September 15, 2020

Brand Like Your Life or (Liquid) Death Depends on It

Tuesdays With Coleman

You are always thinking of ways to get more listeners. How to best promote your talent. Which contests to run. How to make your brand “sticky”. We often see in our research that sticky brands–brands that do memorable things and become top of mind for those attributes–are more likely to grow their audience.

You can generate lasting, memorable images of your brand with great brand marketing. And the best part? Much of the brand marketing you can do to build those images is free or low-cost. The imaging on a radio station. The cover art you choose for your podcast. The name of a streaming channel. The home page on your website. These are not just opportunities to promote your brand, they are opportunities to build your brand.

Every piece of imaging you produce, every video you record, every photo you release, every blog you write should go through your brand filter. Does this support my brand and will it build my brand?

Enter Liquid Death Mountain Water.

At, you’ll see:

  • A memorable, in-your-face positioning statement: “Murder Your Thirst”.
  • The “Contact Us” button is labeled “Summon Us”.
  • Their rewards program allows you to “Earn Skulls”.
  • There’s a blue button on the top right that says “HELL YES”. I didn’t know what the hell it was, but I had to find out.
  • And….

I’m not going to leave out the best part: the Killer Baby Namer. Enter your last name, gender (or select the “death to gender” option), pick from a list of hilarious desired occupations for your child, and you’ll discover your baby’s name. (If I was going to have another kid, Rock Murderdome Nachlis sounds pretty sweet). Scroll down, and you’ll see that the company will send you an 18-year supply of Liquid Death if you upload a copy of the birth certificate with their killer baby name.

This brand knows exactly who and what it is, and you can only imagine how much fun they had putting this together.

What if your audio brand barreled in with this kind of chutzpah on the website? What brand-building game could you put on your site that’s not “Enter your name and listen for it?” How would you relabel your navigation tabs? What fun outfits could your talent wear in photo shoots?  What memorable hashtags (like Liquid Death’s #DeathToPlastic) could you come up with?

Read the “About” page and check out their description of unnecessary things (“Jumping over 14 Greyhound buses on a vintage motorcycle”, “Cat videos”) and necessary things (“Breathing”, “Colonoscopies”).

This makes me want to write a promo right this second.

To be clear, your brand may be (and probably is) way less “aggressive” than Liquid Death. The lesson here isn’t to be like Liquid Death. It’s to be your brand and all the essence that goes with it. Be your brand bigger, better and stickier. And maybe, just maybe a little more fun. Couldn’t we all use a little more of that right now?

Liquid Death doesn’t have the advantage of having been around long. Liquid Death doesn’t have a 100,000 watt transmitter. You can’t tell Alexa to play Liquid Death. Liquid Death doesn’t have an app, or a roster of amazing talent that have cemented a bond with its listeners.

But you might have one or two of those things. Maybe you’re fortunate enough to have all of them.

Now brand like your life or Liquid Death depends on it.

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