Wilson & Miller: A Brand With Purpose


I’ve said it many times.

The key to building an attractive brand is having a strong brand purpose. It’s the main thing that will set you apart from your competition.

When your brand embraces a purpose that transcends your products and services, it becomes more attractive to your audience. Your brand will become something that people can believe in. When you do this the right way, people will be far more likely to buy from you.

This is something that Wilson & Miller, an outdoor, hardware, and essentials company has learned. By communicating their values up front, they are able to attract a clientele that shares these values.

Values can bring people and brands together in a way that creates a profitable relationship for both parties involved. That’s why it’s so important to make sure that your brand is more than just your offering. You have to stand for something more than just making money. It’s all about adopting a unique brand perspective that makes you different from the other companies in your industry.

For this article, I interviewed Wilson & MIller to find out why they have achieved their success.


What does Wilson & Miller do?  


Wilson & Miller sells products for people who enjoy the outdoors – everything from backpacks to outdoor grills – plus hardware and essentials. Our products are designed to make it easier for our customers to follow their passion for the outdoors.


Why Is Supporting the Troops such an Important Part of Wilson & Miller?


We understand the importance of freedom. It’s the American way of life. However, we also understand the cost of freedom. As the saying goes “freedom isn’t free.” American values are the best in the world, and they are worth defending. The men and women who bravely risk their lives to defend our rights and liberties deserve the very best, so we are dedicated to supporting them.


What’s your “secret sauce” for persuading prospects to become paying clients?


We provide high-quality, durable products at a fair price. But, the main reason our customers shop with us is because we share their values. We aren’t just a company that sells superior products; we are a company that stands for something.

We are very outspoken about our support of American values and our military. The moment you visit our website, you can easily see what we stand for. It’s this connection of shared values that enables us to attract a loyal following.


What is the most important trait an entrepreneur needs to have in order to succeed?


It’s not enough to just have a great product or service. You need to create a brand that your audience can believe in. You have to know what your purpose is. Having a sense of purpose is what will drive you to succeed despite your obstacles.




If you’re like most entrepreneurs, you have competition. There are probably several companies that offer what you offer.

That’s why you need to stand out.

Yes, it’s important to provide excellent products and services. If you’re going to grow a profitable business, you have to delight your customers in a way that keeps them coming back.

But that alone isn’t enough. If you’re going to attract more customers, you need to inspire them. You need to give them something to connect to. That’s where effective branding comes in.

In order to succeed, you must articulate a distinct brand purpose that people can believe in. Your prospects and customers need to feel like they are part of something bigger when they do business with you.

Embrace a purpose that is larger than yourself. Communicate your values. Invite your prospects and customers to join with you in promoting these values and you will have customers for life.