We love their commitment to bringing the world better beers, their mission to making the world better by being in it, and we love their unashamedly frank and BS-free personality.

Here are 5 lessons that Brewdog has taught us about standing out in a crowded market.

1. Stand for something.

Brewdog was born to revolutionise the beer industry and completely redefine British beer-drinking culture. Brewdog may now be valued at $2billion and have over 2000 employees, but every person who comes into contact with the brand is clear on the mission and the values of the business

Unlike many businesses, Brewdog’s mission and values are more than just words on a wall. They are baked into the DNA of the business, and influence how it behaves, what decisions are made, and how people are held to account. To ensure no room for misinterpretation, the meaning behind them have clearly defined. Employees and customers alike are clear on what Bredog stands for and why and what success looks like.

2. Stay in Character

Brewdog’s ‘refreshingly radical but human’ personality is integral to how it communicates. Regardless of the format or situation, the tone of voice never shrinks or deviates. All forms of communication produced by the brand feels authentically Brewdog. A great example of this is the way that Brewdog resounded to a trademark infringement

3. Use every interaction to tell their story.

There is no beginning or end to the brand. Whether you are reading the messaging on a beer can, watching a video of their latest product launch or reading the companies annual report, the ethos, the narrative is consistent.

It is the accumulation of all these messages, told in slightly different ways that build the brand story and ensure that tone and mission of the brand is clear when the consumer is selecting what beer that they want to drink.

4. Create stories to get people talking.

Brewdog often shuns traditional advertising in preference of a story that gets people talking. They invest their time and energy in crafting a message that brings to life the brands perspective and mission often in the context of what is happening in the world at that very moment. They rely on the inherent sharability to spread the word.

Brewdog is not fearful of what people think and know that what they create is often polarising. They understand who their customer is and what they love about them, and don’t try and appeal to everyone else. They embrace the haters.

5. PR everything they do towards delivering their mission.

Brewdog PRs it’s initiatives. All of them. It regularly informs the press of its business decisions and changes to its operating model based on living up to its purpose. Brewdog uses its platform to cast light on the issues facing the planet and show the steps that it is making to personally take to hold itself accountable and be the change they wanted to see.

Not only does this approach demonstrate it’s innovation and commitments to people and the planet but gives another avenue for communication to keep the brand top of mind.

Whilst we have no affiliation to Brewdog other than a deep seated infatuation, this is the work that we love to do. If you are a purpose-driven brand that is looking to stand out in a crowded market, get in touch.

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