Build Stories, Not Brands

Over the past few years, the economy has undergone significant changes, and it shows no signs of slowing down anytime soon. Many companies are working hard to keep up, while others are falling behind. The younger generation, which grew up with computers, is now a knowledgeable and informed group of young adults. Meanwhile, the older generation is stuck in their old ways of thinking, and many of their businesses are suffering.

Unfortunately, most marketing efforts, both online and offline, are still filled with meaningless jargon that companies, both large and small, cannot live by. These words lack authenticity, truth, and any real passion, and are often taken from their top five competitors. The truth is that consumers and followers are smarter than ever before. They turn to Facebook groups for recommendations and use Foursquare to read reviews of new restaurants. They know how to find answers before they buy products. They don’t care if a company is “the largest so-and-so in the world.” Instead, they want to be a part of a story and to have an authentic experience with the company.

Being a part of a story

Consider Harry’s, a startup shaving company that may appear unremarkable at first glance. However, according to a recent article by The Deal, Harry’s is gaining popularity and competing with industry giants like Gillette and Wilkinson. Gillette has attempted to copy Harry’s subscription service, but they miss the point.

While Harry’s subscription model contributes to their success, it is only a small piece of the puzzle. Competing on prices is no longer enough. Customers crave experiences that they can share and feel proud of. Harry’s has captivated their audience by offering a humanized story and experience, evident in the honest and visually appealing design of their website and creative Instagram feed. They also give back to their customers, allowing them to be part of a bigger cause than just getting a close shave. For Harry’s, great content is great design.

More Than Another Shirt

Everlane entered a market saturated with competitors selling “the basics,” but stood out with their transparency and commitment to “High Quality, Low Markups.” Their website immediately shares their story of keeping costs low while maintaining desirable quality, and even breaks down the pricing of each product by material, labor, duties, and transportation. The use of specialized factories further emphasizes their commitment to ethical production practices. All of these factors contribute to creating a desire in consumers to be part of Everlane’s unique story and experience.

Intimate, Authentic Relationships

Building authentic relationships with customers is a longstanding practice, but it remains influential. Fossil, a fashion retailer, partnered with men’s fashion and lifestyle blogger Justin Livingston (also known as Scout Sixteen) to showcase their latest menswear collection. While they could have hired an A-list celebrity, Fossil chose a blogger to bring a sense of authenticity and community to their campaign. This engagement on a personal level is something that a celebrity cannot replicate.

Moving Forward

In 2016, let’s focus on uncovering unique stories, designing experiences based off those stories, and offering up something more than just your products and services.