Denial is a frighteningly strong phenomenon. It has the ability to blind us from the obvious and shield us from what is truly terrifying – like how single-use plastic is killing us.
As a commissioner of my local Environmental Enhancement Commission, I thought I had the leg up on everything eco.
“I know that I know nothing.”
– Socratic paradox
I quickly learned that being an EE commissioner has not, in fact, allowed me the divine gift of instantly downloaded eco-centric knowledge, but what it has allowed is the privilege of responsibility. Local citizens are asking me and my fellow commissioners the questions that need to be asked. A particularly important one for residents is:
What and what is not recyclable?
This has forced me to go to the experts: Waste disposal services. It was from speaking to one that I learned this fact that jarringly pulled the cozy green wool from my eyes:
“Recycle” actually means, “Export to China.”
According to NPR, “Some 106 million metric tons — about 45 percent — of the world’s plastics set for recycling have been exported to China since reporting to the United Nations Comtrade Database began in 1992.
Now that China won’t take it, what’s happening to the leftover waste?
According to the authors of a new study, it’s piling up.”
Okay, so you’ve heard all the scary facts on single-use plastic like bottled water, straws, or shopping bags. We’re filling up landfills, clogging up the ocean, “blah blah blah,” right? But we don’t see it. It’s not directly affecting us, right? Wrong.
How about the idea that because we’re producing and using so much plastic, we’re literally ingesting plastic? 😱 (Gross!)
That’s a sobering fact that The Dieline founder, Andrew Gibbs, relayed during his HOW Design Live session, A Plastic-Free Future.
Brands and consumers alike, I encourage you to take steps to reduce single-plastic use where you can. Brands like Boxed Water and Cove (who uses the right kind of biodegradable plastic) are showing us you can. And anyone who uses glass has the right idea.
Dare to lead the future. If you’d like someone on your team to help you do that – whether it’s a brand refresh or an update on your packaging design, let’s work together.
Change isn’t easy… except when you have a great photographer taking your photos.
At the beginning of 2019, I changed the company’s name from Brim Design Co. to Brim Branding to focus more on the strategy-before-design approach for projects. To communicate this visually, in March, I did a photo session with Michelle Cox Photography, who captured me in action during a brand strategy session.
With me positioning my company as a strategy-first creative firm, it was important to show potential clients what this means when in action.
If you’re not familiar with what a brand strategy/discovery session is, the very nascent thought of it can be intimidating or confusing. I’m a visual person, so – putting myself in my potential clients’ shoes – if I saw a snapshot of what a session looks like in action, it would be a little less scary for me to inquire about.
We did our session at The National location at WeWork in Chicago. What I love about each WeWork location is that each has its own idiosyncrasies that makes it unique to that location. I gelled most with The National location, because of its especially quirky wall art, and its close, 5-minute-walk proximity to the Metra LaSalle Street Station.
The National is also down the street from one of my favorite places to eat, Native Foods Cafe. (Do yourself a favor and get the buffalo wings – crispy, with buffalo sauce. [drooooooool] You might think it’s redundant to ask for buffalo wings with buffalo sauce, but they offer three different sauces, so you need to clarify.)
I’ve incorporated my new images in Brim Branding’s socials, proposals, post-session surveys, and website.
If you’re looking for photography for your business or event, do yourself the biggest favor and contact Michelle Cox-Vergara of Michelle Cox Photography. She’s fantastic with details and logistics like communication and scheduling. And of course, her photography is beautiful, in that it’s a more natural, authentic, photojournalistic style that captures moments as they’re happening.
Her working style is wonderful, because her warm and bright demeanor makes you feel comfortable and allows you to check whatever baggage you have about your appearance at the door. Her working energy is also quick and effortless, as she’s shooting away at a mile-a-minute, so you feel like she’s not missing a thing.
Can we also talk about her turnaround time with images? Michelle had hundreds of fully edited digital images ready for my review in one week. One week! She allows you to choose your image delivery between digital download or flash drive. I opted for flash drive delivery, since downloading each and every photo would’ve taken far too long just because there were hundreds.
Also, I recommend going with the flash drive option, because it’s the fanciest flash drive I’ve ever seen, with a Michelle Cox custom-engraved logo on crystal. I mean… how freakin’ fancy is that??
She also included a handwritten Thank You note (on heavy, equally fancy notecard). It’s those details right down to the very end of the client interaction that set apart any business from the rest.
With all of these phenomenal attributes, it’s no surprise Michelle has been my go-to photographer for years. (I have to also note that her specialty is weddings, so it’s even amazing that her business and event photos are fantastic.)
It presents us as a strategy-first consultancy rather than just a firm with short term design solutions. We don’t do flings; we love committed relationships.
We want to see your company start off on the right foot so you can immediately connect with YOUR IDEAL target customer.
“Brim Branding” rolls off the tongue more quickly and easily.
It’s more fun to say, “Double B” than “BDC.”
Speaking of fun and double Bs… Alliteration!
As much as I loved the name, Brim Design Co. (and despite me updating the name from Aerial Ardour, LLC to Brim Design Co. as recently as Fall 2018), the reasons for the change were compelling enough to do it. If you find yourself needing to make a change, figure out if the pros are numerous and compelling enough, and make the jump!
I’m on an evening plane back home to Chicago on December 4th, and I can’t remember the last time I was this excited. No, I’m not jazzed about going from perfect Santa Monica weather to sub-freezing Chicago chill; I’m excited about how I just attended my very 1st BevNET Live.
BevNET Live is THE leading conference for the beverage industry, showcasing the most innovative products on the market and the leading entrepreneurs of the industry. The official conference agenda took place over 2 days, and 1 day prior, there was a separate program: “Beverage School,” intended to educate early-stage entrepreneurs and industry newcomers on the process of launching and growing a brand.
With BevNET Live boasting attendees upwards of over 800, I wasn’t sure if I would be able to form real connections amidst such a sea.
But I’m happy to say I was able to find those I truly vibed with and shared values with.
It’s a testament to how truly diverse and varied the beverage industry is. In the most successful brands, the personality and values of the CEO/founders are reflected in the branding itself, right down to the packaging.
If you’re starting a beverage brand, your brand should reflect your personality and values, because that authenticity will come through, making it a clear call to your ideal customers to come find you.
The brands I felt an immediate kinship with at BevNET Live include ESLENA, Partake Brewing, Mother Matcha, Joybird, Smart Cups, Hope & Sesame, and HopTea.
ESLENA is an infused still water brand led by a bright, energetic, and passionate team who were my 1st contacts when I sat in the Beverage School portion of BevNET Live. Their positive energy set the tone for my maiden BevNET Live voyage. Co-founder Larkin Turner’s firm handshake and friendly face along with Co-founder Esther Turner’s spirited, youthful eyes and brimming energy made me feel hopeful and at home. (I learned they’re from Texas. A-ha! There’s that warm, home-grown welcome I know! I have good friends in Texas.) I got to try the Lemon Ginger flavor, which was a chill, yet refreshing delight. Personally, I prefer still water over the ever-so-popular sparkling.
And as someone who craves something a little more from my water (hence, my daily squeeze of lemon in my H2O), I was happy to meet the product as much as the people behind the brand.
Partake Brewing is an award-winning craft non-alcoholic beer brand with roots in Canada and fast expansion in the U.S. I had the valuable opportunity to spend time with CEO/founder Ted Fleming, where he shared with me his goals for 2019 and very personal reason for why he started the brand: He was diagnosed with Crohn’s Disease and had to make the very real decision to cut alcohol out of his life if he had a chance of beating the relentless disease.
Mr. Fleming’s narrative is the heart of Partake. He offers refuge to those who can no longer imbibe alcohol but still long for the experience of discovering new craft batches of brew.
Partake Brewing is definitely a brand that clearly communicates its WHY, which is what I want for all emerging beverage brands. A winning formula, a Kickstarter, and sales to 1500 retail locations later, Mr. Fleming can proudly say that his disease has been in remission. It’s a compelling story that had made a diehard fan out of me even before I partook in my 1st sip. (I finally did. It’s delicious.)
Mother Matcha spoke to me from an empowerment of women standpoint. Founder/CEO Samantha Tanner’s unapologetically emotional brand appeal and female perspective had me looking up from my notes during her presentation at the Beverage Showdown.
This ‘Matcha with a Mission’ supports and empowers women in business, entrepreneurship, and technology.
According to Mother Matcha’s website, “Through our partnerships with nonprofits that share the same vision, we are focused on putting an end to gender inequality throughout the business and technology landscape.” Now THAT is a mission. Starting off my early career with a mindset that I had to bury my femininity to be successful, seeing Ms. Tanner lead the charge with her brand had me soaring with pride and confidence in seeing a distinctively female voice in the field. The calm and kind energy of the Mother Matcha team had me WHOO-ing from the audience.
I also had the pleasure of spending time with Founder/CEO George Yu of the new CBD-laden kid on the block, Joybird Wellness, a full spectrum hemp-based CBD beverage. (Yeah, I had to look up what “full spectrum” means, too. You can read about it here.) I nerded out and let Mr. Yu know how much of a big fan I was of Joybird’s packaging.
(I dare you to not smile when you see the monochromatic, languidly smiling sloth named Sammy.)
Mr. Yu and I sampled some new products together from other brands and spoke about our favorite brands making their debut at the conference. It felt great making a connection with a person so driven yet so easy to hang with. Joybird’s samples were all the rage, so unfortunately, I missed out on tasting the beverage at the conference. However, I ordered a variety pack, and as of publishing, Sammy the sloth is en route, delivering my CBD bliss in bottles. (UPDATE: You can watch my Joybird unboxing and review on my Instagram highlights titled, UNBOXINGShere.)
The easy-going duo leading Smart Cups, Owen Dolan and Chris Kanik, wowed the Beverage School students with their 30-second pitch. Their specially formulated, proprietary Smart Technology gives them an incredible ability: Printing a beverage right in the bottom of a cup.
Just add water (or the liquid of your choice), and the perfectly-measured ingredients transform right before your eyes.
The time limit for the pitch was 30-seconds, and to the audience’s dismay, Mr. Kanik was escorted off the stage before we could see a demonstration. Fortunately, I later found his business partner, Mr. Dolan, sitting next to my husband at the hotel lobby bar, and I was able express my admiration for his innovative new product in person. It could’ve been how long of a day he had at that point (with which I fully empathized, having stepped right off the plane from and straight to Beverage School), but his wearily pleased reaction indicated that he was used to receiving the raving accolades for Smart Cups.
He kindly did a demo for me at the bar with the Nerdy Lemon-T and Brilliant Berry Margarita Blast flavors. WOW were they delicious. In addition to their innovative product, I also enjoyed the co-founders’ rapport, as the banter between them was reminiscent of a veteran comedic act. I imagine their retail sales meetings are down to a perfectly timed pitch.
As a plant-based enthusiast and a citizen concerned about environmental sustainability, I found a kinship with Hope & Sesame sesame milk. Co-Founder Matthew Coffer took the time to walk me through all 5 flavors, and he informed me about the sustainability of the sesame seed over other milk alternatives.
The sesame seed takes less water to harvest, making this beverage a delicious and environmentally friendly milk alternative.
I immediately ordered my own variety pack right after speaking with Mr. Coffer. (And you can watch my unboxing and review as well as peeks into my BevNET Live experience on my Instagram highlights here.)
Unfortunately, I was not able to connect with the Co-Founder of HopTea who presented at the New Beverage Showdown, Dean Eberhardt, let alone try the product, but I was intrigued by the concept alone: Sparkling dry iced tea made with hops, giving the beverage a distinctly IPA flavor, without the alcohol.
As I move into my later 30s, I increasingly find appeal in drinking less alcohol. The costs of body and time are becoming steeper prices to pay.
But I do love the taste and experience of imbibing. HopTea aims to capture that experience in every day occasions, and they just might: HopTea won BevNET Live’s New Beverage Showdown with a triumphant prize awareness package of $10,000.
We’re at the precipice of the trend of brewing hops in beverages sans yeast: There’s already sparkling water made with hops (See H2OPS Brand Hop Water and Lagunitas’ Hop Water). It was only a matter of time before tea steeped itself into the fold.
These are the brands I’m most excited to see grow in 2019 and beyond.
Each of them has a strong connection to their brand’s WHY (the heart of their brand), and follow that through with their WHAT (the face of their brand). I was fortunate to find my tribe at my very 1st BevNET Live, and if you’re thinking of attending, I have no doubt you will too.
What’s the 1st thing you think of when talking about branding? It’s the logo, right? Yes, it’s a big part, but it’s just one part of a brand. A logo is a representation of what’s inside a company and what really matters: The heart. A truly strong brand is in touch with their heart and can communicate that clearly.
When a brand is able to identify what drives them and WHY they do what they do, that brand can clearly communicate with their ideal customers and turn them from passive consumers into brand evangelists and raving fans.
A strong heart is exactly why Apple is often referred to as one of the gold standards of brilliant brand execution. A strong heart is exactly why Apple has diehard customers and countless blogs dedicated to Apple fandom. (See CultofMac.com, 9to5mac.com, MacWorld.com, and your next-door neighbor and co-worker who just won’t shut up about the latest iPhone.)
Apple’s heart is about innovation, creativity, and design. Those values inform the brand execution in all touchpoints, from the sleek product lines and their simple and high quality packaging (and the sleek white storefronts they sell them in), user-friendly interfaces, and support of creators. And yes, even down to their logo.
So when you’re looking to create your brand, start with determining the heart. After that, you can work on putting your best brand face forward.