At DRY, our brand positioning and personality are everything — our personality is our brand and our brand is our offering. As such we talk A LOT about what we are and what we want to be. . . and, equally importantly, what we don’t want to be. We give our brand and our individual products personality profiles, and ask the questions: “If DRY was a person, who would we be?”, “What would we do?”, “What would motivate us?” We look at historical figures, celebrities and people on the street — “Is he DRY?” “What flavor is she?” And we talk about the personalities of other brand— “How are we different?”

So, what is the DRY personality? We’ve worked hard to create a brand that we believe meets the needs of today’s consumer, and as such, our brand personality is a direct reflection of our target’s desires for simplicity, individuality and versatility. The traits we associate with the DRY brand are: smart, sophisticated, simple, modern, unique, innovative and engaging. What DRY is not are: serious, elitist, playful, irreverent, folksy, aloof or average.

In building a brand from the ground up, there are many opportunities to lose sight of what we are and want to be — if we’re not careful, if we don’t consistently ask ourselves if X promotion or Y executional element fits with the brand, we risk altering our personality and losing relevance to our customer base. Our personality is our brand. And we protect it — everything we do is evaluated against our positioning and our personality, from the design of our headquarters and soda tasting room (simple, modern, innovative. . . when was the last time you saddled up to a bar for a flight of sodas?) to our promotional materials, to the product serving suggestions on our packaging (we recommend serving DRY in a champagne flute, without ice or garnish, for maximum enjoyment. . . simple and sophisticated).