Darren Campbell, founder of The FBA Brand Builder, has made big promises on social media about his “global brand-building” ambitions. Recently, he claimed his business would expand from Northern Ireland to the UK, Europe, Dubai, and beyond, aiming to become “the biggest brand building company in the world.”

But when it comes to building a successful online brand, promises alone don’t get you far. Real success requires a comprehensive set of skills — skills that Campbell and his team don’t seem to demonstrate.

What It Really Takes to Build a Successful Online Brand

Building a brand that resonates with consumers and drives revenue isn’t as simple as just launching on Amazon or creating a TikTok profile. Companies like HubSpot, a leader in digital marketing and CRM solutions, emphasize that brand-building requires a wide range of specific skills, including:

1. SEO and Content Marketing: Strong search engine optimization (SEO) strategies are essential to ensure that a brand’s website and content reach the right audience. HubSpot highlights that content creation — from blog posts to videos to social media updates — must be consistently optimized for search engines. This involves understanding keyword research, user intent, and how to structure content so it’s both useful and discoverable.
2. Social Media Strategy: Building a brand today means engaging audiences across various social platforms with tailored content. This goes beyond posting product photos. A true social strategy considers audience segmentation, platform-specific tactics, and consistent engagement through comments, messages, and interactions. HubSpot advises that brands should focus on creating valuable content that builds community and trust — not just posting aspirational images or high-revenue screenshots.
3. Email Marketing and Lead Nurturing: Email remains one of the most effective ways to engage an audience. Companies like HubSpot advocate for nurturing relationships with leads through targeted email campaigns that guide them down the sales funnel with valuable content, offers, and follow-ups. This requires not only email software but also an understanding of marketing psychology and consumer behavior.
4. Analytics and Data-Driven Decisions: Brand-building involves constant analysis of metrics to understand what’s working and what isn’t. HubSpot emphasizes the importance of tracking metrics like conversion rates, customer acquisition costs, and return on investment (ROI). Successful brand builders know how to adjust their strategies based on these insights, ensuring long-term growth.
5. Product Development and Brand Positioning: Beyond marketing, a successful brand has to deliver a unique value proposition. This includes product development, design, and brand positioning to stand out from competitors. A clear brand identity and message, as well as a focus on high-quality offerings, are vital components of a successful brand.

Does The FBA Brand Builder Demonstrate These Skills?

Darren’s claims about building “the biggest brand building company in the world” may sound ambitious, but a close look at his brand-building efforts reveals several gaps in the skills needed to achieve such a vision.

First, there’s little evidence that Campbell or his team have the expertise required in key areas like SEO, social strategy, or content marketing. The brands launched through The FBA Brand Builder lack an online presence beyond Amazon, TikTok and Instagram, which means they’re missing out on the potential customer base that effective SEO and content strategies could bring. If these brands were truly optimized for growth, we’d see them appear in Google search results and have active, engaging websites — but we don’t.

In his recent Instagram story, Darren claims: “If you want to build an online business, or an online brand, you will eventually come to the FBA Brand Builder.” But with no visible content strategy, limited social engagement, and a focus solely on Amazon sales, it’s unclear how his program could position a brand for sustainable, multi-channel success.

A Questionable Hiring Approach

Campbell has also recently promoted new job openings in Northern Ireland, advertising a “family-like” team culture and a £25,000 starting salary for local PPC Managers. However, a deeper look into his hiring practices shows a different side to his team-building claims. He’s outsourced other key roles — like brand design and video editing — to freelancers in the Philippines through platforms like OnlineJobs.ph. These outsourced roles offer significantly lower pay, often up to 80% below UK rates, which contradicts his local hiring pitch.

According to Darren, the FBA Brand Builder aims to “optimize” and “leverage” online businesses. But true brand optimization relies on experienced marketing professionals, product experts, and data analysts who understand how to grow brands across platforms. By outsourcing critical roles to low-cost labor markets, Darren’s strategy appears to focus more on cost-cutting than on developing a high-caliber team with the skills needed to build global brands.

Lack of Transparency and the Importance of Disclosure

One concerning aspect of Campbell’s program is the lack of transparency around the qualifications and backgrounds of his team. Building a brand isn’t just about low-cost labor; it’s about having knowledgeable professionals who understand brand positioning, customer psychology, and multi-channel marketing.

If Campbell’s team lacks experienced marketers and brand strategists, then his promises to help people build successful brands may be misleading. For clients who are new to the world of e-commerce, there’s a risk they may invest in the program under the assumption that they’re working with experienced experts when, in reality, they’re working with a cost-efficient, outsourced team.

The Need for Transparency and Skill in Brand-Building

Building a brand is complex, requiring a wide range of specialized skills, from SEO and content strategy to product development and data analysis. Darren Campbell’s promotional content might sell a compelling vision, but a lack of transparency around his team’s skills, as well as the inconsistent hiring practices, raises questions about whether his program can truly deliver on its promises.

If The FBA Brand Builder genuinely wants to become a global brand-building leader, it needs to start by ensuring its team has the expertise required to guide clients to success. Promises alone don’t build brands; skills, transparency, and a clear, multi-channel strategy do. Until then, prospective clients should look closely at the reality behind the marketing and ask if they’re really getting the tools they need to succeed.