From Green Beret to Coffee Mogul: How Black Rifle Coffee Brewed Its Mission

In honor of Veteran's Day, this week’s powerful story is one of resilience and reinvention. We’re diving into the journey of Black Rifle Coffee Company and its founder, Evan Hafer, a former U.S. Army Green Beret who transformed his passion for coffee into a brand with a mission.

Facing unique challenges and embracing his roots, Evan pivoted his life and career after his military service to build one of the most distinct and fast-growing coffee brands in the country.

His story of grit and adaptability has lessons every entrepreneur can take to heart.

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How Black Rifle Coffee Stood Out Through Purpose-Driven Branding

When Evan Hafer transitioned out of his military career, he wanted to build a business that aligned with his core values and gave back to the community he came from.

His love of coffee started during his military service, and he experimented with roasting his own beans. Initially, it was just a passion, but he quickly saw the potential to turn it into a business.

What set Black Rifle apart was Evan’s vision to use the brand as a platform to support and hire veterans and first responders, a mission that’s central to the company’s identity.

Launching a brand with a strong stance and authentic message wasn’t easy, and Black Rifle faced its fair share of criticism and challenges. But Evan’s commitment to his community and to staying true to the brand’s identity paid off.

The company grew by connecting with a niche audience who shared its values, evolving from a small startup to a brand with a massive, loyal following.

From a garage-roasting operation to a thriving e-commerce coffee brand, Black Rifle Coffee Company’s journey shows that a powerful mission, combined with persistence, can carve out a unique space even in highly competitive markets.

3 Key Lessons from Black Rifle Coffee’s Success

1. Infuse Your Mission Into Every Aspect of Your Brand​
   Black Rifle’s mission to support veterans is woven through every part of the business, from marketing to hiring. This commitment has created a strong, loyal customer base that resonates deeply with the brand’s values.
2. Adapt Your Skills and Passion into a New Venture​
   After a successful military career, Evan leveraged his dedication and discipline, channeling it into a business with purpose. This pivot allowed him to build something unique with a mission beyond profit.
3. Embrace Authenticity in Branding​
   Black Rifle Coffee’s unapologetic, authentic brand voice differentiates it in a saturated coffee market. By being true to its roots, the brand stands out, creating a deeper connection with its customers.

Takeaway

A powerful passion and purpose can drive a brand to success.

Black Rifle Coffee’s story is a powerful example of how passion and purpose can drive a brand to success. Whether you’re refining your mission or starting fresh, there’s something to learn from their journey.
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See you next week with fresh energy.

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Curated: Top 5 Takeaways for a Mission-Driven Brand

• Define a Purpose That Resonates​
  Evan’s commitment to supporting veterans makes Black Rifle more than just a coffee company. Find a purpose that feels authentic and meaningful to you and your audience.

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• Be Willing to Stand for Something​
  A mission-driven brand will inevitably face pushback, but taking a stand can strengthen customer loyalty and differentiate you in the market.

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• Leverage Personal Experience​
  Evan’s military background and love of coffee uniquely qualified him to build a brand that was authentic to his experience. Leverage your unique perspective to make your brand stand out.

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• Build Community Alongside Your Brand​
  Black Rifle Coffee actively supports and hires veterans, creating a community that aligns with the brand’s values. Engaging and supporting your community strengthens your brand’s mission.

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• Stay True to Your Brand’s Voice​
  Black Rifle’s voice and tone are unapologetically bold. If you know your brand’s personality, stick to it consistently for a lasting impression.

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Ask Yourself>>

What’s the mission that fuels your business?

Think about how you can integrate that mission into every part of your brand, from your product to your customer experience.

>> A clear purpose can be the fuel that powers your business forward.

Motivation

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