Holding on to vision when west meets east

West Australian

7 days ago

As marketers, we are always searching for the elusive 'perfect' articulation of brand purpose. When you get the magic right—when consumers, shoppers, retailers and employees all believe and experience why the brand exists—it builds a strong emotional connection. In turn, this fosters deep loyalty.
But if you get the purpose wrong, or chop and change it with every new brand manager, the brand can easily be dismissed as inauthentic.
In my experience, the history of a brand forges the path to a unique and differentiated purpose. Who founded the brand? What's the origin story? What hardships were overcome to grow it? Who were the early loyal customers?
These stories often pave the way to an authentic purpose that sets the brand up for long-term success.
Gage Roads turns 20 this year, and while Single Fin and Side Track are homegrown Western Australian favourites, the rise of Gage Roads on the east coast is just starting to take off.
The story of Gage Roads began with two brothers and a mate, a $25,000 credit card, and a desire to create beers that paired perfectly with their West Aussie lifestyle. Beach days, surfing with mates and trips to Rotto were staples of that life—and they helped define the brand's purpose, as well as its distinct personality.
With 85% of Australians living within 50km of the coast, Gage Roads has been able to connect with people across the country. As more consumers seek Aussie authenticity and connection, we're seeing Gage Roads grow rapidly in the East—driven by our 'Made for Yewwwww' campaign, sponsorship of grassroots surfing, and commitment to creating opportunities for great coastal experiences with mates, just like our founders envisioned.
Brand purpose isn't just words on a page. It's a guide that helps define what is right and wrong for the brand. It drives differentiation, loyalty and engagement - with consumers and employees alike—and, ultimately, it creates value.