Much of what we discuss in this blog and on The Backcountry Marketing podcast revolves around knowing your audience. Great marketing is great storytelling, but to tell great stories, you must know who you're speaking to.
Part of defining your audience is understanding who you are as a brand. At Port Side, we’re lucky to expand our experiences daily—whether traveling to new locations, working with athletes, or interviewing podcast guests, we’re constantly exposed to new perspectives. Yet, in the midst of storytelling for others, I sometimes lose track of who we are as a company—what we believe in and what we stand for. As important as it is for a brand to stay true to its identity, we must also document and share the principles that guide us.
Here’s what we believe:
- Great marketing is rooted in good storytelling.
- Focus on impact, not just reach.
- Quality over quantity in everything.
- Everyone has a story, but not every story needs to be told.
- Keep public lands public
- Conservation is essential.
- Stories and creative matter—but only with a plan.
- Slow is smooth, and smooth is fast.
- Stay curious.
- Brands that stand out, stand up.
- Know your audience.
- Collaboration, creativity, ownership, and communication guide us.
- Observe, then serve.
-To find the light, sometimes you have to walk in the dark
If you’re reading this, you’re either genuinely curious about who we are or you got lost. For those considering working with us, this list is for you as much as it is for me, as we brace for the next decade of business in this crazy world.
Cole Heilborn
Producer, Director
