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“Con­sumers want to feel not only like they are get­ting a good prod­uct, but that they are get­ting it from a good brand. “With social media, brands are now more than their price points, they are liv­ing, breath­ing enti­ties with per­son­al­i­ties, goals and val­ues,” Gol­ub said. Why it Works: In an era of unprece­dent­ed com­pe­ti­tion and an abun­dance of com­par­i­son data, Stephen Gol­ub, vice pres­i­dent of dig­i­tal mar­ket­ing agency DXa­gency, notes a new con­sid­er­a­tion point has become increas­ing­ly impor­tant: Do peo­ple like you? With each bag pur­chased, the brand says it will help pro­vide a safe birth for a moth­er and baby in need.

Mea­sure of Suc­cess: To date, Toms says it has giv­en more than 50 mil­lion pairs of shoes to chil­dren in need, has helped restore sight to over 360,000 peo­ple, and has helped pro­vide over 250,000 weeks of safe water in six coun­tries. In addi­tion, Toms launched its Bag Col­lec­tion in 2015. “Want­i­ng to help, he cre­at­ed Toms Shoes, a com­pa­ny that would match every pair of shoes pur­chased with a new pair of shoes for a child in need,” the site says. So which brands have an excep­tion­al brand sto­ry? Here are 10 exam­ples.īrand Sto­ry: Accord­ing to the web­site, which includes The Toms Sto­ry, founder Blake Mycoskie “wit­nessed the hard­ships faced by chil­dren grow­ing up with­out shoes” while trav­el­ing in Argenti­na in 2006. And, again, these lofty goals make for good sto­ries. Many of these brands incor­po­rate an ele­ment of social good into their sto­ries – whether that’s giv­ing back to com­mu­ni­ties or fos­ter­ing sus­tain­abil­i­ty or help­ing con­sumers find their best selves. While many web­sites have more elab­o­rate ver­sions, each of these sto­ries can be dis­tilled into a sound byte that rep­re­sents all the com­pa­ny exem­pli­fies. Know Who They Are And What They Stand For In these cas­es, the founder does not sim­ply hand the reins over and watch checks roll in after cer­tain objec­tives have been real­ized, but rather retains an active role in the com­pa­ny he or she start­ed and holds the title of Chief Evan­ge­list.Ħ. Their biggest fans, often, are Employ­ee #1. At the same time, this can also result in detrac­tors, but, brand­ing experts say, that’s just fine. In oth­er words, the brand is inte­gral to a cov­et­ed lifestyle.

It’s not just a brand or a prod­uct, but rather a means to an end per­son­i­fied by said brand. And they have good sto­ries to tell as a result.Ī good brand sto­ry is good in part because it has some­thing to say – and, many times, that’s because the brand itself has tak­en an expe­ri­ence or an indus­try and turned it on its head.īrands that have a clear iden­ti­ty and pur­pose are able to form more mean­ing­ful con­nec­tions that result in tru­ly devot­ed fans. Many of these brands were/are under­dogs who were unde­terred when it came to tack­ling titans of indus­try. “Espe­cial­ly with new­er brands, peo­ple care and expect that the brand is com­ing into exis­tence for a good rea­son – to solve a prob­lem, to change how we do things, to meet a spe­cif­ic need – and the sto­ry is cen­tral to com­mu­ni­cat­ing the brand’s pur­pose.” “It’s impor­tant to have a sto­ry that peo­ple can under­stand and con­nect with,” said Jen­nifer Eggers, group direc­tor of brand com­mu­ni­ca­tion at brand­ing firm Siegel+Gale. The result is a com­pelling brand sto­ry. Brands that have nailed their brand sto­ries:įrom the begin­ning, many of these brands have iden­ti­fied mar­ket needs and/or injus­tices and, sim­ply, have solved them. In tak­ing a clos­er look at these brands, we dis­cov­ered sev­en com­mon traits. Momen­tol­ogy sur­veyed the prover­bial land­scape and iden­ti­fied 10 brands that tru­ly know them­selves and their sto­ries – and have had major mar­ket­place impact as a result. In oth­er words, it’s not just a mar­ket­ing mes­sage, it’s also a sales pitch and a roadmap for the C‑suite. In fact, fig­ur­ing out the answer should arguably be their first order of busi­ness – before any prod­ucts stock shelves or press releas­es hit newswires.Ī brand sto­ry isn’t just a valu­able mar­ket­ing asset, it’s also a brand’s guid­ing prin­ci­ples and impacts every facet of the orga­ni­za­tion. Many peo­ple live their lives with­out real­ly con­tem­plat­ing the lat­ter.

The ques­tion, “Who are you?” can be either sim­ple or com­plex, depend­ing how philo­soph­i­cal you want to get.