When starting a business that revolves around branding, it’s important to scrap your first idea, because most likely it sucks! Well, not always, but in the case of Bearded Brothers, our original name and branding wasn’t the best.
When we first started the planning process for Bearded Brothers we were calling the business Adventure Naturals. I came up with the name myself. We had purchase the domains, I had developed the logo, and even built out the website. Our Kickstarter campaign was also launched under this name (watch our video if you really want to see how far we have come).
Enter a wise friend with a few years of business experience under has belt, and a designer. We were challenged to re-think our branding. I had a really hard time with that at first seeing as how I was already invested in the current logo and website design.
I valued my friends opinion and experience, he was the CEO of a popular social networking platform, how could I not at least listen. So, I let my pride down, swallowed a piece of humble pie and went back to thinking of names for the business.
After some time trying to think of names both of our wives threw out the idea of Bearded Brothers. I hated it at first, but it gradually resonated with me. The thing I liked most was it conveyed the family owned aspect of the business. Secondly beards are hip right now, and the beard craze only seems to be growing in popularity.
The name was also easily remembered. When we went by that other name, nobody ever remembered it. We would get questions like, “how is the business going, what was it called again… Adventure something, right?” It was annoying as all get out, but once we changed the name I knew it was going to be a winner because EVERYBODY remembered it.
We also let the branding go as well. We hired somebody else smarter than me (Will Bryant) to create our logo and branding. Even though I had 7+ years experience as a “designer” I wasn’t good at branding, but the person we hired was awesome at it.
Had we gone with our original idea, I’m 110% sure we would not be where we are today. Nobody would have even given our bars a chance. We likely would have had a small local following, but I doubt we would have grown beyond those local roots. Hustle can only take you so far. If the branding behind your product sucks you won’t get very far.