Where Are They Now? Gates Councilor of Burly Stone

Angie Chua



Are you wondering what happens to my Brick House Branding alumni post-graduation? What they do with the momentum + new-found knowledge? Curious about where they take their businesses in the year following all that hard work?


I’m back with another round of “Where Are They Now?” case studies and I’m doing-cartwheels-excited to show you the serious waves my BHB graduates are making!




Say hello to Gates of Burly Stone

This week, I’m thrilled to introduce you to the official rooster in the Lucky Break hen house, Gates of Burly Stone. Gates recently rebranded Burly Stone after graduating from Brick House Branding, and he’s here to share how he injected a whole lotta handsome into his brand. Welcome, Gates… We’re so honored to have you!


LBC: Why and when did you originally launch your company?

Gates: We launched Burly Stone in April of 2014. Initially, it was just the outgrowth of a hobby – my hubby and I had started soap making in the summer of 2013. Before we knew it we were making more than two people could use, so we were giving soap away like it was candy. Once we got the hang of it, we had friends and family begging us for more, so it became a side hustle for us. When I was laid off in August of 2014, it felt like the universe giving us a sign, and it became a full-time endeavor.


As for the “why?”: We fell into a niche we hadn’t seen, and one that suited us: high-quality handcrafted soap made with guys in mind. We had been in business in one way or another long enough to realize that we might just have a little bit of lightning in a bottle.



LBC: At what point did you know it was time for a rebrand?

Gates: About two years ago we started to feel like we were bouncing off the edges of our brand. By this I mean that, while still happy with Burly Stone (and we had many folks who LOVED what we had in place already), we knew that there was a limit to how far our current branding would take us. We had grown and developed new products (hand balms, shave soaps, etc.), but hadn’t planned for that growth within the brand itself, so we just started slapping stuff together and hoping it would stick. We realized that we had taken the current brand about as far as it could go.


We wanted to be in larger markets, bigger stores, and have a truly professional presence. Our old look wasn’t polished and cohesive enough to get us into those doors. So in summer of 2016 we knew we needed to pull the trigger on a rebrand.



The Burly Stone logo BEFORE Brick House Branding and a rebrand
The Burly Stone logo BEFORE Brick House Branding and a rebrand



LBC: Please share a significant realization about the brand development process that you discovered while in Brick House Branding.

Gates: At the start of the process we were like “No worries – this will be a cakewalk. We’ll just polish some stuff up, pull together a new logo and that’ll be it.” We realized pretty quickly that doing it halfway would be far worse than not doing it at all. To do it effectively, to really arrive at a solid rebrand, you have to be willing to dig deep, to shed your preconceived notions of who and what your brand is. It’s hard work with a TON of heavy mental and emotional lifting.


You have to be willing to throw away EVERYTHING that came before. You may not have to, but if you’re not willing to pitch it all if needed, you may well miss the mark on your rebrand.



LBC: What professionals did you tag in to help with the process, and what pieces of the branding puzzle did you DIY? 

Gates: We are incredibly lucky that we have a very close friend who happens to be an awarding winning designer. She’s worked with multi-million dollar brands, so being able to pull her in as our designer was a huge benefit. With her, we knew the visuals of the rebrand were in good hands, so it left us free to deal with the rest. Once the packaging was done, we splurged on our product photos – we used POW (Product On White) Photos, and the results are well worth it!


We didn’t have the budget to farm everything else out, so we plugged away on our own. I’ve done enough writing in my time that I felt I could handle the product descriptions, “about us” page, and the other written elements. While the end results may not be worthy of Shakespeare, everything hangs together and has the right feel. We’ll count that as a win.


As for the web site, luckily Shopify is mostly plug and play. We found a theme we liked (the Turbo theme from Out Of The Sandbox), and pushed through. It’s not 100% where we’d like it to be, but it’s pretty damn close. We’re budgeting money for web work in the coming year. We did have a friend who does a lot of web work help us out with a few minor things – just helping us refine the look a little. Don’t be afraid to reach out to knowledgeable friends and family!


Burly Stone packaging + logo, BEFORE Brick House Branding and a rebrand
Burly Stone packaging + logo, BEFORE Brick House Branding and a rebrand



LBC: What was the biggest obstacle you encountered during the rebranding process?

Gates: FEAR.

It’s a terrifying process, deconstructing your “baby”. You’re afraid that it wasn’t good enough before, and that it won’t be good enough after. You’re afraid to fail. Each step get a little more frightening because you’re pushing your brand in new and unknown directions. BHB is a deep dive, and that dive isn’t always comfortable.


But then things start to click. For us it was on our second round of logos. After BHB we spent weeks setting up brand inspiration boards on Pinterest for our designer, but the first set of logos she created just weren’t working. We left that meeting with a pit in our stomach. Out of the dozen logos she had pulled together, we only saw two that had any glimmer of what we were looking for, and even those felt far off the mark. But she worked with those two, and on the second round things started to gel. Suddenly we could start to see the new brand coming to life, and the pit in our stomach wasn’t fear, but excitement.


Burly Stone packaging + logo, AFTER Brick House Branding and a rebrand
Burly Stone packaging + logo, AFTER Brick House Branding and a rebrand


LBC: How has your own perception of your brand evolved since graduating from Brick House Branding?

Gates: I’m glad you used the word “evolved” in the question, because that’s key. Over the course of BHB, everyone attending had their own “a-ha” moments about their brand. For us, it was that, while we tore Burly Stone down to its very foundation, the new look has its roots in where we started. Our rebrand is an evolution of our old branding. Everything we had done before wasn’t wrong, but BHB helped us clarify every single element of what makes up our brand.


In a nutshell? We used to say we were “Rugged with a refined edge”. Now we are “Refined with a rugged edge.” It’s a subtle difference on the surface, but it means the world to us. It’s led to massive shifts in how we speak as a brand, stores we reach out to, and who our ideal customer is.



LBC: Are your products are being received differently by others since the rebrand? How has their reaction evolved?

Gates: What’s great is that people seem to get it. They can see bits of the “old” Burly Stone in this new look, but see the overall elevation of the Burly Stone brand. People used to like our products, but now we’re starting to see that people love us as a brand. They’re running their hands across our shave soap labels and “oohing and aahing” over the look and feel. We’ve also learned how to speak to our ideal customer, and the results are starting to show. Thanks to BHB we’ve got the opportunity to develop a rabidly loyal customer base.


Burly Stone packaging + logo, BEFORE Brick House Branding and a rebrand
Burly Stone packaging + logo, BEFORE Brick House Branding and a rebrand



LBC: Can you share a recent win that you’ve realized because of the rebrand? 

Gates: There is a certain store that we have been dying to get into. We reached out to several times – emails and postcards, and yet we’ve never heard back from them. We reached out to them again after our rebrand and they responded along the lines of “Yes, THIS is what we were waiting for from you.”  We sent them a sample kit, so keep your fingers crossed.


Burly Stone packaging + logo, AFTER Brick House Branding and a rebrand
Burly Stone packaging + logo, AFTER Brick House Branding and a rebrand


LBC: How did the Brick House Branding experience help shape your branding process?

Gates: I can honestly say that without BHB, the Burly Stone rebrand would have flopped. I mean, it may have looked okay, but the foundation wouldn’t have been there. Lela lets you know right off the bat that this is going to be a deep dive, but she doesn’t just throw you in the deep end. The course is designed in a way that eases you into the rebranding process. It helps you deconstruct your brand, to peel back all the layers, and get to the heart of your brand. I can’t think of a single element of the rebrand that the course doesn’t cover – and there are dozens that I hadn’t even considered before I took BHB. I mean, who even thinks about whether or not to use exclamation points?


Looking back, Brick House Branding was vital to our rebrand. It’s incredibly comprehensive and well designed, and every painstaking step is soothed by Lela’s loving southern charm. BHB was a life saver for Burly Stone.



Burly Stone packaging + logo, AFTER Brick House Branding and a rebrand
Burly Stone packaging + logo, AFTER Brick House Branding and a rebrand



LBC: What do you wish you had known at the beginning of the brand development process? What advice would you give to someone who’s getting ready to start the brand development process?

Gates: A good, solid rebrand will take time – more time than you think. It was over a year from the start of Brick House Branding until we relaunched Burly Stone, and we were working on it constantly. Even after launch there are dozens of pieces floating around that we haven’t had the time or energy to deal with yet.


If you’re doing it right, rebranding is a time consuming, emotionally draining process. You can expect sleepless nights, upset stomachs, and more than one “Oh god, I’m in over my head” moment. But if you push through and follow the sage advice contained within BHB, you’ll emerge with a stronger, more thoughtful brand that ties more intimately to your ideal customer. You won’t just have a logo and products, you’ll have a brand, and that is worth its weight in gold.


Thanks for catching up with us, Gates! We can’ t wait to see what comes next for you + Burly Stone … We’re cheering you on!


If you’d like to build a stronger, smart brand in 2018, then I also hope that you’ll consider joining me in the spring semester of Brick House Branding. This 9-week brand development mentorship dissects awesome brands and then helps you build your own, brick by brick, with me working right alongside you to cheer you on and ensure that you’re on the right track. Enrollment opens on April 17!



About the Author

Angie Chua

No one on God’s green earth can pull off brightly-colored lipstick and a fedora quite like Angie Chua. Her 6’5″ husband and Instagram-famous dog live with her in the world’s most adorable airstream trailer in San Jose. Angie is a talented hand letter, a proud Dachshund mama, and the brains behind bobo design studio– a lifestyle brand for those with a serious case of wanderlust. When not speaking at maker conferences, installing public art, or traveling in her Weinerbago, she’s busy making everything prettier at Lucky Break, managing our social media, and lending ground support to our clients.

3 responses on “Where Are They Now? Gates Councilor of Burly Stone

  1. Gates

    I want to thank Lela & the Lucky Break crew – not just for the opportunity to be featured in the blog, but for everything. I can say without exaggeration that taking courses with Lucky Break are the best investments I’ve ever made in Burly Stone. Lucky Break University, Brick House Branding, GMP Made Simple(r) – they’ve literally saved my business.

    1. Melissa Dodd

      Gates, I know it has been almost a year since you wrote this, but I just wanted to let you know how much your recount of your rebranding experience has reassured me. I am 4 months post-BHB, and even though I feel like I have a much clearer focus now, I am still having LARGE moments of imposter syndrome and “oh my God, I don’t know how much more I can deal with” moments. You reminded me to just keep pushing, and eventually I will be able to look back and see how far I’ve come.

  2. Gates

    I wanted to do a quick follow up. The store I mentioned? While we haven’t “connected” yet, they did this incredible Instagram video post (not a story that will vanish in 24H) that was ALL ABOUT how much they loved my approach. And God’s honest truth? If it wasn’t for Lucky Break I wouldn’t have had the clarity that allowed me to pull a sample kit together that really worked.

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