We had the pleasure of chatting with Athletic Brewing Co. yesterday. Many of you asked some great questions, but what stood out to me most was the efforts Athletic takes to live their brand story.
The story on the website reads:
“A better tomorrow. Isn’t that what we’re all here for? Mornings we can’t wait to wake up to. Days we never want to end. How about greener pastures we can actually access, and clearer skies wherever we roam? Happier trails – for us, and Mother Nature. And sunnier dispositions as far as the eye can see. A better version of our day, ourselves, our communities, and our world...
That sounds pretty grand to us. A tomorrow so promising that we plan for it today. With our choices, our motivations, and our daily routines. We live for that tomorrow. We push for that tomorrow. We are crafting that tomorrow. Because we know that tomorrow is going to be great.”
Stories like these, when executed through the brand identity, build cult-like followings.
I rarely (and I bet you agree) want to wear a CPG brand logo on a T-shirt or hat. I’m not interested in having Cheetos as a part of my identity– but something funny happens when you learn more about brands that have their values built in, brands that put their money where their mouth is, and brands that have a vision about a better tomorrow.
You want to stand with them because they align with your values.
✅ All of a sudden, you are wearing their T-shirt.
✅ All of a sudden, you are showing up to their events.
✅ All of a sudden, you become a loyal customer and have a fridge full of Athletic.
We can learn a few things from brands like Athletic Brewing Co. when we are creating content and developing the core foundation of a brand.
Dig deeper, create meaning…it’s the only way.
🍻 🍻 🍻
Bill Shufelt
Laura Silverman
