares a brilliant analogy to differentiate marketing’s components, borrowed from Brandits:
- Market Research: Finding the place to pitch your circus tent.
- Advertising: Painting a sign announcing the circus.
- Promotion: Marching a sign-carrying elephant through town.
- Publicity: When the elephant stomps the mayor’s garden.
- Public Relations: Getting the mayor to laugh about it.
- Sales: Convincing people to spend money at your show.
- Marketing: Coordinating all of the above.
In short: marketing is strategy. Everything else is a tactic.
Branding: Personal vs. Business
Chelsea emphasizes the importance of growing both your personal and company brand. She recalls her time working with Moxie Institute, where the founder Fia Fasbinder was the face of the company. As the company grew, they had to separate Fia’s brand from Moxie’s so clients wouldn’t expect her personal involvement every time. “Your personal brand is your legacy. It follows you, even if your business doesn’t make it. Build both.”
Use tone and persona to distinguish your voice from your business’s voice. And remember, personal branding isn’t just for influencers, it’s for founders, too.
Trends vs. Consistency: How to Stay Relevant Without Losing Yourself
The digital world moves fast. Platforms change. Algorithms evolve. Trends explode and die overnight. “Don’t make it all serious. Not everything has to be about value. Sometimes, just be fun and personable, especially on platforms like TikTok or Reels.”
But consistency is key. Don’t chase every trend. Be selective, stay aligned with your brand, and always bring your audience back to your core value.
Marketing Without Sounding Desperate
New business owners often wrestle with this invisible tightrope; how to promote without begging.
Chelsea’s advice? Focus on providing value first. “Give away the eggs, but keep the chicken.”
Whether it’s free videos, blogs, or podcast content, give knowledge generously. Build trust. The customers will return when they’re ready for more.
The Evolution of the Sales Funnel
Classic calls to action like “Buy Now” or “Click Here” are becoming white noise. Today’s consumers are savvier and often skeptical. Chelsea encourages small businesses to creatively reinvent their CTAs and recognize that buying decisions are now spread across unpredictable timelines.
Social media should be a space to build community, not just push products.
Words of Wisdom for New Entrepreneurs
If you only remember one thing, make it this: “Do not underestimate the power of research.”
Entrepreneurship is emotional, unpredictable, and full of doubts. But data gives you confidence. Research gives you stability. It’s your safety net when the rollercoaster hits a dip.
Whether you’re a founder in your first month or building your tenth campaign, Chelsea Fan’s advice offers a grounded, strategic, and empowering guide to marketing the right way from the start. Build with intention, lead with value, and always, always know who you’re talking to.
