The Duo Behind Anderson Brothers Design & Supply Share Their Branding Secrets
It only takes one look at the Anderson Brothers Design & Supply website to know these brothers know a thing or two about design. The bold font, the warm colors, the strong logo—they all work in concert to invite you into their world, as if you’re walking into the namesake studio on Main Street in Seal Beach. From the on-brand premium apparel at the front to the framed legacy prints on the walls, and especially with The Duke, their bulldog mascot, roaming the office halls, this full-package design agency wants you to feel like you’re part of the family.
With a personal mission to make their elders proud, John and Mike, the brothers behind Anderson Brothers, live and breathe the family ethos—a humble force that contributes to the company’s success. When you take a look at their client roster, you begin to grasp that the agency’s family is not only expansive but also inclusive. Instantly recognizable brands blend with community businesses, not to mention brewery clientele from all corners of the country. It turns out the brothers know more than just design—they’re also “d*mn good” at business.
With three generations in the print industry, the Anderson Brothers have some lessons to share about the value of quality merchandise and the brand stories behind the apparel. We joined John, president of the company, for a pint and a pep talk—a dialogue that spoke to client appreciation, paternal pride, the importance of grit…and really good beer. Here are his five tips on how to make your brand stand out from the rest.
Be Really Good at What You Do
In a world where data is thrown at us every minute of every day, the only way to survive in business is to stand out. And according to John, the best way to shine is to be outstanding in your class. “An inch wide and a mile deep,” he says, referring to the age-old adage that points out the pitfall of knowing a little about a lot and not knowing enough about one thing. Specialization is at the core of this lesson: Seek profound knowledge about what you do, and others will notice. So much so that word-of-mouth marketing will propel your business forward. That’s how Anderson Brothers grew—from their grandfather’s letterpress shop to their father’s screenprinting business to the brothers’ first men’s apparel brand, Tankfarm & Co., to now. To this organic evolution, John proudly says, “We have ink in our blood.”
Know Your Identity, or Be Ready to Discover It
“When we meet with clients, we want to know where they’re from, right down to landmarks.” John speaks about the importance of tapping into the lifestyle of their clients, knowing it’ll come through in the merchandise. “Whether it’s beer or burgers, people want to feel like they’re a part of the community.” And that’s where the brothers find inspiration—everything from a client’s favorite music to choice reels on their social media, it’s all source material for strengthening a brand. This even holds true for iconic brands, like Pendleton, a producer of world-class wool clothing since 1863. When Anderson Brothers was asked to design t-shirts for them, they dug deep into Pendleton’s brand identity and successfully produced a new market for a new generation. “A quantum-leap jump in apparel,” boasts John, knowing full well they were Pendleton’s ideal contemporary partner for printables.
Know What Your Clients Like—and Like It Too
“When a client has an amazing product, we aim to match that quality in the apparel.” According to John, it starts by listening—really listening—to the needs of a client. This makes it easier to translate those needs into merchandise that inspires pride in the customers who own it. That sense of community—feeling like you’re a part of something special—is what keeps them coming back for more. Loving what you’re selling doesn’t hurt either, and since the brothers love beer, it’s no surprise they know what their brewery clients want.
As beer connoisseurs who adore the taste, the community, the process and even the trials and tribulations of growing from a garage to a brewery, the brothers say that building their craft brew client roster was a natural evolution. “Treat a client’s business like it’s your own. We aim to make apparel that is as good as their beer tastes.”
Lean Into Quality Brand Merchandising
John speaks from experience when he says that premium swag is a sure thing. “Whatever your marketing budget, especially if reception feels stale, put some dollars into merchandise.” A customer donning your brand’s T-shirt—whether it’s a brewery or a restaurant or even a service—can casually reveal itself at a baseball game, inspire an observer’s desire for that taste or thing and arrive at an indirect conversion. “We create an army of walking billboards,” says John. But it’s not a shallow ploy for sales in the world of Anderson Brothers—the agency genuinely wants their merchandise to make customers feel good. They approach clientele in the same way—many of whom John, Mike and the team now call lifelong friends.
Stand Behind Your Product
Confidence comes through when John talks about the business his family built, but he admits that it wasn’t always easy. “We should’ve closed our doors at least a dozen times over the years. There was no other option than to make it work.” This professional ethic speaks for itself in the same way that the quality of their apparel does.
Grit is at the core: “If we mess up, we are quick to fix it.” And while it’s rare for them to make a mistake these days—given the generational footprint behind them—they know it might happen, and they always guarantee their work. John’s final lesson: “Do the right thing, and never cut corners.” This speaks to the family’s legacy—the ones who came before them and the standard they are setting for the next generation. John knows that the strength of Anderson Brothers is built on the blocks of time and care put into each and every brand he and his team represents.
“We do this because we love it. We love learning about new companies, new businesses. We love learning about people, their stories, where they come from and why they started their business.” It’s easy to see that Anderson Brothers Design & Supply is living by example, surrounded by a rich and vibrant community of friends, family and clients. And if you don’t believe us, just sidle up to the bar of any of their endless food and beverage clientele, and you’ll see for yourself. You might even buy the T-shirt.
Anderson Bros Design & Supply
212 Main St
Seal Beach, CA 90740
562.735.2320
[email protected]
@anderson.brothers
