Today we’d like to introduce you to Julie Austin.
Hi Julie, thanks for joining us today. We’d love for you to start by introducing yourself.
I spent more than 20 years in the U.S. Army and retired as a LTC. Serving taught me about leadership, mission, and taking care of your people, and those values shaped everything I’ve done since. As I began my transition out of the military, I noticed a gap in how hard it is for veteran-owned businesses to get found and how many veterans want to own something but don’t know where to start.
That’s what led me to start the DogTags to Ownership podcast, where I talk with veteran entrepreneurs about how they made the leap from service to business ownership. Those conversations showed me that veteran-owned businesses are a real pathway to stronger communities, but they need visibility and support.
So I launched Forces Brands USA, a marketplace, directory, and podcast hub that makes it easy for people to find and buy from veteran-owned businesses. Today I’m focused on growing the vendor base, with the same mission I’ve had since day one: helping veterans build something of their own.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Not at all, and I’d be lying if I said it was. Going from a structured military career to building something from scratch was a big shift. In the Army there’s a chain of command, a plan, and a team around you. As a founder, you’re often making the call alone with incomplete information.
The biggest challenge has been building a marketplace, because you have to earn trust on both sides. Veteran business owners want to know the platform will bring them real customers, and shoppers want to know there’s enough to choose from. On top of that, a second struggle is learning the technical side of building a multi-vendor platform, and wearing every hat at once.
But the military taught me to adapt and keep moving toward the mission. Every setback became a lesson, and the podcast helped, because hearing other veteran founders share their own rough patches reminded me that everyone’s road has bumps. I wouldn’t trade it, because the struggles are what shaped the mission.
We’ve been impressed with DogTags to Ownership LLC, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
DogTags to Ownership is the umbrella brand, and it has two prongs that work together.
The first is the DogTags to Ownership Podcast, where we interview military members, veterans, and military-connected entrepreneurs who have turned their dog tags into ownership. Every episode is built around actionable advice and real insights, so listeners walk away with something they can use to start or grow a business of their own.
The second is Forces Brands USA, our destination platform. Everyday consumers can shop products from multiple businesses in the military community, put them all in one cart, and check out once. Shoppers can also search for military-community services and discover other podcasts, so it works as a one-stop hub for the whole community.
What sets us apart: Most veteran-owned directories are just lists. We combine storytelling and commerce. The podcast introduces you to the people behind the businesses, and the platform makes it simple to buy from them.
What I’m most proud of: Building a marketplace where military connected owned businesses share one storefront, and the authentic stories we amplify behind each brand through the podcast.
What I want readers to know: When you buy from a veteran-owned business, you’re supporting a family, a mission, and a stronger community. Our goal is to make that choice easy and instead of saying thank you for service buy Veteran Owned.
Are there any books, apps, podcasts or blogs that help you do your best?
Absolutely. For me, the best resources are the ones that connect me with people who understand this space.
Heroes Media Group has been a big one. They were the first veteran founded media company specializing in podcasting. The founder Adam Bird has been a huge help to us in the podcasting space along with connecting us to fellow military podcasters.
The Eat Your Feelings Show is another I turn to. They provide honest and candid conversations around mental health with a good dose of perspective all while cooking.
And Military Creator Con has been valuable because it puts me in a room with other military-connected creators and business owners who are building in public, sharing what works, and supporting each other.
What ties them together is community. Building a business can feel isolating, and the military taught me that no one succeeds alone. The people and platforms that keep me learning, connected, and encouraged are what help me show up and do my best.
Contact Info:
- Website: https://forcesbrands-usa.com/
- Instagram: https://www.instagram.com/forcesbrandsusa/
- Facebook: https://www.facebook.com/p/Forces-Brands-USA-61591513811184/
- LinkedIn: https://www.linkedin.com/in/julie-v-austin
- Youtube: https://www.youtube.com/channel/UCdhr9X4pRYB49xyWKb3QGZQ
