It takes guts to start a business and build a brand. But it takes a fearless, no holds barred, IDGRA kind of ruthlessness to be uncommon.
I’ve always thought the best way to learn is through experience. So we’ve collected five uncommon brands to inspire drama, confidence, and that authentic ruthlessness in your own brand.
Murder your thirst. Don’t be scared, it’s just water. Literally ZERO brands have managed to disrupt the water industry in the way of Liquid Death. Not only does their visual prowess slam the competition, their messaging grabs the user by the throat. The dry-humor-laced language susses out and bonds the user to the brand, making way for water consumption promotion and environmental conservation (canned water, duh and Cutie Polluties). I mean, come on, they have footage of customers shotgunning cans of water and a partnership with Martha Stewart. LITERAL disruption.
Gary Vaynerchuk (or Gary Vee) just might be the most stand up entrepreneur of the century. Besides taking a family wine business from $3M to $60M, launching VaynerMedia and becoming a multi-book best selling author, this man is KIND and uses the word fuck. A lot. But like poetically, you know? It is in his authenticity, reframing the masculine (and boss) persona in business, and championing of new and future entrepreneurs that make him one of our aspire-to-be uncommon personal brands.
Meow Wolf has cornered the market on immersive art experiences. I had the immense pleasure of immersion in Vegas the summer of 2022 and wow. Beyond their extensively thorough installations across three massive spaces in different parts of the US, Meow Wolf is a literal k-hole of brand consistency and conscious-altering storytelling. The bombastic, futuristic, ultra-reality presence of their spaces dually culminates in their colorful, sporadic and inviting online and marketing personality. Their uncommoness piques curiosity and gives exponentially more than you’d dare expect.
The *literal* cream of the coffee crop, Onyx Coffee Lab has elevated the act of coffee (because let’s face it, coffee is a verb), making it an experience instead of a habit. Their packaging is to DIE (bags are so unsexy, right?); messaging–to DIE; their cause (sustainability)…I mean I’m DEAD. And for why? Only to elevate their nature and brand-stance: quality over quantity. From the small batch roasts to product names and package detailing, all of the tactics ring purposefully and curatorily true. And we haven’t even broached the topic of taste yet…funny how branding works. Hmm.
This guy has been on the market a while (and out of prison for longer). Dave's Killer Bread is product meets mission all the way. While the bread is indeed killer (I have a loaf of GoodSeed chilling in my pantry), it’s the combination with the backstory that seals it’s uncommonness. Once a 15 year resident of the penitentiary, Dave has used his family’s business to reroute his life and help others through their Second Chance Employment cause. From the unusually illustrative logo to the, again, uniquely fitting lingo, Dave’s Killer Bread is a superstar player in the bread aisle.
We are attracted to brands that make us think; those which attempt to connect. Uncommon brands take a stand in the world; passive doesn’t exist in their vocabulary. They unabashedly tell their story through colorful, dramatic and uniquely human language and visuals designed to highlight their authenticity; effectively transforming them into a magnet of the highest attraction.
Starting a podcast sounds fun. Until the silence rolls in. Let's unravel where I went right and where I went so so wrong.