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Brand story: examples from well-known companies
A brand story is a concept that allows you to influence the emotional component of the perception of the target audience through an adequately constructed philosophy and broadcast values of the company. A brand story is a basis for business positioning and the creation of effective interaction with consumers.
The development of a story should include a number of components, including:
- the real story behind the creation of the business or product;
- the features of the products or services that distinguish them from those offered by competitors;
- traditions used to produce and conduct business;
- the characteristics of the target audience.
All of these points are also supplemented by beautiful, but fictitious facts. It is necessary to take accurate information and embellish it in such a way that consumers like it, attracting their attention.
All well-known brands have a story, which has been polished over the years and plays a significant role in the promotion. This can be seen in the example of the fashion house HERMES, which is known primarily for its bags. The brand story includes the fact that the company has been around for more than a hundred years, adheres to consistent product quality, and does not make sales. In order to buy a bag, you have to stand in a long line. In spite of the high cost of production and such strict rules, the number of clients of HERMES only grows. The image of a high-quality and unique manufacturer of the luxury class has played an important role in this.
The foundation of Hipp’s brand story is family values. The founder of the company developed his baby formula to keep his own newborn twin children alive. Josef Hipp’s wife had lost her milk and there was nothing to feed her children. Contributing to the family tradition effect is the fact that the company is run by descendants of its founder, and the business is considered a family business.
The Chupa Chups brand is based on a touching story of how its creator, Enrique Bernat, saw a boy who got his hands dirty after eating candy and being scolded by his mother. That’s when the idea of creating the original candy came to mind. The company has a popular marketing technique of placing products on racks near cash registers.
The M·A·C company, which produces cosmetics, was originally focused on makeup artists and photographers. The brand story goes that the founders, a makeup artist, and a photographer, did not like the quality of the existing products, which made the skin in the pictures not perfect. The first batch of cosmetics was brewed in the kitchen of one of the brand founders. Now the brand is positioning its products as professional quality, but affordable for girls with different skin types and shades.
It’s hard to say how true such brand stories are, but one thing is clear – they really work. Therefore, creating a brand story should be an integral part of business promotion.