Building an Outdoor Brand from Scratch: A Step-by-Step Guide for Startups
for Outdoor Industry Start-Ups and Small Businesses
Bullmoose Softgoods
Starting a brand in the outdoor industry is an exciting - and sometimes overwhelming - adventure. Whether you’re launching a new line of camping gear, hiking apparel, or outdoor equipment, building a strong brand identity is key to standing out in a crowded market. A solid brand isn’t just about having a logo; it’s about telling your story, connecting with your audience, and creating a lasting impression on outdoor adventurers.
Step 1: Define Your Brand’s Purpose and Values
Every great brand starts with why. Why did you start this business? What problem are you solving for outdoor enthusiasts? What makes your products or services different from what’s already out there?
To get your brand’s foundation in place, answer these questions:
What inspired you to create this brand?
What core values do you want to highlight? (Think sustainability, craftsmanship, adventure, etc.)
What’s the experience you want your customers to have with your brand?
Once you have clarity on your purpose, craft a mission statement that captures your brand’s soul. This will guide everything from product design to marketing. It’ll be your North Star.
Step 2: Research Your Target Audience
Before you start getting creative with logos and taglines, you need to understand who you’re talking to. Outdoor enthusiasts come in all shapes and sizes - backpackers, climbers, hikers, and adventurers of all kinds. So, it’s essential to really get to know your audience.
Here’s how:
Survey potential customers: Ask them about their outdoor adventures, what they’re looking for in gear, and what challenges they face.
Do a competitor analysis: Check out other brands targeting the same crowd. What’s working for them? Where do you see room for improvement?
Social listening: Monitor social media and outdoor forums to understand what people are talking about and what they care about.
Knowing your audience inside and out helps you craft messaging that truly speaks to them.
Step 3: Craft Your Brand Messaging
Your messaging is where you bring your brand’s purpose to life. It’s not just about listing product features - it’s about telling people why your brand matters to them and how your products will enhance their outdoor experiences.
Here’s what to focus on:
Brand story: Share why you started your brand and what it stands for. People love a good story, especially when it’s about passion and adventure.
Product benefits: Highlight how your products solve real problems for your customers. For example, if you sell hiking boots, focus on comfort, durability, and traction on tough trails.
Tone of voice: Decide how you want to come across. Is your brand bold and adventurous, chill and laid-back, or perhaps a little cheeky? Keep your tone consistent, whether it’s on your website or Instagram posts.
Messaging is where you connect emotionally with your audience, so keep it real and relatable.
Step 4: Develop Your Visual Identity
Your visual identity is everything. It’s what makes your brand instantly recognizable and helps tell your story without words. In the outdoor industry, it’s especially important to create visuals that capture the essence of adventure and nature.
Key visual elements:
Logo: Your logo should be simple, memorable, and versatile. It needs to look good on everything - from your website to your product tags.
Color palette: Colors create emotional connections. Think earthy tones like greens, browns, and blues, which evoke a sense of nature. But don’t be afraid to go bold if it fits your brand personality.
Typography: Choose fonts that match your vibe. If you’re going for rugged and timeless, a serif font might work well. For something more modern, try a clean sans-serif.
Imagery: Use photos and graphics that tell your brand’s story. Whether it’s shots of your gear in action or sweeping landscapes, your visuals should speak to the adventurous spirit of your audience.
Consistency is key—your visuals should align with the rest of your brand identity, whether on social media, your website, or product packaging.
Step 5: Build Your Brand Assets
Brand assets are the tools that help you bring your brand to life. They’re the things you’ll use to promote your business and connect with your customers.
Here are the must-have assets you’ll need:
Website: Your website is your brand’s home base. It should reflect your brand’s personality, be easy to navigate, and make it simple for people to learn about your products and buy them.
Packaging: For outdoor products, packaging is more than just functional—it’s an opportunity to showcase your brand. Use eco-friendly materials and create packaging that enhances the customer’s unboxing experience.
Social media templates: To keep your social content looking cohesive, create templates for your posts, stories, and ads. You want your brand’s visuals to shine on platforms like Instagram and Facebook.
Email templates: Whether you’re sending out product launches or special offers, your emails should carry your brand’s tone and style.
These assets help you stay consistent and professional as you market your brand.
Step 6: Promote and Grow Your Brand
Now that you’ve got your brand in place, it’s time to get the word out. A solid marketing plan is essential for growing your audience and driving sales.
Here are some ways to spread the word:
Content marketing: Create blog posts, videos, or podcasts that offer value to your audience. Think about tips, outdoor adventures, or behind-the-scenes looks at your products.
Influencer partnerships: Team up with outdoor influencers who share your values and have an engaged following. Their endorsements can give your brand a big boost.
Email marketing: Start building an email list and keep your subscribers engaged with product updates, exclusive offers, and outdoor content.
Social media: Post regularly and engage with your community. Share photos of your products in action, promote new releases, and connect with your customers.
Step 7: Iterate and Adapt
The outdoor industry is always changing, and your brand should evolve with it. Pay attention to customer feedback, track how your brand is performing, and make adjustments as needed.
Don’t be afraid to test new ideas, tweak your messaging, or refresh your visual identity down the road. Your brand will grow as you learn more about your customers and the market.
Building a brand from scratch in the outdoor industry is an adventure in itself. It takes passion, creativity, and a whole lot of hard work. But by defining your purpose, connecting with your audience, and crafting a unique brand identity, you’ll be well on your way to creating something that resonates with outdoor lovers and stands the test of time.
Remember, your brand is about more than just what you sell - it’s about creating experiences and a sense of belonging for your customers. So get out there, stay true to your vision, and build a brand that inspires others to adventure with you.
And hey, if you’re feeling a little overwhelmed or just need a hand getting your brand off the ground, no pressure at all - Sapling’s here to help however we can. Whether it’s refining your strategy, creating your website, or making sure your marketing plan is on point, we’ve got your back. Let’s make it happen together!
