How to build your brand organically through social media with Estée Lalonde, CEO & Founder of MIRROR WATER

Explicit content warning

03/12/24 • 0 min

With Statista reporting there are 35 million Instagram users in the UK, social media platforms are a powerful tool to build brand awareness and convert followers into loyal customers.

Given this season is a focus on all things branding I was keen to speak to an expert content creator.

In this episode, I hear from Estée Lalonde, CEO and founder of bodycare brand MIRROR WATER. The brand champions mirror work and self-care, inspired by Estée’s quest to find effective relaxation tools during the pandemic. Estée has enjoyed a long career working within social media building a following of over 677k before founding her brand in 2021 which has already amassed a following of 35k.

She shares her advice on how to build your brand through social media, why doing the initial creative work on your brand is crucial for success and how DM’ing one of your idols (in this case Bobbi Brown) can be the motivation you need to keep going.

Estée’s advice:

Always start with a good business plan
Branding so important; to start with, concentrate on aspirational visuals that can then inform further work
Don’t rush this stage:
Create mood boards
Take care of yourself and go with your intuition
Get to the essence of what you want
Settle on a name, which will take you in the right direction
Look for a designer to support you and ensure you click with them, build that relationship to a point of trust
Be strategic on social; post regularly and expect this to be a slow build
Social media can help you launch, it is a big time commitment however it will pay dividends
Brand instagramming is harder than being a social media influencer (owned content v earned, DM FF&M to find out more on this)
Posting every day becomes a burden so look at process and systems to help you on this
You can’t do it all so be clear on what success looks like and work backwards
Keep it lean - less is more in all things in business, focus on one thing and do it well rather than trying to post on multiple platforms all the time
Take time to reflect on what you’re doing and enjoy it
Expect to be overwhelmed at times; but hang on it there!

If you'd like to contact Estée you can reach her via @esteelalonde on Instagram
FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.
Email: [email protected] or
DM us on instagram @fallowfieldmason
Host Juliet Fallowfield LinkedIn

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes.

FF&M recommends:

LastPass the password-keeping site that syncs between devices.
Google Workspace is brilliant for small businesses
Buzzsprout podcast 'how to' & hosting directory
Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod. Link &

Support the show

With Statista reporting there are 35 million Instagram users in the UK, social media platforms are a powerful tool to build brand awareness and convert followers into loyal customers.

Given this season is a focus on all things branding I was keen to speak to an expert content creator.

Estée’s advice:

Always start with a good business plan
Branding so important; to start with, concentrate on aspirational visuals that can then inform further work
Don’t rush this stage:
Create mood boards
Take care of yourself and go with your intuition
Get to the essence of what you want
Settle on a name, which will take you in the right direction
Look for a designer to support you and ensure you click with them, build that relationship to a point of trust
Be strategic on social; post regularly and expect this to be a slow build
Social media can help you launch, it is a big time commitment however it will pay dividends
Brand instagramming is harder than being a social media influencer (owned content v earned, DM FF&M to find out more on this)
Posting every day becomes a burden so look at process and systems to help you on this
You can’t do it all so be clear on what success looks like and work backwards
Keep it lean - less is more in all things in business, focus on one thing and do it well rather than trying to post on multiple platforms all the time
Take time to reflect on what you’re doing and enjoy it
Expect to be overwhelmed at times; but hang on it there!

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes.

FF&M recommends:

LastPass the password-keeping site that syncs between devices.
Google Workspace is brilliant for small businesses
Buzzsprout podcast 'how to' & hosting directory
Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod. Link &

Support the show

Previous Episode

How to create your brand story with Tom Marchant, Co-Founder of Black Tomato

Creating a brand story is a central part of building your overall brand identity. It’s crucial that your brand story is coherent and resonates with your audience to attract loyal customers.

In this episode, I speak with Tom Marchant, Owner & Co-Founder of luxury travel company Black Tomato. Tom and his co-founders launched their business in 2005 after seeing first-hand how people had such little time to plan their own travel experiences. Since then, Black Tomato has grown exponentially and delights clients all over the world.

Tom shares his advice on how to begin drafting your brand story and what you should and shouldn’t include within it.

Tom’s advice:

Your brand is fundamental to your business - it’s your identity - so it’s vital that you are sincere about it and believe in it
Always keep in mind what you stand for
Customers must trust your brand and feel comfortable with it
Communicating your brand values will be easier if you use recognisable language that people can identify with
Use language to convey feeling and emotion - and sincerity
Keep it simple and truthful
Share what matters
Your brand story can communicate how it started/who with/what you were aiming for/your values
When writing copy don’t be a slave to perfection; try ‘stream of consciousness’ to start off with. The important thing is truthfulness

If you’d like to contact Tom you can reach him via [email protected]

FF&M enables you to own your own PR.
DM us on instagram @fallowfieldmason
Host Juliet Fallowfield LinkedIn
Submit a guest via this link
Submit a question for the next guest
Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.

FF&M recommends:

LastPass the password-keeping site that syncs between devices.
Google Workspace is brilliant for small businesses
Buzzsprout podcast 'how to' & hosting directory
Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod. Link & Licence

Text us your questions for future founders. Plus we'd love to get your feedback, text in via Fan Mail

Support the show

Next Episode

How to build your brand organically through social with Estée Lalonde, CEO & Founder of MIRROR WATER

With Statista reporting there are 35 million Instagram users in the UK, social media platforms are a powerful tool to build brand awareness and convert followers into loyal customers.

Given this season is a focus on all things branding I was keen to speak to an expert content creator.

Estée’s advice:

Always start with a good business plan
Branding so important; to start with, concentrate on aspirational visuals that can then inform further work
Don’t rush this stage:
Create mood boards
Take care of yourself and go with your intuition
Get to the essence of what you want
Settle on a name, which will take you in the right direction
Look for a designer to support you and ensure you click with them, build that relationship to a point of trust
Be strategic on social; post regularly and expect this to be a slow build
Social media can help you launch, it is a big time commitment however it will pay dividends
Brand instagramming is harder than being a social media influencer (owned content v earned, DM FF&M to find out more on this)
Posting every day becomes a burden so look at process and systems to help you on this
You can’t do it all so be clear on what success looks like and work backwards
Keep it lean - less is more in all things in business, focus on one thing and do it well rather than trying to post on multiple platforms all the time
Take time to reflect on what you’re doing and enjoy it
Expect to be overwhelmed at times; but hang on it there!

If you'd like to contact Estée you can reach her via @esteelalonde on Instagram
FF&M enables you to own your own PR.
DM us on instagram @fallowfieldmason
Host Juliet Fallowfield LinkedIn
Submit a guest via this link
Submit a question for the next guest
Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.

FF&M recommends: