How to Build an Authentic Brand Story: Five Best Practices From Niche Brands [updated with infographic]
Successful brands don’t happen overnight. They often take years to build. The most successful brands didn’t start telling their stories by shouting from the rooftops. Many have never appeared on the cover of Time Magazine or featured on Good Morning America. The goal isn’t to get front-page coverage but to grow a vibrant narrative through more localized and organic channels that resonate most with target audiences.
Before we talk about building your brand story, let’s look at two international niche brands that have developed powerful brand stories. While these are household names, they don’t dominate their markets, yet they’ve established substantial niches within their larger industry sectors.
Trader Joe’s: International with a neighborhood grocer vibe
Walk into any Trader Joe’s and you are immediately transformed into a friendly, neighborhood market – a vast cry from its big box retail competitors. They offer a fun brand presence, a streamlined offering of products (who wants to choose between 75 different kinds of cereal!), and products curated according to local demographics, mixed in with unique and healthy offerings. The store carries all the essentials plus some, are easy to get through within 20 minutes, and friendly cashiers bag your goods with a smile! Free tastes, a fun newsletter, and a cheerful atmosphere with colorful, handwritten signage create a unique shopping experience for TJ patrons. None of this happens by accident. Trader Joe’s business model is very intentional about delivering this shopping experience. They don’t just tell a story. They show it – in their branding, product selection, and customer experience.
Moleskine: Celebrating handwriting’s timeless power
I own a small collection of Moleskine journals. What’s delightful about this brand is its origin story. According to its website, the founder, in 1997, brought back the original black notebook used by the likes of Van Gogh, Picasso and Hemingway. And if the journal is good enough for them, it works for me too! Moleskine keeps its origin story intact with its original black book and even evolves with new designs, electronic notebooks, accessories and pens made especially for the journal icon.
Neither of these brands happened overnight. But each is intentional and, over time, continuing to grow a more compelling brand story, staying true to its mission.
How about your brand?
What are you doing now to help build a brand story that can stand the test of time? Consider the following attributes of the brand stories – and experiences – gleaned from Trader Joe’s and Moleskine. Let these five best practices help you build your brand story and find meaningful ways for your customers to experience your brand every time they do business with you.
Share your origin story. Your origin story shares how your company was established, and importantly, your “why.”
Your brand should reflect your business model. Explain your business model through stories and experiences. Is your business mode based on diversity? Sustainability? Impeccable service at lower prices? Find meaningful ways to help your customers experience those values. Consider developing a business model canvas.
Tell your story through multiple platforms. Newsletters, social media, direct mail, point-of-purchase and other communication vehicles all work together to create an integrated messaging platform for brand storytelling.
Don’t just tell everyone what you’re doing to make the world a better place, show them. Trader Joe’s and Moleskine don’t have to tell you what they are doing to make the world better – their products do that for them. For instance, Trader Joe’s product profile includes standards such as excluding Genetically Modified Organisms as ingredients in their products and not permitting any synthetic colors or artificial flavors. And 23% of the products in their stores are organic. And Moleskine shows its commitment to diversity by rolling out products that celebrate different cultures, such as its new Asian Collection, a showcase of contemporary Asian talents that brings together three very different countries: Japan, Korea and China.
Spend some time studying your favorite brands and how they tell their story. How might you learn from these established brands to help develop your own? Be encouraged by the hard work these brands are doing as you build your brand. Know that it takes time and goes beyond the occasional announcement and marketing campaign. It’s a long, strategic game that takes creativity, discipline and tenacity.
Angela Klinske helps leaders establish their rightful presence in the communities they serve. Through effective communications and PR strategy, Angela helps leaders build their brand, presence and authenticity with valued stakeholders. Learn how Mixed Media PR can help you develop solid communications and PR strategy for your business.
