At @fourpillarsgin we're all about craft. The craft of making the world's best gin..
And our brand has been built on one word, intimacy. Inviting people to get up close and personal with our gin craft.
What's your theory of brand growth?
#lessonsfromgin
Stop obsessing about scale. In fact, go further. Become an anti-scale business and build a culture that values smallness.
By trying to scale your business, you might just missing the secret ingredient of your future growth...intimacy.
Value intimacy, intensity, the depth and quality of your relationships, the remarkable impact of your customer and brand experiences, the loyalty and advocacy of your most passionate fans. These are the foundations of a business with real long-term growth potential.
I loved the chance to sit down with @nathanchan at @foundr to talk about the theory and focus we brought to sharing and marketing the craft at the heart of @fourpillarsgin . This is one of my favourite parts of what I was able to capture and explore in my book.
#lessonsfromgin
For most of us, we're into the last working week before Christmas. Which means it's a good time to reflect on our focus for the new year after we've given our mental and emotional batteries a much-needed reboot.
The last few #lessonsfromgin I'll be sharing this week are focused on growth and what it will take to grow your business, start-up, passion project or side hustle next year.
First, we'll talk about how to share your craft, business, brand and product story with the world (or at least with the universe of customers, users and stakeholders you need to target). Second, we'll look at how to navigate the challenges of growth that come inevitably with your success.
But first, here's a foundational piece that will help with all this....your strategy story. It's key that you can articulate the story of your strategy to yourself, your team, your investors, your partners and your customers. Take every opportunity to tell, reinforce and (sometimes) evolve your strategy story out loud.
Here's a simple strategy story framework you can use. There's lots more depth on all this in my book....best enjoyed with a @fourpillarsgin Christmas Gin & Ginger (get your last-minute gin gift orders in this week too!).
Brand building is signal sending.
Every decision you make sends a signal about what your business stands for and what it values. Everything you do makes people feel something about your business.
So every act, every word, every touchpoint, every piece of design is a signal (or, if you prefer, a clue) about what your business is all about.
It's not complex. But it is difficult. And, at times, exhausting. Because once you realise this is what brand building is all about, once you realise that your 'brand' is impacted by everything, and that your 'brand' is everyone's responsibility, life gets harder. Everything needs to be considered more. But it's worth it.
PS...I had too much to say here, so I had to say it fast!
#lessonsfromgin
How do you craft your business?
That sentence probably feels a bit wrong. After all, while a product needs craft, surely a business just needs business-y-ness? Well, yes, and yet...
Just like your product, your business also needs thought, design, finesse, care, attention to detail and (yes) craft.
In this video, I quickly touch on four things that I think you need to think about and then craft into the business that will give your product the best chance of getting the growth and success it deserves.#lessonsfromgin
This week here on Instagram is going to be all about crafting.
What does it take to turn your ideas into action and start crafting the three elements that will be critical to your success?
Loved this chat with @foundr .
All this week I'll be posting #lessonsfromgin that get to the heart of what we're discussing here....how to craft feeling and meaning into your business and (critically) your brand.
Because the point of saying your brand doesn't exist is to remind you that your brand isn't something separate to and separable from your business. Your brand is your business...and the language of brand reminds you that how people FEEL about your business is key.
What do you picture when you picture success?
This lesson is the pivot point in your process of business planning when you stop thinking about timeless purpose, craft and opportunity and start thinking in specific and material terms about what you're trying to build and what it will take to do it.
At @fourpillarsgin this is where we decided to try to be the global benchmark for craft gin at scale. What's your ambition? What future do you picture?
#lessonsfromgin
The first review are in. I'm so thrilled people are finding my #lessonsfromgin so relevant and actionable. Let me know if you've read it yet. Would love to hear what's resonated with you!
The first review are in. I'm so thrilled people are finding my #lessonsfromgin so relevant and actionable. Let me know if you've read it yet. Would love to hear what's resonated with you!
The first review are in. I'm so thrilled people are finding my #lessonsfromgin so relevant and actionable. Let me know if you've read it yet. Would love to hear what's resonated with you!
