How often do companies try to sell you something you’re simply not buying? Nine times out of 10, we’re skeptical. But when Made Real Vodka came across our desks, we instantly saw ourselves and our hustles. We wondered what the secret was to how the New York-based brand captured such an authentic spirit (no pun intended!) of inclusion and diversity in their marketing—and how far it extended.
ELIXHER had the chance to chat with Nicole Williams, head of Made Real Vodka, at their event series, Made Real Connections, which brings successful entrepreneurs and new talent together. Held at the hip Concrete + Water Brooklyn boutique, entrepreneurs on the rise—of all ages, shades and backgrounds—gathered over signature Made Real cocktails and racks of trendy clothes to talk “Turning Passion Into Profit.”
Here’s what Nicole, an ally (and a bawse), shared about building and maintaining a truly inclusive brand.
#1. Involve Everyday People in Every Step
“Made Real Vodka is a brand created by women from women,” says Nicole. “We don’t put that on the label but the whole idea from the get-go was that we wanted to have real people involved in the process.”
While there’s a team that works on the line daily, there’s a wider network of people who have “touched” the brand at some stage.
“Every person who came in contact with the brand were a part of it and a co-creator,” she adds. “When I think about the people who were in that group, it’s so diverse and well-rounded—people from totally different backgrounds and totally different walks of life, coming in and having something to contribute, whether they know about vodka or not, because everyone has something to offer.”
Typically, companies get a bunch of marketing execs in a room. They come up with a formulated brand identity and expect consumers to care. Instead of going down that traditional route, Made Real Vodka consumers actually had a hand in creating something that’s for them.
“At the end of the day, how do you not love a brand that you were part of making?” says Nicole. “That’s what separates us from other brands.”
#2. Embrace Imperfect
They’re also not about getting it right. They’re about getting it…well, real.
“We embrace the imperfection and the name is ‘Made Real’ for a reason—because we want it to be authentic and we want it to be relatable,” she adds.
#3. Don’t Sell Your Brand, Live It
When asked to describe Made Real as one of her gal pals, we forget for a moment that Nicole’s talking about vodka and not an actual bestie.
“She’s that friend that just goes for it and you want to harness this incredible courage that comes through in everything she does,” Nicole says of her “brand BFF.” “Made Real is for the makers, the moonlighters, and the hustlers. It runs the gamut and is really for anyone who has dreams.” (It’s no surprise Nicole, who has led marketing and PR teams at companies like Nasty Gal, NYLON, and net-a-porter, is Made Real’s project lead.)
As far as being LGBTQ inclusive?
“It’s such an obvious part of living the brand and what this brand stands for,” Nicole adds. “[Someone’s sexual orientation] is never going to be something where we would say you don’t make sense for this because at the end of the day [Made Real] is about what you’ve accomplished and what you’re going after. And anything else is just everything else.”
Cheers to that.
To learn more about Made Real Vodka, order a bottle online, or attend one of their networking events,
visit wearemadereal.com.
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