When launching a new consumer packaged goods (CPG) brand—i.e. products that are consumed by people on a daily or frequent basis—developing the right marketing strategy can be just as important as the product itself. Effective storytelling is a powerful tool that can help establish connection and trust between the consumer, product, and the company, which ultimately drives revenue growth. In competitive markets, having a strong narrative can set you apart from other brands, increase the likelihood for people to share your story, and lead to a loyal customer base that boosts overall success.

More than half of consumers (57 percent) will increase their spending with a brand when they feel a strong connection, and 76 percent will buy from them over a competitor, according to a study from Sprout Social. Connection is heavily built through storytelling, something award-winning creative director turned eco-entrepreneur Jan Livingston Mokhtari knows firsthand.

A power player in the marketing industry for over 20 years, the former head of creative for Fox Networks Group’s first branded content was once named one of Business Insider’s “Most Creative Women in Advertising.” Livingston Mokhtari led brand-building campaigns for heavyweights like Procter & Gamble, Samsung, Target, Nestle, and T-Mobile. Her passion for narrative also transcends into filmmaking—she’s been a creator, writer, and showrunner for networks like E! and Comedy Central.

Given her expertise in marketing and storytelling, it’s no surprise that when she set out to launch Gray Whale Gin in 2016 alongside her husband, Marsh Mokhtari, the company quickly became the fastest-growing craft gin in the country. Storytelling is key in every touchpoint of the brand, down to the ingredients. Inspired by a family camping trip in Big Sur where they spotted a gray whale and its calf on their migratory journey, the company infuses this core narrative in its name, purpose, botanical ingredients, packaging, and even proceeds from its sales.

“These creatures have been making the longest-known migration to man for [more than 30 million years], and it started this conversation of how could we tell that story through a spirit that celebrates California, is made from California botanicals, and gives back to ocean conversation,” says Livingston Mokhtari on the latest episode of WorkParty.

The result is an award-winning gin infused with locally sourced botanicals (including sea kelp) that is sustainably packaged in an ocean-inspired teal bottle showcasing a gray whale tail. One percent of all sales go to supporting ocean conservation and the creatures within it.

Having built her company from the ground up, Livingston Mokhtari has plenty of advice for aspiring entrepreneurs looking to do the same—especially when it comes to marketing. For her, the biggest mistake brands can make is overcomplicating the narrative. “I see a lot of young brands telling too many stories in too many places,” she says. Streamlining is key as to not confuse the consumer and detract from your central message.

Here, she shares four key marketing tips for those looking to build their brand:

1. Always come back to your core story

Storytelling happens at so many different touch points throughout the customer’s journey, and it’s important to stay consistent. Make sure you’re staying on brand with your company’s mission and always consider your core narrative when making decisions for stronger impact.

2. Before saying ‘yes’ to opportunities, ask yourself if it aligns with your brand

As your company grows, so too will the business opportunities. Whether you’re presented with a partnership, collaboration, or asked to participate in an event (big or small), make sure that it’s right for your brand. Does it align with your company’s purpose, values, and core narrative? Will it make sense to the customer that you said “yes” to this?

3. Authenticity is key

Make sure that all brand decisions are coming from an authentic place. For example, if you’re invited to an event and know that influential people will be there in attendance, you must ask yourself if saying “yes” is coming from an authentic place with the other partnerships that you have. Try not to get caught up in opportunities or trends that will detract from your core message and company purpose.

4. It’s just as important to say ‘no’

Opportunities may come along and they may be big, but they could spread your team or your budget too thin. After winning awards, several distributors asked Gray Whale Gin to be in their states, but they turned them down. “If you’re in 48 states and you’re only selling 5,000 cases, then that’s not a good efficient use of your budget, your time, or your founder’s time,” she says. “We recognized that we were in one of the largest craft gin markets in the world, which was California/Los Angeles, so we just focused on California. That was a really smart move because when the strategists were interested and wanted to have conversations with us, the data of 3.5 percent of the market in California was enough on its own.”

Livingston Mokhtari was able to stay focused on marketing, which at the time, was the bottle, events, and organic social media, and that decision helped prevent her from overextending herself and her team, allowing the company to grow organically at a pace it could sustain.

Tune into the latest episode of WorkParty with Jaclyn Johnson for more key learnings from her illustrious career in advertising and how she built Gray Whale Gin into the successful brand it is today.

https://open.spotify.com/episode/5mNIuQqWZ96pBvuwvUVWU4?si=160d07a2fc8740cf

RESOURCES

To connect with Jan Livingston Mokhtari click here
To follow along with Gray Whale Gin click here
To connect with Jaclyn Johnson click here
To follow along with Create & Cultivate click here
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