4 Generations of Optical Success with Daniel Brunson

Defocus Media Podcast Network

Welcome to the latest episode on the Defocus Media Podcast, where we embark on a captivating journey through the eyes of a family steeped in the world of optics for four generations with Daniel Brunson. Join Dr. Darryl Glover as he converses with Daniel Brunson of Hicks Brunson Eyewear, exploring the remarkable saga of a business that’s not only a testament to enduring family legacy but also a beacon of innovation in the optical industry. In this episode, we dive into the intricate art of optical brand building over decades, the strategic introduction of indie eyewear, and the transformative power of unique retail experiences.

Daniel Brunson, President Hicks Brunson

Daniel Brunson shares insider strategies for hosting impactful trunk shows and harnessing the power of video marketing to connect with clients globally. Tune in to uncover the secrets behind maintaining relevancy and success through changing times and technologies, ensuring a legacy that looks as clear as its vision. This episode is a must-listen for anyone intrigued by the blend of rich history and forward-thinking business strategy in the ever-evolving world of eye care.

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Table of Contents

• Optical Success with Daniel Brunson
• Mastering the Art of Brand Building in Eye Care
• The Power of Independent Eyewear
• Transforming Trunk Shows into Patient Conversion Opportunities
• How Eye Care Professionals Connect with Patients in the Digital Age

Optical Success with Daniel Brunson

Dr. Darryl Glover:

I’m super excited to have this conversation with you. Today, we’re diving into something incredible—four generations of optical success. Yes, that’s right, four generations! It’s a real game-changer, isn’t it? The world of eye care and optics is just ingrained in your DNA from birth. I can’t wait to delve into this with you. But first, for those who might not be familiar with your background, could you share a bit about where you’re from, where you work, and your role as president?

Daniel Brunson:

Absolutely, Dr. Glover. Our company is called Hicks Brunson Eyewear, and we’re proud to be a four-generation family business founded by my great-grandfather. There’s a fun fact about his name—his first name was Hicks, which often leads people to think Hicks and Brunson were two separate founders, but it was just him, Hicks Brunson. He started as an organized optician in the 1930s and 1940s, working for American Optical at one of their dispensaries. Eventually, he bought out the location he managed, laying the foundation for what would become Hicks Brunson Eyewear.

We’re now the oldest optical store in Tulsa, Oklahoma, and we’re proud of our rich history. My great grandfather was a Shriner, known for their significant community work, especially in aiding child burn victims. Following in the family tradition of community service, my grandfather was a Rotarian, and I’ve been heavily involved with Rotary here in Tulsa for many years. It’s been a privilege to apprentice under my grandfather, who himself was trained by innovators like Kevin Tuohy, the inventor of the scleral contact lens. So yes, optics is definitely in my DNA.

Mastering the Art of Brand Building in Eye Care

Dr. Darryl Glover:

I love it, I really do. Today, I want to focus on brand building because, think about it, sustaining a business across four generations absolutely requires solid branding. Throughout these generations, everything has evolved—technology, conversations, even our patient base. What worked in the 1920s or even the early 2000s won’t cut it in 2024. I’m eager to delve into what brand building means to you, especially considering the fantastic job you’ve done in continuing the legacy of Hicks Brunson. Can we dive into that, Daniel?

Daniel Brunson:

Absolutely, Dr. Glover. I’ve literally grown up with this business—cleaning the store on weekends as a teen and apprenticing as an optician in college. I’ve witnessed firsthand the evolution in our industry. And you’re right, you can’t stick to old methods if you want to thrive in today’s world. Brand building, to me, is about storytelling. The story I shared earlier about my great-grandfather and his beginnings with American Optical is a core part of our brand. It’s about understanding our roots while also focusing on our future direction and purpose.

Our brand is defined by stability and longevity. However, when I noticed the surge in independent eyewear in the late 2000s, I saw an opportunity to redefine part of our mission. We became passionate about offering unique products—frames that you couldn’t find elsewhere in our region. This means creating an experience that goes beyond just shopping—it’s about making our store a place where people want to spend time, where they can experience something unique. For us, that uniqueness isn’t just in our service, but in how we carefully select and present our frame collections.

The Power of Independent Eyewear

Dr. Darryl Glover:

It’s incredible to see the snapshots of your practice and office—they’re absolutely beautiful. The way the natural light plays off the frames, showcasing the designs… it’s just fantastic, especially with the Indie eyewear. I’d love to delve more into what your practice looks like and discuss the impact of Indie eyewear on your business. How has embracing this kind of eyewear transformed your practice?

Daniel Brunson:

I’m glad you brought that up, Dr. Glover. And just to add to the discussion about attracting people and building a brand, I’ve taken quite a few cues from the broader retail environment. I look at what successful retailers like Anthropologie, Williams Sonoma, and J.Crew are doing—how they design their window displays and merchandise their products. I’ve been emulating these strategies for years to create an engaging retail atmosphere in our practice. This approach has been crucial for us.

Dr. Darryl Glover:

That’s a fantastic strategy. Having the right products and creating the right environment is essential for the patient journey. Let’s discuss the role unique eyewear plays in your practice.

Daniel Brunson:

Absolutely, Dr. Glover. Offering unique, independent eyewear is key. These brands might not have the immediate name recognition of the big designer labels that produce a wide range of products, but that’s exactly what makes them so special. For many of our clients, it’s their first encounter with these brands, and there’s something genuinely exciting about introducing them to something new and different.

This process of discovery is not only thrilling for our clients, but it’s also deeply rewarding for us. As we share our passion and love for these brands, that enthusiasm becomes infectious, and our clients start to fall in love with them too. Every time we bring in new products, we already have a list of people excited about those brands.

Dr. Darryl Glover:

It’s clear that bringing in Indie eyewear adds substantial value. What would you say to someone just opening a practice who might think it’s too risky or not worth the investment to introduce Indie eyewear right away?

Daniel Brunson:

To someone starting out, I would say that investing in Indie eyewear is not just about stocking unique products—it’s about setting your practice apart from the very beginning. It’s about building a reputation for exclusivity and quality that can really define your brand and attract a dedicated clientele. This initial investment in unique and independent brands can establish a strong foundation for your practice’s identity and success.

Daniel Brunson:

Definitely, it’s all about seeing it as an investment. You need to consider who your target demographic is—who are you trying to attract? There’s a vast array of indie collections available at different price points, so there’s likely something that fits the budget and preferences of the clientele you wish to serve. The world of independent eyewear is much larger than many realize. Do your homework and think about your customer’s needs and desires. Not everyone wants an extravagant piece; many may seek something classic with a unique twist that fits their style.

Dr. Darryl Glover:

Speaking of sourcing these unique frame lines, where do you usually find them? Are you looking at options both domestically and abroad? Are designers coming to your practice, or are you meeting them elsewhere?

Daniel Brunson:

For me, it often involves attending Vision Expo East, which is a fantastic place to meet a lot of European and international designers. I’m also constantly scanning social media and keeping tabs on what other opticians and stores are showcasing. If something catches my eye, I note it down, and if it continues to pique my interest, I make it a point to study it more thoroughly. Then, I ensure to meet with that company at the next trade show. It’s about always being on the lookout and keeping your eyes open for new and exciting opportunities.

Transforming Trunk Shows into Patient Conversion Opportunities

Dr. Darryl Glover:

That’s a proactive approach. I’m also interested in learning some strategies to elevate my practice. Could you share tips on how to successfully host a trunk show and convert those attending into patients?

Daniel Brunson:

I’ve been doing trunk shows for a long time. In our industry, “trunk shows” is the term most people know and use, and I still use it a lot because it’s widely recognized. But recently, we’ve seen different trendy terms like “pop-up shop.” For our last event, which featured the stunning Anna-Karin Karlsson collection from Sweden, we called it an “exclusive event.” It truly was exclusive, given how unique that collection is—you’d have to travel hundreds of miles to find anything like it.

Consistency is key with trunk shows, much like many other things. You need to host them regularly, although not every event will be a blockbuster. Sometimes it’s just about timing—maybe there’s a big basketball game or a local event that affects attendance. But having a solid plan and sticking to it is crucial. I’ve developed a trunk show checklist over the years, which includes maintaining an email list, implementing social media marketing, and contacting local media.

Recently, I’ve found that making personal phone calls to fans of the brand adds a special and more personal touch. They might have seen an email and overlooked it, but a phone call makes it more memorable and engaging.

How Eye Care Professionals Connect with Patients in the Digital Age

Dr. Darryl Glover:

Absolutely, and I’ve mentioned this before, but my passion for optometry started when I was selling glasses. I once helped a patient who was visibly unwell and looking for something new. After fitting them with the right eyewear, the smile they gave me was so heartfelt it changed my life. From that moment, I knew I wanted to be more than just a salesperson; I wanted to be the one who prescribes the eyewear that could bring about such a transformation.

It’s more than just improving sight; it’s about enhancing lives. And that’s an incredible feeling, to impact someone’s life every day. Pivoting to another powerful tool in our field, let’s talk about video. Platforms like YouTube and Instagram are monumental in building a brand. How have you used video to enhance and build your brand?

Daniel Brunson:

Video has been a game-changer for us. When we first met, I was focused on blogging, but as social media evolved, video became increasingly important. It started with simple, unpolished videos that were more about show and tell. Over time, as we saw the positive impact, we invested in making our videos more polished and evergreen. We use platforms like YouTube to educate our audience about different eyewear technologies and showcase new frames.

These videos serve not just to inform but also to demystify complex topics, making our products more accessible to a broader audience. What’s been most effective is maintaining consistency and injecting our passion into each video. This approach has not only helped us reach an international audience but also deeply connect with them, making our brand more relatable and trusted globally.

Dr. Darryl Glover:

Man, that’s powerful. What I love about the internet is how it connects you with the entire world. No matter where you are or what time of day it is, someone can always access your information. They can watch your videos, learn about your practice, see what products you sell, and make that connection. I’ve done business with people I’ve never met in person, but we’ve met through the internet and have been able to grow and build something special.

When it comes to video, remember, you have the potential to reach a global audience. Just produce great content and connect with people on the other side of the screen. Speaking of which, do you have any tips for those looking to take their practice to the next level and build their brand, particularly in how to communicate effectively in front of the camera? While everyone enjoys the authenticity of raw video, it requires a certain skill set. You’ve done a fantastic job—I saw your recent video on the Transitions Gen S and the Ruby lens, and it was excellent. Could you share a few tips on how to better connect with viewers?

Daniel Brunson:

Absolutely. For anyone interested in getting into video, the first step is just to start. Nowadays, everyone has a pretty good camera right in their pocket. Begin by shooting videos; consistency is key, so the more you do it, the better you’ll become. Review your videos and identify areas for improvement, and yes, a tripod can be incredibly helpful. You don’t need much to start—a good camera, a tripod, and yourself.

When it comes to content, start with topics you’re comfortable discussing. I find it easier to freestyle because it saves time, but for more technical topics, I do my research, write an outline, and might do several takes to get it right. There’s definitely a process and a learning curve, but it’s all about getting started and improving as you go.