It’s No Secret: Working With Great Brands Satiates Your Soul

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Anyone who works in a creative field knows the feeling. The one that slowly buzzes throughout your body after you’ve finished a project that you’re truly proud of. Whether it’s acting, designing, writing or making sculptures out of popsicle sticks, you’re filled with pride and you bask in that warm glow of accomplishment.

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But then, you submit your work to your boss/ client/ colleague/ popsicle judge, hoping they’ll share in your sparkly enthusiasm.

They don’t.

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They don’t like the way you performed that scene. Or the way your red logo is “TOO red.” Or how you described something in your script. Or the brand of popsicles you went with.

You feel deflated, just like Tom Brady’s fooseball. (Sorry, too soon?)

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But you realize that maybe your work wasn’t well-received because your boss/ client/ colleague/ popsicle judge doesn’t quite “get” it. Or maybe they’re afraid to do something different. Or perhaps they’re hesitant to let a little personality shine through. They probably hate taking risks.

Then there are the kind of brands that you always hope to work with, like Secret Squirrel.

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They’re a local family-owned business that makes incredible cold brewed coffee.

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And they’ve got an inspirational story.

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Owners Trevor and Rebecca Smith are the epitome of successful entrepreneurs.

These self-proclaimed coffee lovers would often experiment with different ways of creating and enjoying their favorite drink. The duo built Secret Squirrel from the ground up and embarked on a grassroots marketing campaign. They began selling their products at a local farmers market and quickly developed a community of cold brew loyalists.

Now Secret Squirrel is partnered with the largest independent natural foods distributor and just rolled out a new line of dairy-based drinks. (Yummy Hint Alert: stay tuned…more recipes are in the works.)

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I had the pleasure of working with Secret Squirrel recently, and I admire them for a myriad of reasons.

Trevor and Rebecca have created a great, approachable brand that invites people to be a part of their world.

They don’t hide behind an anonymous corporate wall.

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Their website is a welcoming digital experience with fun facts, pretty pics, and a rad recipe section, complete with boozy brew beverages!

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And they absolutely love interacting with their customers.

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Best of all, they clearly have a spectacular sense of humor.

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Oh, and their coffee is downright delish!

It’s so refreshing to see brands like Secret Squirrel. I know that as they expand and grow their empire, they will continue to be an inspiration to people like me, and to other businesses. I’ll drink to that!

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