I always knew I was destined to be an entrepreneur. With my father, uncle, and pop all running successful businesses, I was exposed to the realities of entrepreneurship from an early age. I quickly learned that hard work pays off. But when I entered the world of work, still wet behind the ears, I was disheartened by how my ambitions and ideas were dismissed by senior managers—despite knowing they could make a real impact. As a dyslexic high school dropout who struggled in academics, I found my element in business. It felt like a switch had been flipped, and I knew I didn’t want to be constrained by the ambitions of others. This drive, paired with a passion for storytelling and authenticity, has shaped the foundation of our PR strategy at Custom Neon.

Starting from Scratch: The Power of Relatable Stories

Custom Neon wasn’t born in a boardroom. It started as a side hustle during my wife Jess's maternity leave. Jess loved her job and never imagined herself as a business owner. But after struggling to find an LED neon name sign for our son's room, we realized a gap in the market and found the opportunity too good not to explore.

The business took off. It was just me, Jess, and my parents would help out too, but we were still getting to grips with becoming first-time parents, working from our dining room table.

Whilst many new mums sleep when their baby naps, Jess got stuck into the business. Whilst admirable, it wasn't sustainable and she suffered burnout. But these stories all formed part of our journey. We were honest.

As the business grew we maintained that family feel. We promote a healthy work-life balance and place a lot of impetus in ensuring our team is happy and healthy. We provide healthy snacks, flexible working, a mental health program, and access to the gym and wellness activities. We don't do this as part of a narrative, we do it because we value our team, and in turn, this produces advocates.

Our story has been a headline grabber, from being featured in the Daily Mail for making neon signs for Paris Hilton's wedding to earning recognition in local business awards like Geelong Business of the Year. It’s not just the product; it’s the narrative that makes people want to know more about us. Sharing both the highs and the lows—like Jess's burnout or my struggles with dyslexia—has established a sense of authenticity that people can connect with.

Finding the Unique Selling Points: Lean into Your Origins

Every brand has its unique selling points, but not every founder leans into them enough. I started by looking inward: What makes our brand different? We’ve worked with charities, engaged deeply in community events, I visited schools talking about my journey and inspiring kids struggling with school, that there are other paths to success, we also talk about awards won, like Young Entrepreneur of the Year and Business of the Year awards. Sharing these experiences publicly has not only boosted our credibility but also generated valuable PR.

I advise other founders to do the same. Think about what sets your business apart. Did you start from scratch with no investment? Did you overcome personal challenges along the way? These are the stories that grab headlines and create lasting connections.

Strategic PR: Build Relationships and Seize Opportunities

A lot of our PR success has come from being proactive. I regularly engage with industry-specific publications and respond to journalist callouts. You never know which story will resonate with the right audience. We’ve gained significant coverage by highlighting our rapid growth, the journey from maternity leave side hustle to a thriving business, and our work on high-profile events like Paris Hilton’s wedding.

We’ve also made a point to engage with local networks, attending events, joining the chamber of commerce, and actively participating in local business awards. It’s these grassroots efforts that not only build a positive public perception but also create genuine relationships with other local entrepreneurs, potential customers, and even future partners.

The Role of User-Generated Content: Amplify Your Authenticity

Encouraging customers to share their experiences is a quick win for PR. We ask customers to tag @customneon on their socials, and they’re usually happy to oblige. This UGC (User-Generated Content) is invaluable—it acts as social proof and enhances credibility. We’ve had major scoops, like a feature in The Spruce, come directly from user-generated content. Seeing real customers’ neon signs featured in their homes creates a sense of community and trust around our brand.

Position Your Business as a Specialist: Be the Go-To Expert

Finally, positioning yourself as a specialist in your industry is crucial. I often participate in discussions, and podcasts, share insights, and offer advice to others in the entrepreneurial community. By actively engaging in industry conversations and offering valuable insights, you not only build your personal brand but also establish your business as a thought leader.

Authenticity Sells: Let Your Story Reflect Your Brand Values

The most effective storytelling is the kind that reflects the genuine integrity of your products and operations. At Custom Neon, we take pride in every sign we create, and we make sure our communications reflect that same level of pride. Whether it’s sharing the details of our struggles in the early days, our pride at seeing our team getting incredible reviews, Our customers sharing details of how their sign was to commemorate a loved one no longer here, or a small business letting us know their sign massively increased their foot traffic.

For us, it's not just a sign, it's way more and that is evident in all we do. Our passion is palpable and this is why we're market leaders.

My advice to other founders is simple: be yourself, tell your story, and don’t shy away from sharing the struggles along with the successes. It’s that authenticity that will set you apart, build trust, and drive growth.

#PRontheGO

Connect with Jake Munday on LinkedIn