Do You Tell Your Brand Story?
Posted by Jaci Russo
The most important aspect of a brand is the emotional connection between the company and it’s consumers. The emotional connection is so vital because people are emotional creatures, making decisions based on their gut reactions rather than logical reasons. That’s why perceived value is so much more important than price.
There are a number of companies that have cultivated strong brand stories that go a long way to forging that emotional bond. For some, the brand story is deeply entrenched in the company’s early beginnings. For others, the brand story is completely fictitious, yet powerful. Regardless, these stories are the magnets that engage consumers time and time again.
Corona
Everyone knows that when you order a corona it needs to be accompanied by a wedge of lime. Why? Budweiser - no lime. Miller - no lime. Heineken - no lime. They don’t even get lemons. So why does Corona get a lime? The brand story is all about beers served on the beaches of Mexico and the flavors of the citrus that brings out the essence of the beer. Plus the lime on the rim of the bottle discourages insects from taking a sip. But the reality is the whole thing was made up. No ancient Mexican tradition. In fact, putting a lime in a Corona was started by a bartender in California and it worked like marketing magic. Great brand story - but it would be even better if it was true.
Life Is Good
Two brothers, a van and an improbable dream. The story around Life is Good is a hearwarming tale that will connect with even the most reserved consumer. Bert and John Jacobs designed shirts and traveled around attempting to sell them for five years. They eat peanut butter and jelly, slept in their van and showered occasionally. Jake and his simple message of optimism saved the day. With an emphasis on simplicity, humor and humility the company connects with consumers and they define themselves by the products they wear. People want life to be good so they support the message of the company. The company has grown to include a mission of sustainability and community service. This expansion of the brand story has further increased sales.
Coca-Cola
First created in an Atlanta pharmacy in the mid 1860’s, Coke is now enjoyed around the globe. From the distinctively shaped bottle to the impeccable brand identity consistency, Coca-Cola is a master class in brand management. An important part of the brand story is the history of the company and it’s growth around the world. But, the part of this history that makes the brand story so emotionally powerful is the super secret recipe. For all of the wannabe duplicators out there - without the secret recipe no one can really reproduce the original. Even when Coke made new Coke they realized that they couldn’t outdo themselves.
J. Peterman Company
The J. Peterman Company has a brand story that is completely based on an emotional connection with consumers. It’s all about the romance. Rather than show a picture of the item with a list of features about the material and size, Peterman tells the story of where the clothes have been. Consumers can live vicariously through the clothes that they purchase. No longer is it just a shirt made of soft, comfortable cotton it is now a ruffle rhinestone blouse that you would wear in the 1940’s to the home of the Singapore Sling and cause Ava Gardner and Noel Coward to turn and stare when you walk in. The story about the clothes is almost more compelling than the the clothes themselves. Almost.
These companies have identified a part of their history, real or imagined, that connects emotionally and drives consumer action. Their brand stories unite and excite.
What’s your brand story? And how are you using it?
