In a recent web series, the team behind the Castle Milk Stout brand shared insights into how they’ve built it into a purpose-driven brand that is strongly rooted in the celebration of Africans. This article looks at some of the main take outs that anyone in the industry can use to create more impact for their brands.
The team members in the web series consist of: Khensani Mkhombo, Castle Milk Stout; Lwandile Nkuhlu, Joe public United; Tshepo Ntsoelengoe, AB InBev; Tshepi Setene, M-Sports Marketing; Albert Makoeng, TheSalt; Tshepo Mogorosi, Joe Public United; and Tshepo Tumahole, Joe Public United.
Tips on building a purposeful brand
Mkhombo said it takes a purposeful person to build a purposeful brand. This person must also be discerning, asking: ‘what do people need the most within this time they live in?’ ‘It takes a person who is able to look at that in an honest way and who builds something that answers to that and solves a problem or tensions people may be facing.’ Mkhombo hates the word ‘consumers’ because they are more than that, there are real people with real problems behind brands. ‘For young people looking at us, and people who aspire to be like us, we want them to see the greatness within themselves.’
Mkhombo added that the most important question marketers need to ask themselves is ‘why am I doing this?’ ‘If you don’t know why you’re doing it, then what’s the point? We need to make an impact. You have the responsibility of doing something greater with what you’ve been given,’ she added.
Ntsoelengoe believes collaboration and trust are key. ‘Lean on the experts to give you the guidance to do what you need to do.’ Setene echoed this: ‘You need to work with the right people – those who understand, have experienced and love the brand.’
Nkuhlu said you need to start with a vision. ‘If you’ve got a clear focus of where you’re going, you’ll have a clear focus of how to get there. There might be challenges, but you’ll still have the resilience to push through.’
Makoeng said that if you’re going to be a brand that is people-centric, then talk about people. ‘Meet people where they’re more vulnerable. Any brand built on emotions and (that touches) the heart, will do very well.’
Tumahole said people want experiences. ‘Engage people, show them that you care, and be part of their lifestyle. Brands are not doing enough to intertwine themselves in people’s lives. If a brand is part of my lifestyle, I’ll engage with it.’
Castle Milk Stout’s powerful brand purpose is to unashamedly ‘inspire Africans to rediscover their African traditions and values in a modern world’. Emphasising this, Nkuhlu said the brand is about ‘being a champion of education and learning about culture. It’s an opportunity to leave legacies, like our campaign where people could learn about their clan names’.
Mkhombo added, ‘Because we’ve set the narrative and benchmark about who we are and our purpose, our work has touched people’s lives in a real way. My greatest wish is that the next custodians of the brand will carry on the work that continues to challenge the norms and shine a light for black people and black culture.’
The purpose-driven work that goes into Castle Milk Stout focuses on creating work that stands for something, and that has a social impact. ‘If you don’t change or inform social behaviour as a brand, then what are you doing? We wanted to create work that changes people’s opinions about African culture. A lot of our history is misconstrued, and a lot of us don’t know enough about our history. If we don’t educate ourselves about where we come from, most of our history and culture will be lost,’ said Tumahole.
Inclusivity is also key to connecting with your audience. ‘Castle Milk Stout is a brand that’s for the people, and they can make it what they want it to be. It’s inclusive of people’s thoughts and beliefs,’ said Makoeng.
Successful campaigns that connected with the audience and communicated the brand purpose
‘Don’t Fear Black, Savour It’
This campaign seeks to unpack blackness positively and is about embracing blackness. Castle Milk Stout, through this series, seeks to open a platform to discuss blackness openly and authentically. The campaign addresses the negative affiliation associated with ‘black’, not just as a colour but as a concept, an attitude and an identity.
Mkhombo said, ‘As a brand, we are invested in providing positive dialogues for all South Africans to engage on issues, which impact us as Africans. We are confident that all the episodes will evoke stimulating discussions that will contribute to fostering a society that allows Africans to de-mystify misconceptions about blackness.’
Ancestor’s Day
For the first time in South African history, Castle Milk Stout, in partnership with the Congress of Traditional Leaders of South Africa (CONTRALESA) along with the South African public, took a stand and gave sufficient recognition to African spirituality by declaring 8 May 2022 as Ancestors’ Day. Celebrating this day was an opportunity for different cultures to come together for a common cause that has great potential to elevate African spirituality.
Campaigns such as ‘One for the Ancestors’ come from the realisation that African spirituality is not given the same recognition as other religious holidays and practices. Through various campaigns and interactions with the public, the brand took note of a growing interest amongst Africans, young and old, who are interested in educating themselves and embracing their African Spirituality. In response to this, Castle Milk Stout sought to shine a spotlight on it and advocate for the official recognition of African Spirituality.
This is a sponsored article by Castle Milk Stout. Watch the full web series here.
CASTLE MILK STOUT
https://www.castlemilkstout.co.za
