Brand First
(then everything else)
How your curiosity, values, and purpose
can build stronger companies.
Before we start: how many of you own brands?
(it’s a trick question)
We are all our own personal brands.
It’s how we present ourselves to the world.
Thoughts, ideas, actions, style, intentions, values, stories we tell.
When your personal brand aligns with your businesses - every deal, email, and shred of content you make will have increased value.
This is vital for entrepreneurs to build strong brand experiences that people actually want to be apart of.
How following my personal brand lead to Portage Brewing.
2011 - Found A Hobby
My cousin introduced me to home brewing, which aligned with my core values around community, creativity, and making engaging products. Gave me natural energy to continue creating and building my craft. Also, taught me the technical fundamentals of brewing and developing recipes.
2017 - Launched Portage Brewing
Every aspect of our business was baked with attention to detail and prioritizing brand quality. The name, font type, color palette, beer names, label designs, experiences, how we communited to the world - all came from that origin of curiosity and authenticity.
2014 - Found Purpose at Work
I quit my corporate career and moved to San Francisco to work for Lyft, which aligned with my values and interests of social impact and trying to solve real world problems through business. During this period, I also started a home brewing community through Lyft, which allowed me to continue honing my craft and grow my community.
2019 - A Stupid Fire Took Everything
In the middle of the night, a catastrophe strikes that pushes us to almost closing for good. Our community single handedly revives us, granting a second chance. Renewed vision for the brand experience and passion for our community.
2020 - Portage Emerges From Ashes
With a refreshed sense of purpose, including new taproom experience and better production facilities, Portage starts again. Backed by a more loyal community, we’re able to start distribution and survive the pandemic.
2025 - Ranked 18th MN Brewery
Over eight years, we’ve released 300 new products, entered 40 brand partnerships, distribute to 400+ accounts regionally, have welcomed thousands of guests to our experience, and are currently ranked in the top 8% of rated breweries in Minnesota.
2015 - Took a Long International Trip
At 26, I’d never flown further than Mexico or explored new cultures and ways of living. I needed perspective to bring clarity to my world view, which only bolstered my truth that the corporate ladder wasn’t my calling. Dad also called me while traveling to pitch the idea of starting a brewery.
Takeaway: build things that matter to you.
Before starting your next business, make sure it aligns with your
values, curiosities, and purpose that makes you authentic.
You’ve got your next idea or business concept, now what?
From start to finish, here’s a technical apporach to building your brand and marketing teams.
start
The most important piece is defining your aspirations, guiding principles, and path that your brand will take. Also, how are competitors and customers currently feeling about your brand and industry?
brand research
brand strategy
Framework and function are starting to form around how your brand will present to the world. Aspirational names, logos, tone, colors, and plenty of prototypes start to form on the back of napkins.
brand identity
brand design
Technical mockups and finalization of brand name, logo, color palette, font types, and essential brand assets start lining up on the page. Nothing is final, but time is no longer wasted with our heads in the clouds.
marketing strategy
content planning
content production
Finalization of all brand assets is complete, including website, social media accounts, business cards, email, internal operational systems, and any other items that will be essential for brand awareness.
campaign execution
Audience archetypes are laid out, with effective marketing plans to reach consumer base. Other marketing automation tools, design needs, equipment needs, and outlines for content needs are made.
finish
All required content and supporting campaign tools and software are ready to press play. Content library with illustrations, photography, SEO, videography, and email are built.
