Quickly name a brand that you admire.
Maybe Apple comes to mind like many other people. Fortune says Apple is the most admired company in the world, What if I asked you to name a few more? Brands like Patagonia, Lululemon, Airbnb and Who Gives a Crap toilet paper come to mind.
But what makes these brands so unforgettable and special?
In this article we will uncover the following:
- 5 key questions that these brands have mastered to create a brand that people will fall in love with.
- Why these questions are important and how you can use them to turn your customers into fans.
Everyone loves a good story
1. What personal story or experience inspired you to create your brand?
Everyone loves a good story.
But only the memorable ones are retold.
Why is that important for branding? It is the core of your brand. Without a story of origin, your brand consists only of text, logos and graphics. The brand story connects everything together and, above all, an unforgettable story makes it easier for your customers to tell their friends.
Ever heard of Airbnb? Most likely. It was founded by Brian Chesky, Nathan Blecharczyk and Joe Gebbia, who rented their air mattresses as a bed and breakfast during a big convention in San Francisco (and yes, Airbnb sounds much cooler than “air mattress and breakfast”). The story is simple, catchy and easy to tell. In fact, it has been retold countless times, not only by its fans, but also by its investors and the press. You can learn more about their history by listening to them How I created this podcast where Guy Raz interviews Joe Gebbia.
Think about your story of how you started your brand. What did it do? Was it a personal experience that made you act? What did you do to implement the idea instead of just talking about it? Is the story easy to tell? Maybe you have one too Travel story of a good hero.
“We are in business to save our home planet.”
2. Why are you doing what you are doing?
“We are in business to save our home planet.”
Can you tell from this sentence which brand it is?
If you said PatagoniaThen you are right. You are an influential company that emerged from a small company that made tools for climbers. They focus exclusively on silent sports – sports that don’t require an engine. And their goal is to “use the resources we have – our business, our investments, our voice and our imaginations – to do something about it” that all life on earth is in danger of extinction. This clear and concise reason shapes their brand and helps their fans understand why they are doing what they are doing.
Why do you get up every day and spend countless hours on your business? Maybe there is something more than money that drives you. Whatever it is, tell your customers and the world.
For example POPNODWe are a marketing studio that works for brands run by women. We help the important stories to be heard. So we do what we do.
Leave your legacy
3. What is your vision?
The word “vision” has so many connotations, but we believe that vision is the impact your brand will have on your customers’ lives and on the future.
A brand that has consistently demonstrated its ability to be “visionary” is Apple. While its mission is to provide customers with the best possible user experience through innovative hardware, software and services, it focuses specifically on six areas:
- Inclusion and diversity
- supplier responsibility
It is one of the leading brands that focuses on accessibility and aims to improve everyone’s lives through quality products. Many of the features that we use and love on our various Apple devices are present much more accessible functionality. These functions are all aimed at reaffirming their belief that “technology is most powerful when it empowers everyone.”
What is your vision What is your legacy
4. What are your values and beliefs?
Speaking of legacy: no brand can be truly unforgettable if it does not correspond exactly to the values that it defines. These values define who you are and what your brand stands for. These are the things you don’t want to compromise on.
To take lululemon athletica for example. It is a technical sportswear company for yoga, running, training and most other sweaty activities. It is known for its manifest, Maybe you saw it on their pockets? I have included it here just in case:
What are you unwilling to compromise on? Your manifesto not only helps your customer understand and identify with your brand better, it is also vital for your employees, investors and even suppliers.
Who gives a crap
5. How do you demonstrate your values and beliefs to the world?
While it is important to delineate your values and beliefs, it is even more important to deliberately demonstrate them to the world. They often align with your strategic differentiators and help customers quickly understand how you differ and why they should buy from you.
Many of the brands we’ve mentioned so far are big, famous brands. However, these concepts apply equally to small and medium-sized companies.
A brand that has done this exceptionally well, especially in a crowded area of goods Who gives a crap, They make toilet paper. By pasting their story on toilet paper packaging, giving customers instructions on how to present their toilet paper, and creating unique advertisements and marketing campaigns, they have successfully demonstrated their values and beliefs to the world.
How do you demonstrate your values to the world? What are your distinguishing features and how do you tell everyone about them? Do you incorporate your values into your communication with customers via the website, welcome emails and newsletters?
Do you want to create a brand that people admire? Here are your homework:
1. Take some time to think about and answer these 5 key questions
2. Put your answers away and do not read them for 3 days
3. Read your answers after 3 days. If the answers have changed, update them and repeat steps 2 through 4.
4. If your answers resonate with you, use them to create a single, meaningful narrative and create a standalone and standout brand.
Would you like us to review your homework? Feel free contact us,
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