Richard Branson on Building Virgin, Branding with Joy, and Starting Bold When You Have Nothing

When Sir Richard Branson picks up the mic, entrepreneurs listen because he’s one of the few moguls who still talks like a pirate with a purpose.

On a recent episode of How I Built This Lab, Branson joined host Guy Raz to answer live calls from early-stage founders. What unfolded was a playbook for building with heart, daring with joy, and staying bold when the odds are against you.

Whether you're launching your first product or scaling your second venture, Branson's guidance is a reminder that business is about storytelling, soul, and swinging for the fences.

Here are the most powerful lessons from that conversation and how they can fuel your next big leap.

1. Don’t Build a Brand—Live One

Branson never set out to build one of the world’s most recognizable brands. In fact, he never even considered himself a businessperson.

“I’ve never really been interested in building companies with the money motive,” he said. “I just was having a lot of fun doing things that I thought could make a difference.”

That authenticity is at the heart of Virgin’s brand ethos. Every new Virgin venture must be better than what came before, and unequivocally "Virgin" in spirit. That’s why even Virgin Voyages, a cruise line in a saturated industry, stands out with adults-only ships and design-driven experiences.

Takeaway: You don’t build a brand by declaring it, you do it by delivering consistently exceptional experiences that reflect your values.

2. Lead with Boldness and Imagination

Whether it’s launching a mobile phone company by bungee-jumping from a helicopter or floating a UFO over London on April Fool’s Day, Branson has always used imaginative stunts to earn attention without breaking the bank.

One founder caller, Ross Novotny of Now Pools, asked Branson how to market a totally new concept: pools as a subscription. Branson’s advice?

“Every time you open a pool, have a mermaid swim in it. Do something that makes people smile.”

For Branson, marketing isn’t about formulas, it’s about joyful disruption. Start by asking, “What would make people laugh, talk, or take a photo?”

Takeaway: Creative stunts can create viral buzz, especially when you’re building a brand the world doesn’t yet know it needs.

3. Embed Personalization Into Your DNA

When Lola Banjo, founder of luxury travel brand Silver & Riley, asked how to stay mission-driven amid capital constraints, Branson didn’t talk about financing or operations.

He talked about relationships.

Banjo’s approach—handwritten notes, remembering birthdays, treating customers like family—echoed Branson’s own early tactics. He shared how he kept handwritten notes on celebrities at his recording studio so he could remember personal details years later.

“If we deal with a problem properly, that customer will be your friend for life, and they'll tell 30 or 40 people.”

Takeaway: Personalization doesn’t have to scale perfectly. But it does have to be genuine. That’s how lifelong customers—and word-of-mouth magic—are made.

4. Stay Purpose-Driven, Even in the Hardest Moments

Branson and Banjo shared a bond: both started companies born out of frustration and purpose.

“You only live once,” Branson said. “If you find yourself in a position where you can get things done—get change made—you can’t waste it.”

This isn’t just about philanthropy. Virgin’s success, Branson insists, is directly tied to doing things that matter and doing them with people who believe in that mission.

Takeaway: Purpose isn’t a luxury. It’s your engine. Build with it, lead with it, and hire for it.

5. Fall Flat, Get Up, and Try Again

Branson closed the episode with the one piece of advice he’d give his younger self:

“I wouldn’t change a thing. Even my mistakes. If you don’t make mistakes, you’re not going to achieve anything.”

His journey—from being nearly shut down by a bank manager to reaching the edge of space in his own rocket—wasn’t a straight line. But every stumble taught him something. And every win started with a leap.

Takeaway: Don't be afraid to fall. Be afraid not to jump.

Final Thoughts

Branson’s episode is a masterclass not in business strategy, but in entrepreneurial spirit. His legacy shows that if you follow curiosity, delight customers, and stay rooted in purpose, the brand and the impact will follow.