The more I learn about the inner working of the Outdoor Industry the more I am impressed by the way some Brands conduct themselves. There are some that are constantly striving to use their Core Values as guiding principles. This to me is what Authenticity really is. It’s about determining what is important to you and your Brand and making it a key feature in your products or services. Here are 6 Brands that stay true to a strong set of Core Values.

1. Grain Surfboard
Locally grown and Hand Build, Grain Surfboards are built almost entirely with wood forested in their home state of Maine. Grains Surfboards feature wooden rib and stripe planking construction that has been inspired by traditional boat building techniques that have been a part of the Maine Coast for centuries. The result is a super stylish board that is as sustainable as they come.

2. Darn Tough
Made in the Hills of Vermont, Darn Tough prides themselves on making the best socks that they can. They choose to do business in Vermont not because it’s cheap but because they believe that it makes the best socks possible. It helps employ a local workforce, cuts down on transportation pollution and it makes the best socks around. The founder has been quoted saying “Nobody ever outsourced anything for quality”

3. Hyperlite Mountain Gear
Family owned, operated, designed and built in Maine, Hyperlite Mountain Gear is focused on just what the name implies. They do their best to make things Hyperlite. No bells and whistles or nonessential eatures. No trendy colors. Just well built, minimalistic, high performance gear for the mountains.

4. Outerknown
On a mission to transform the way that the world wears clothes, Outerknown is doing a pretty good job so far. 90% of the fiber used in their clothing is organically grown. They are also the first Brand to use ECONYL, which is a material made entirely out post-consumer waste products, such as fishing nets, or carpets.

5. Season Equipment
Somewhere during their professional ski and snowboard carriers, the founders of Season Equipment realized they didn’t want to be part of encouraging consumerism. They noticed that each year their industry was coming out with a new line of products. The latest fashions, trends and updated graphics on their ski and snowboard equipment encourages their customers to buy more. So, they decided to create a Brand that challenged this business model. Season Equipment makes skis and snowboards that will remain virtually the same throughout the years. The Graphics will always be a simple black finish and they will offer three basic models. This encourages their customers to keep and maintain their equipment as long as possible and not to buy new equipment just cause it’s something new and fancy.

6. Patagonia
I’m sure you are familiar with Patagonia, but I needed to include them in this list. The more I learn about them the more I respect them for setting an example within the industry. Patagonia is a certified B corporation which mean they meet a high standard based on sustainability and social responsibility. Patagonia also goes above and beyond by encouraging people not to buy new gear. They do this by programs they have implemented to fix used gear and by selling refurbished secondhand gear in selected retail stores.

When developing a Brand it is important to make sure that your Core Values, not only are established, but are used as guiding principles for all your Branding decisions. This will help resonate with your core audience and help to keep your Customers Loyal.

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