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For those looking to build a cohesive and consistent brand presence.
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I'm Ali Rae and I love building brands.
So let's build that business one blog post at a time.
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Today’s unsuspecting brand is: Proud Source Water!
Proud Source is an alkaline spring water that sources its water in two springs throughout the United States: one in Idaho, one in Florida. They have a very clear mission: “We are on a mission to do bottled water different by protecting the environment, uplifting our source communities, and empowering consumers to make sustainable choices.” Okay, so this is their base…now let’s look a little deeper.
Water is such a basic human need that it’s difficult to reinvent it, right? It’s H20, literally a molecule that *can’t* be reinvented.
So how did Proud Source do it? They took a commodity and put a twist on it. “Water Done Different” – their tagline hits you from the front page of their website!
The twists are:
These three things come together to create Proud Source’s UVP, or unique value proposition. They took something so mainstream, so necessary–and they re-created it, differentiating themselves from their competitors.
Transparency goes a long way with consumers.
On the “Our Water” page of their website, they provide a the percentage of each mineral in the water, so that consumers know exactly what they’re putting into their bodies.
They outline the exact filtration system that they use.
They tell you which spring the water came from.
So from the start–consumers know where their water comes from, how it’s filtered, what is in it, how it’s packaged.
Doesn’t that build quite the know, like, and TRUST factor between Proud Source and potential consumers? Of course it does!
Every piece of their brand is water-related. This sounds basic at first, right? Well, surprisingly enough, it’s NOT super common to find as cohesive of a brand as Proud Source. Let’s dive into a couple examples:
“Wavemakers” is their not-so-influencer influencer program. Their brand ambassadors are called “wavemakers,” alluding to the product they sell—water—and the mission of their company—to do things differently, or make waves.
“Ripple Effect Blog” is the blog on their website. It clearly illustrates how they are contributing to a positive ripple effect of recycling and sustainability to build a better tomorrow for future generations. They have blog posts titled, “Busting the Myth: Is Aluminum Bad for You?” And “Race to Circularity” which introduces their Infinite Bottle Project.
While I wouldn’t categorize Proud Source Water as a big brand, they have their branding together for sure. At the moment, I believe they have around 50 employees, but there is a lot to learn from them! So here are some tangible takeaways from Proud Source to apply to your small business:
There ya have it for this week’s Branding 5 at 5 about Proud Source Water. Now I’m not sure what you’re waiting on, but you should get there and grow!
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