“We wanted to make people happy, that was our number one goal, and we had to figure out a way to do that,” Ido Leffler, chief executive officer of Yes To Carrots, told attendees during his presentation at HBA’s “The X-Ceuticals Synergy: Formulation To Novel Product Development” conference.

His company—which in 2005 had just 6 products selling in as many stores in Israel—has figured it out, all while enforcing a strict “no suit policy,” he said. Today, Yes To sports more than 50 products sold in 30 countries.

“When you create a brand, you need to look at points of differentiation,” he said.“We built our story on pure fact. As a company, we are very transparent. We are clear to our consumers about what we do and what we don’t do too.”

One thing Yes To Carrots does is hone in on customers’ needs by getting up close and personal. The firm recently completed a study of 300 people in which they went into the participants’ homes, and looked in their medicine cabinets and kitchens to see what products they buy.

Another key step to constructing a successful brand is delivering a consistent message. “We are a natural brand, so there has been a lot of media attention, but we shout out our message every day…We look at what our peers are doing and we try to shout louder.”

According to Mr. Leffler a company must have that point of differentiation and tell its story if it is to succeed. “Just having a good product and a good price isn’t going to cut it today.”