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Names with stories: The story behind
By SmartBranding Team access_time 4 min read

Richie Finney, Captain Fawcett’s founder, shares the lessons he learned along the way, from thinking about the brand name to finding product/market fit.

What is the story behind Captain Fawcett?

During 25 years in the film industry, I started making moustache wax at home purely for personal use.  When my wife, an Emmy & Bafta award-winning hair and make-up artist requested her own jars to take on set, her colleagues were impressed by the wax’s staying power and they asked for their own supply. By such chance, our business began to grow.

When did you start thinking about your brand name?

I first started thinking about the brand name whilst taking part in an extreme off-road motorcycle adventure in the Cambodian jungle.

How did you get the domain name for your brand? Why did you select that one exactly?

Purchased it directly. The inspiration being effectively a homage to the Victorian/Edwardian explorers of yesteryear. Who to a man (and a woman for that matter ) remained intent on ‘Keeping A Stiff Upper Lip Regardless’.

How has owning affected your business? Do you own any other domain names?

I think is an integral part of our ongoing business success, we also own, etc.

Who is your target customer and how is your brand name helping in reaching them?

Our target customer is generally male (however, we also appeal to partners, wives, husbands, girlfriends, boyfriends, sons, daughters, grandchildren, and the lovely lady next door who might be looking for an appropriate gift ) of all ages, shapes, and sizes. We reach different demographics by a number of collaborations, known as ‘Signature Series’. We work with the likes of Ricki Hall, Rufus Hound, Sid Sottung, John Petrucci, Alessandro Manfredini, The Jodhpur Company, The Chap, Harnaam Kaur & Jimmy Niggles who in turn expose Captain Fawcett to a broad audience. 

Suit: Joshua Kane | Model: Captain’s own | Photograph: Ian Ward

How do you keep your brand consistent across different channels online and offline?

We are like a cast of characters appearing in a stage production as such we are all well versed in the Captain Fawcett scenario. To that end we make efficient use of all available social media channels and all play our individual parts which go into creating the grand whole.

Has the pandemic affected your company in any way? What has changed since?

The on going pandemic has without doubt affected us all, as a direct result we have had to introduce PPE and safe working measures. However, as a Norfolk based company that sells worldwide, we have seen some markets open as others close and as such have seen sales increase over the last 8 month period.

What would your advice be to entrepreneurs who are just starting out, in general, and when it comes to branding and naming?

‘Stay on brand!!’ like an actor following the method system, will eat, sleep and breathe their given character there has to be a truth to your performance and whilst you may not necessarily adhere to the script you will always say the right thing.

My advise to would be entrepreneurs is to have an absolute belief in what you are attempting to achieve, forget the nay sayers, expect to work extremely long hours every day of the week, build from small, strong foundations, avoid overreaching and as such risk growing too quickly. Keep control of your shareholding and don’t give too much of your company away because you may live to rue the day. Secure your chosen domain names and investigate registering your IP.  ‘You can do it’. Your branding aesthetic and naming should of course represent your chosen field. I mean it goes without saying, you’re unlikely to choose the domain name ‘Pampered Pooches’ if you’re selling drum kits.

Where do you see your business in the future and how does your brand name fit into that vision?

Captain Fawcett as the quintessential, perchance archetypal adventurer of yesteryear is marching on whilst exploring exciting new territories and as such hopes, nay indeed trusts that he shall survive to a ripe old age. Time will tell…time will indeed tell. (1) 2020: A Year In Review – YouTube

We hope the above information will help you in making informed decisions about your brand. If you want to say hi or have any questions about naming, branding, and domain names get in touch, we’re always happy to hear from you.

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