When MUSH founder Ashley Thompson walked away from her Wall Street job in 2015, she didn’t just set out to make overnight oats – she set out to make a difference.
Having spent her childhood watching close family members struggle physically and emotionally with conditions like obesity and Type 1 diabetes, she was determined to champion a broader movement toward better health, better mindsets, and better outcomes.
And after a huge boost of support from her appearance on Shark Tank – where MUSH would receive an investment from Mark Cuban – Ashley was also passionate about helping other woman entrepreneurs find success in business.
When I was hired as a Brand Development Consultant for MUSH in 2022, I worked with Ashley and her team to help articulate and galvanize the brand’s foundation, providing a north star to guide everything from product development to creative execution to purpose activation.
To paint a picture of the consumer, I like to distill all the data and insights into an approachable, conversational format so you feel like you’re getting to know a human being, not a “target.” This is especially important for the brand book, which will be used to onboard new employees, vendor partners or media outlets, all of whom have some role in representing the brand.
When it comes to a brand’s purpose statement, I’m a firm believer that it should be structured as the BRAND’s promise to the world, not just a reiteration of PRODUCT virtues.
If done well, your product should be one of the best examples of your brand living its purpose.
With everyone rallying around this brand purpose, we were able to craft not only the brand’s voice & personality, but also some truly meaningful activations.
