Cordell Lawrence, the co-founder and CEO of Eastern Light Distilling, joins us in this episode of The Brand Herald podcast. Cordell grew up immersed in Kentucky’s rich bourbon culture. He discusses the road to founding Eastern Light, a contract distillery seeking to be known for its radical transparency and customizable offerings. 

He emphasizes the importance of brand personality, storytelling, and aligning with partners whose values resonate with yours. We also discuss the critical role that branded merchandise and promotional items play in cultivating loyalty, both internally within a company and externally with customers. He shares how to use branded clothing effectively, explaining how to create items that act as subtle billboards for the brand.

We talk about the importance of defining a brand’s personality and maintaining consistency across all touchpoints. Cordell compares the process of brand-building to being the architect of a building, ensuring that a brand has depth and character. He also discusses the significance of market research and the need to humanize a brand to carve out a strategic space in a competitive industry.

Looking toward the future, Cordell outlines Eastern Light’s ambitious plans, which include sustainable practices and benefiting the Eastern Kentucky region. He shares advice for aspiring brand builders, encouraging them to embrace discomfort, stay true to their core values, and remain open to change. His key takeaway for building a successful brand is to ensure it can scale while maintaining authenticity, and to approach limitations not as obstacles, but as opportunities for growth.

This was an awesome conversation. Enjoy!