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What’s your story?

June 9, 2009

A brand personality can be subtle or overstated, sweet or sour.  And though a brand’s personality is an important communication tool that tells us who the brand is, it doesn’t tell how the brand was born, or why it came to be.

That’s why every brand needs a back story.  Or else, why should anyone trust that brand?

After analyzing a few brands’ websites and history, it was easy to see the ingredients in a great brand story: information delivered straight from the source and authenticity.

Sounds simple enough.

With authenticity comes transparency and credibility. The voice of the back story – whether that’s the company president or, in Florida’s Natural case, the cooperative members – also lends itself to credibility.

Kashi’s story is told in a cooperative fashion by both their marketing team and their product developers, inviting consumers to “meet us” on their website. Ocean Spray’s story is told by a collective of three cranberry growers, citing their history as well as the history of cranberries and grapefruit.  Florida’s Natural shows a video on their site to communicate their back story.

What these brands are doing is a key example of a brand connecting with consumers on the level of, say, a friend.  They’re not talking down to consumers – they’re talking with consumers.  And with that approach, it opens up dialogue between the brand and the consumer.

So, what’s your brand’s back story? And I don’t just mean the company history in the form of a timeline.

One Comment leave one →
  1. Crystal permalink*
    August 12, 2009 8:26 pm

    Excellent reminder to think of the brand narrative. The story didn’t start at launch.

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