Jack Daniel’s has an incredibly firm grasp on its brand identity – from the design of its product labels to its website graphics and copywriting, every last detail aligns with their brand personality of rebellion, liberation and living boldly.
Yet it is through revealing their complex and colourful history, Jack Daniel’s addresses the all-important questions all businesses should be able to answer (questions which we also explore in our Ultimate Storytelling eCourse.)
Why did they create this specific business?
Where did they begin and what sparked their inspiration to build this brand?
Where are they today? How have you grown or changed along the way?
To be exact, Jack Daniel’s answers our questions by diving into the experiences of the people who helped build the business into what it is today. Whilst Jack Daniel’s may not be the only whisky distillery in existence, their unique positioning stems from how the brand celebrates its uniquely rich and tumultuous journey to the modern age.
No other whisky distillery has emerged in exactly the same manner, nor overcome the same challenges along the way. As a result, the Jack Daniel’s brand identity is one that has developed and mellowed over decades – exactly how whisky is best enjoyed.
Coincidence? We think not.
Take a look at the video below for an idea of how extensively Jack Daniel’s details the brand’s history; from the conception of its very first product, how they struggled to survive the period of prohibition, all the way through to 2018.