Consumers are bombarded by brands, but most remain faceless without a compelling brand story. For companies with a story, it is an opportunity missed to build brand interest and loyalty.
I was reminded of this over the holiday break when I saw a TV ad for Blue Buffalo pet food. The ad was mostly about Blue, a large-breed Airedale that battled cancer and inspired its owners and pals to pursue a pet food company using quality, natural ingredients. A longer version of Blue’s story is on the company’s website.
Blue Buffalo is a now a publicly traded company. The young boy who fell in love with Blue as a puppy is the CEO. The company markets its higher-end dog and cat food around the BLUE Life Protection Formula®. Dogs are everywhere at corporate headquarters and are treated like family, which led to the company’s trademarked cutline, “Love them like family. Feed them like family.” There is a Blue Buffalo foundation to raise awareness of pet cancer.
The Blue brand story has authenticity, even if the brand has faced a couple of accidents on the rug in its history. Purina sued Blue Buffalo, claiming its ingredients didn’t live up to its brand promise (Blue Buffalo blamed the lapse on some of its suppliers). Some pet owners say the food gave their dogs diarrhea, forcing them to switch to another brand. Despite these blemishes, the Blue brand story continues to attract consumer interest.
Brand storytelling has been used by many other consumer-facing companies, including Nike, which traces its birth to Bill Bowerman’s waffle iron used to mold shoe soles and continues with Phil Knight’s memoir Shoe Dog. Along the way, Nike has employed stories to make its brand more than just about running shoes. Equality is one of its recent brand stories and new apparel lines, which “celebrates differences and inspires change through the power of sport.”
One of the most iconic brand stories comes from Burt’s Bees, whose founders (an artist and a beekeeper) met through a hitchhiking encounter. Burt’s Bees sells natural care products with a side of activism, including efforts to restore areas where bees forage. Its videos underscore the company’s philosophy of treating our skins and our planet with care.
Minnetonka, which makes comfortable and affordable footwear, touts itself as a fourth-generation family-run business dedicated to hand craftsmanship and sustainable employment practices. Part of its brand storytelling is interspersing pictures of stars like Cameron Diaz and Kate Moss with user-supplied pictures of everyday people wearing their moccasins, sandals and boots. Content on its websitedescribes when and how some of its famous moccasins originated
Digital marketer Sujan Patel wrote a recent blog describing seven brands that he says are “killing it with brand-driven storytelling,” including Nike, Burt’s Bees and Minnetonka.
“Telling your story is a critical part of building your brand,” Patel writes. “It helps to shape how people view you and enables consumers to begin forging a connection with you and your company.”
The trick, he adds, is making sure the stories authentic, not fabricated. “Consumers aren’t stupid. If they think you’re fabricating stories and falsifying your brand they will find out. At some point, the truth will come out and the ‘brand’ you built will be in need of some serious damage control if it’s to survive.”
As Blue pet food demonstrates, you need to do more than tell your story. You need to walk your talk and keep faith with your brand story.
Do you have an untold brand story? Do you need help telling or showing your brand story? Share your brand story with us. Maybe we can help. In any case, we would love to hear your story.