By Robin Bennett

Proof Eyewear: A Brand with a Vision

Sometimes it’s difficult to determine why a particular company succeeds. Is it luck, timing, an abundance of resources, or something else? The secrets of success can seem rather mysterious. Then, you discover a company like Proof Eyewear and things start to make more sense—a DIY formula for success begins to emerge. We sat down with Tanner Dame, CEO of Proof Eyewear, to hear his explanation of vision, culture, success, and DIY marketing.

Proof’s Guiding Vision & Values

When brothers Brooks, Taylor, and Tanner Dame launched a wooden sunglasses company from their garage in Boise, Idaho, they weren’t thinking about marketing plans, budgets, brand statements, or celebrity endorsements. They were focused on creating a unique product they could make in their grandfather’s woodworking shop that would stand out in its respective market. After a failed attempt at bamboo ski poles, they turned their sights to developing a pair of wooden sunglasses, fashioned from reclaimed wood. What they would soon realize was that they were playing in a growing $106 billion global eyewear market, where they would need to differentiate themselves to be successful.

It wasn’t long after they perfected the sunglasses and gave samples out to friends and family to wear, that they realized people were connecting to their story before they were connecting to the product. This begged the marketing question: which comes first, the product or the story? A cool product alone might not be enough to sustain their success, but a great family story, a product made from sustainable wood, and a “give back” culture could be a winning trifecta. It was this exploration that helped them define where they were headed and who they wanted to be. The process led to a set of core values known internally as the “Three Points of Proof”: Sustainability, Charity, and Heritage.

Sustainability

“We were looking around for a void in the marketplace—a need that wasn’t being met—when we realized that most of the frames were being made with plastic or petroleum-based materials. There weren’t many sustainable options,” Dame explains. The discovery helped shape a new vision for the company: to be the most sustainable eyewear company in the world. Consequently, Proof’s products are now made from a variety of recyclable and renewable materials, including FSC-certified wood, cotton-based acetate, repurposed skateboards, and aluminum scraps.

Sustainability is central to Proof’s marketing and communications efforts and is featured prominently in the company’s original content. For example, Proof produced a series of behind-the-scenes videos to show exactly how their products are made. “It’s allowed us to be transparent,” says Dame. “We want our customers to get to know us as normal people who care about the environment and each other,” he explains.

Charity

The second point of Proof, charity, is evident in the company’s “Do Good” program, which uses a portion of the company’s profits to support vision screenings, glasses, and other charitable projects for those in need. The socially conscious business model has struck a chord with customers and has allowed Proof to share an abundance of emotionally evocative, human-interest stories.

The Proof logo serves as a subtle and constant reminder to “Do Good” and be charitable. According to the company, the bird symbolizes the idea that “we all have wings to fly, some of us just need a little help.” For Proof, charity can also include little things—small gestures of appreciation such as the fortune cookie inscriptions on the sides of their glasses, designed to make their customers smile.

Heritage

The third point of Proof, heritage, is a nod to their family ties and their connection to Boise. Their heritage guides their company culture as well as how they interact with customers and each other. Proof communicates openly and directly with their customers, engaging them in conversations through social media and in person at events and at their local flagship store in Boise. Their desire to support the community and encourage participation from their extended family of Proof supporters prompted them to convert an Airstream trailer into a mobile showroom and hit the road, delivering their brand and message in person across the U.S.

Learning Along the Way

While “just do it” isn’t an official part of the company’s “Points of Proof,” it is one of the main reasons the company has gotten as far as it has.

Since the beginning, the company has taken a do-it-yourself approach to most things, especially marketing. “We probably get a pitch a day from people wanting to help us with marketing, but 100% of our message and campaigns are organic, and brainstormed and developed in-house,” Dame explains. In their earlier years, Proof figured out quickly how to succeed at social media and guerrilla marketing. As they have grown and recognized the need for additional marketing expertise, they have added to their strategic staff, making sure that the candidates aligned with the culture of the brand. Recent additions have included a PR & Marketing Director and a Digital Marketer.

But most important, they’ve figured out exactly who they are and where they’re headed, and that’s made all the difference. With a solid brand foundation that’s rooted in values, a guiding vision for a better future, and a willingness to learn as they go, Proof has discovered a formula for success that continues to guide them toward greatness. A DIY marketing approach on a limited budget, in a world dominated by big brands and big marketing, has served them well.