Creating a Brand: Interview with Elf on the Shelf Founder Chanda Bell


During this holiday season, there are a number of seasonal products that many of us associate with. One of these items is the famous, Elf on the Shelf, which has become a family tradition around the world.

I recently had the opportunity to sit down and speak with Chanda Bell, founder of the famous Elf on the Shelf product, to discuss her business and how to turn a product into a brand and a profitable company.

In the twenty minute interview Chanda shared her experiences of building a product and brand and her tips for moving beyond a product to create a recognizable brand that will sustain. Her one major tip is that it’s imperative to remain true to the brand and to ‘be’ the brand.

You can watch the full video HERE or watch below to hear Chanda’s full story and all her valuable advice.


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Carolyn Crummey is a business and technology strategist and the owner of VirTasktic (, an agency dedicated to providing high-level virtual services to small businesses and entrepreneurs. A lover of technology and small business, Carolyn has built a career on the intelligent use of technology to increase business efficiency and productivity, which ultimately leads to greater profitability. Carolyn works closely with her clients to understand their challenges and helps them integrate the best technology solutions into their businesses so they too can enjoy great successes. You can follow Carolyn on Twitter at @CarolynCrummey or @VirTasktic.

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