Pssst… You can pin this vlog post to reference later! 📌

Pin this vlog post to reference later! 📌

The post The Stanley Cup Phenomenon: A Case Study in Marketing and Psychology appeared first on Kaye Putnam | Psychology Driven Brand Strategist.

In the world of online entrepreneurship, a strong, unique brand can be the difference between blending in with the noise and standing out from the crowd. Building a brand that connects with your audience emotionally, tells a compelling story, and showcases your unique personality isn’t easy. That’s why drawing inspiration from others who have excelled in this area is always helpful. So, buckle up and prepare for a journey through 50 inspiring brand examples that’ll spark new ideas. 

Nike is the epitome of inspirational branding. Through their powerful storytelling and emotionally charged marketing campaigns, they’ve created a brand beyond selling sportswear. Nike stands for perseverance, ambition, and the indomitable human spirit.

Apple is an iconic example of branding done right. Their emphasis on innovation, design, and simplicity has captivated millions. Their “Think Different” campaign resonates deeply with a global audience that values creativity and individuality.

Airbnb’s brand story revolves around creating a sense of belonging. Their narrative-driven approach to marketing showcases real stories from hosts and guests, emphasizing connections and shared experiences. Their brand encourages everyone to “Belong Anywhere.”

Patagonia

 

Known for its dedication to environmental conservation, Patagonia has built a brand that aligns with its consumers’ values. By integrating its commitment to the planet into every aspect of its branding, Patagonia is more than a clothing company; they’re a lifestyle choice.

MailChimp

As an email marketing service, MailChimp could easily fall into the category of bland and forgettable tech brands. But, with their quirky, fun-loving brand personality, they’ve managed to infuse a dose of warmth and humanity into an otherwise mundane industry.

Glossier

Glossier is a beauty brand that built its empire mainly through savvy online branding. By prioritizing real women and natural beauty in their branding, they’ve fostered a loyal community of customers who feel seen, heard, and valued.

Cards Against Humanity

This card game brand thrives on its edgy humor and bold personality. Their irreverent branding aligns perfectly with the spirit of their product, creating a cohesive and unforgettable brand experience.

Zappos

Zappos has built a brand centered around exceptional customer service. They go to great lengths to make their customers feel appreciated, from handwritten thank-you notes to surprise upgrades. Their brand conveys genuine love and care for their customers.

TOMS

TOMS built its brand around the idea of social entrepreneurship. Their “One for One” model—where shoes are donated for every pair purchased—distinguishes them from other shoe brands and resonates deeply with socially conscious consumers.

Ben & Jerry’s

Known for their delicious ice cream and eccentric flavor names, Ben & Jerry’s has a charming, down-to-earth brand personality. They’re also vocal about social issues, making them a brand with a conscience.

Casper

Casper revolutionized the mattress industry with its direct-to-consumer model and playful branding. Their friendly, approachable brand personality takes the stress out of mattress shopping and makes it a fun, easy experience.

Dollar Shave Club

Dollar Shave Club disrupted the men’s grooming market with its subscription-based model and cheeky branding. Their viral video campaigns are a testament to the power of humor in branding.

Warby Parker

 

Warby Parker shook up the eyewear industry with their innovative home try-on program and socially conscious business model. Their brand exudes a blend of cool, intellectual charm, and heartfelt authenticity.

Burt’s Bees

 

Burt’s Bees is a natural skincare brand that’s remained true to its roots. Their branding revolves around their commitment to natural ingredients and sustainable practices, making them a favorite among eco-conscious consumers.

Etsy

 

Etsy’s branding is all about celebrating creativity and individuality. As a marketplace for handmade and vintage goods, their brand story empowers individual makers and resonates with consumers seeking unique, personal items.

Lego

 

LEGO has created a powerful brand through the sheer joy of creativity and imagination. Their brand goes beyond their products, promoting the value of learning through play, fostering creativity, and building imagination in children and adults alike.

Slack

 

Slack has become a beloved brand in the corporate world thanks to its friendly, easy-going brand personality. Their branding turns the mundane task of workplace communication into a fun, enjoyable experience.

Peloton

 

Peloton has built a brand that revolves around community and personal betterment. Their marketing campaigns highlight real users’ stories, creating an emotional connection with their audience.

SoulCycle

 

SoulCycle is more than just a fitness brand; it’s a community. Their branding fosters a sense of belonging and togetherness, turning what could be a grueling workout into an empowering group experience.

Duolingo

 

Duolingo, an app that makes learning languages fun, has a friendly and encouraging brand personality. Their cute mascot and playful tone make language learning approachable and enjoyable.

Headspace

 

Headspace has managed to carve out a unique space in the crowded mindfulness app market. Their adorable animations, friendly tone, and commitment to making meditation accessible to all form the heart of their brand.

Buffer

 

Buffer is a social media tool known for its transparent and human-centered approach. Their commitment to open salaries, remote work, and workplace culture set them apart in tech.

Lush

 

Lush, a cosmetics brand, is well-known for its commitment to fresh, natural ingredients and ethical sourcing. Their colorful, sensorial branding aligns with their emphasis on handmade, unique products.

Moleskine

 

Moleskine notebooks are loved by creatives around the world, and their branding reflects this. With a focus on creativity, productivity, and quality, their brand appeals to writers, artists, and thinkers alike.

Everlane

 

Everlane’s brand is rooted in “radical transparency.” They’re open about their manufacturing processes, pricing, and environmental impact, which resonates with conscious consumers.

Blue Apron

 

Blue Apron’s branding revolves around the joy of cooking. Their service brings convenience, fun, and creativity to the kitchen, which is reflected in their friendly, vibrant branding.

Fitbit

 

Fitbit’s brand is about empowering individuals to live healthier, more active lives. Their branding is upbeat, supportive, and focused on personal growth.

Squarespace

 

Squarespace is a website builder with a sleek, stylish brand personality. Their emphasis on design and ease of use is clearly reflected in their minimalist, visually stunning branding.

Rapha

 

Rapha, a high-end cycling brand, has created a brand that revolves around the love of the sport. Their branding, which showcases beautiful landscapes and a sense of community among cyclists, inspires passion and commitment.

REI

 

REI is an outdoor retail co-op with a brand that’s all about love for the outdoors. Their “Opt Outside” initiative, which encourages people to spend time outdoors rather than shop on Black Friday, speaks volumes about their brand values.

Allbirds

 

Allbirds, a sustainable shoe brand, emphasizes comfort and eco-friendliness. Their clean and fresh branding conveys their commitment to ‘making better things in a better way.’

Glossika

 

Glossika is a language learning platform whose branding revolves around the philosophy of learning languages through full sentences and immersion, simulating the natural language acquisition process.

S’well

 

S’well, a reusable water bottle brand, fuses fashion, function, and sustainability in its branding. Their vibrant, stylish branding aligns with their mission to rid the world of plastic water bottles.

WeWork

 

WeWork, a coworking space provider, has built a brand around the idea of community and shared workspace. Their branding reflects a sense of dynamism, collaboration, and entrepreneurial spirit.

BrewDog

 

BrewDog is a craft beer company known for its rebellious spirit and bold branding. They’ve built a brand that celebrates individuality, challenges the status quo, and, of course, a love for quality beer.

Impossible Foods

 

Impossible Foods has revolutionized the food industry with its plant-based meat. Their branding communicates their innovative spirit and their mission to make a global impact on our food system.

Hello Foods

 

HelloFresh has created a brand that makes cooking feel accessible and fun. Their branding exudes convenience, freshness, and the joy of homemade meals.

Teachable

 

Teachable is an online course platform that empowers individuals to share their knowledge. Their branding is supportive, motivational, and centered around the joy of learning and teaching.

Mint

 

Mint is a personal finance app with a friendly, approachable brand personality. Their branding takes the stress out of finance, making it feel simple and manageable.

Thinx

 

Thinx, a brand of reusable period underwear, has a bold, empowering brand personality. Their branding tackles period stigma head-on, promoting body positivity and sustainability.

Masterclass

 

MasterClass has a brand that screams exclusivity and quality. With world-class professionals as instructors, their branding emphasizes the value of lifelong learning and mastery.

Spotify

 

Spotify’s branding is all about personalization and discovery. With curated playlists and a focus on discovering new music, their brand is dynamic, personalized, and a little bit quirky.

GoPro

 

GoPro is all about adventure and capturing unforgettable moments. Their branding is vibrant, exciting and revolves around the thrill of exploration and adrenaline-pumping activities.

Skillshare

 

Skillshare, an online learning community, has a brand that celebrates creativity and lifelong learning. Their branding is friendly, inspiring, and emphasizes the joy of discovery.

Dropbox

 

Dropbox’s branding is clean, simple, and user-friendly, reflecting the ease and convenience of its file-sharing and storage service. They add a dash of fun and personality with playful illustrations.

HubSpot

 

HubSpot, a marketing, sales, and service software provider, has a brand that is educational and supportive. Their numerous free resources and academy courses underline their commitment to helping businesses grow.

Bulletproof

 

Bulletproof is a food and beverage brand focusing on performance and health. Their branding is about empowering individuals to reach their peak performance and live their best lives.

Canva

 

Canva, an online design tool, has a friendly, empowering brand personality. Their branding democratizes design, making it accessible, fun, and easy for everyone.

Farmgirl Flowers

 

Farmgirl Flowers, an e-commerce florist, is well-loved for its ‘field-to-vase’ model. Their rustic, charming branding highlights their commitment to American-grown, sustainable blooms.

Storybird

 

Storybird is a platform for writers of all ages to share their stories. Their brand is warm, welcoming, and celebrates the power of storytelling.

Building a brand is about much more than a logo or a color scheme. It’s about telling a story, forging emotional connections, and showcasing your unique personality. The brands we’ve explored in this article have all succeeded in crafting distinctive identities that resonate with their audiences. No matter what type of brand you are building, these examples provide a wealth of inspiration for crafting a brand that truly stands out.

Pssst… You can pin this vlog post to reference later! 📌

Pin this vlog post to reference later! 📌

The post 50 Inspiring Brand Examples to Ignite Your Entrepreneurial Spirit appeared first on Kaye Putnam | Psychology Driven Brand Strategist.

Providing Comfort and Support to Those in Need

Bombas, a popular sock company, has turned a simple everyday item into a powerful tool for social impact. For every pair of socks sold, Bombas donates a pair to homeless shelters across the United States. Recognizing that socks are among the most requested items in homeless shelters, Bombas aims to provide comfort and dignity to those experiencing homelessness. Through their innovative design, high-quality materials, and commitment to giving back, Bombas has become a beloved brand, capturing the hearts of customers who appreciate their purpose-driven approach.

Airbnb: Creating a Sense of Belonging Worldwide

Facilitating Cultural Exchange and Connection

Airbnb, the renowned online marketplace for accommodations, goes beyond offering a place to stay. They strive to create a sense of belonging and foster cultural exchange between hosts and guests. By embracing the concept of “belong anywhere,” Airbnb encourages people to explore different cultures, build connections, and experience destinations as locals. This purpose-driven approach has transformed the way people travel, emphasizing meaningful experiences and authentic connections over traditional tourism. Airbnb’s success lies in their ability to tap into the innate desire for human connection and understanding.

The Body Shop: Beauty with a Conscience

Ethical Beauty Products that Empower and Protect

 The Body Shop, a global beauty brand, has been a pioneer in the realm of ethical and sustainable cosmetics. They prioritize natural ingredients, ethical sourcing, and cruelty-free practices, ensuring their products have a positive impact on both people and the planet. The Body Shop actively campaigns against animal testing and fights for social causes such as gender equality and environmental protection. Through their purpose-driven initiatives, The Body Shop empowers customers to make conscious choices and align their beauty routines with their values.

LifeStraw: Clean Water for All

Innovating to Tackle the Global Water Crisis

LifeStraw, a company specializing in water filtration technology, is on a mission to provide clean drinking water to communities in need. Their innovative portable water filters enable people to access safe drinking water, even in challenging environments. For every LifeStraw product purchased, the company provides clean drinking water to a child in need for an entire school year. By addressing the global water crisis, LifeStraw has become a symbol of hope and a catalyst for change, demonstrating how purpose-driven brands can make a tangible difference in the lives of individuals and communities.

Lush: Fresh Handmade Cosmetics with a Social Conscience

Ethical Beauty Activism in Action

Lush, a popular cosmetics brand, has built a reputation for its fresh and handmade products, but it’s their commitment to ethical sourcing and social activism that truly sets them apart. Lush champions animal rights, environmental sustainability, and human rights through their product formulations, packaging choices, and campaigns. They use their platform to advocate for important causes and challenge industry norms. Lush’s purpose-driven approach resonates with consumers who seek beauty products that align with their values and support a better world.

As we wrap up this exhilarating look at purpose-driven brands, I hope you’ve been inspired by the diverse examples. 

Purpose has the incredible ability to move mountains, engage communities, and transform businesses from the inside out. Whether it’s environmental sustainability, social impact, or transparency, these brands have shown that aligning purpose with strategy can lead to both commercial success and positive change. 

Now, it’s your turn! 

Ready to define your brand’s purpose and strategy? Let’s work together to unleash your brand’s potential and make a lasting impact. Click here to get started on your purpose-driven journey!

Pssst… You can pin this vlog post to reference later! 📌

Pin this vlog post to reference later! 📌

The post Unleashing the Power of Purpose: Inspiring Examples of Purpose-Driven Brands appeared first on Kaye Putnam | Psychology Driven Brand Strategist.

I know. I know. Let me explain.

I am a huge proponent of having goals. I believe in dreaming big and having big goals to backup those dreams. One of Kaye and my’s current goals is to publish a book. And I get a huge smile on my face typing that out. Because it’s going to be amazing. It’s going to be transformational. It’s going to be HARD. But it’s going to be worth it.

But…resolutions, I’ve just never been able to get on board with. Maybe it’s because they’re focused on one year of change. Or a lot of the time, they’re focused on something SUPER drastic that’s not sustainable. A resolution needs to have a recovery plan for if/when you lose motivation. Because…#life.

That being said, something I’ve focused on in the last couple years is eating healthier. It hasn’t been a specific year’s resolution, but it’s top of mind.

Which made researching this month’s Unlocking Big Brand Genius an absolute blast! I LOVE cooking healthy and actually enjoy eating tons of vegetables. BUT, I have the most ridiculous sweet tooth! I can eat healthy all day and then ruin it all by sitting in front of the TV at night eating 5x the recommended serving of Oreos….#truth.

Then I started researching Quest Nutrition. I think I’ve found my key to healthy eating with chocolate…and cookies…and pancakes! Because, they aren’t JUST protein bars! 

So without further ado, let’s take a deep dive look into the Quest Nutrition brand. As always, watch for the top 10 branding lessons you can directly apply to your brand!

(Pin for later!)

First Impressions

I love how clean and inviting Quest Nutrition’s website is! It immediately pulls you in with delicious imagery. You’re on a website promoting protein rich foods yet the first thing you see is a chocolate chip cookie. I’m in! And now I’m hungry…

As you scroll, you learn that Quest is WAY more than protein bars. My favorite is that they have chips! I’m willing to bet that a common misconception for Quest is that they only sell protein bars. Or protein bars and powder. So right off the bat, they mention their chips, cookies, and cereal bars! Smart move.

Entrepreneurial Tip #1: Set the record straight! Do you have common misconceptions about your brand or in your industry? Make sure your audience understands the truth.

I also LOVE Quest Nutrition’s logo. It’s simple, strong, and bold. The perfect symbolism for their brand. One lesson I learned early in my branding journey is that it’s OK to keep your logo simple. Using a strong font and keeping text only in your logo can be the PERFECT route for your brand. Countless big brands utilize this concept and never stray.

Entrepreneurial Tip #2: If you’re struggling with your logo design and symbolism, go simple. You can always revisit down the road when you have the money/time to hire a designer. But you also may find you never want to add anything else and that you now have the perfect logo for your brand.

Brand Personality

Quest Nutrition actually uses a few strategies that fit into very different archetypes:

• Creator: Quest has created its own Cheat Clean Cookbook. This cookbook breaks down meal recipes using…you guessed it…Quest products! Recently, they’ve gone a step further by introducing a video series. They show step by step how to cook/bake some of their most popular recipes!
• Entertainer: A lot of Quest’s imagery and language point towards enjoying life! And eating delicious food as you do. They use imagery of people outside enjoying life with their GIANT products tied in to each scene. It’s fun and lighthearted!
• Innocent: One area where Quest has strong Innocent ideals is its mission statement. They are very clear in their mission to make clean eating simple and delicious. Because it should be simple. It’s black and white. You shouldn’t have to compromise taste for healthy. They’ll never compromise on THAT value.

That being said, the strongest brand archetype Quest exemplifies is the Hero Personality. They are driven to creating products that “help customers perform at their upper limits.” Even as I found examples of other archetypes sprinkled in, Quest always drives back to its Hero roots. This is key to building a successful, but REAL brand. While they create an entire series on cooking Quest recipes, they also dedicate time to a series on transformational change. They motivate through real life examples of people accomplishing their goals without compromise. While they have bright, silly imagery on their website, Quest also stays true to a set Hero design with their color and font choices. I personally love their bright blue as the basis of all design.

Entrepreneurial Tip #3: You will end up with things that aren’t 100% in line with your archetype. If it’s working for your brand, then it’s the right move. Archetypes are your guidelines to making brand decisions. But remember – you are the brain behind the brand. Just make sure you are always being true to your core brand values.

One of my favorite examples of Quest’s Hero roots is scattered throughout their “Our Story” page. It’s evident in their language, drive, mission, and perseverance.

From the start, Quest valued setting the bar high and not accepting any compromises to their end goal. Their end goal was a delicious and healthy product. They believed deep in their core that with enough hard work, they would accomplish their goals. And, they were tested…time and time again! Customers LOVED their products, to a point where they couldn’t produce fast enough. Using industry tested machinery was a bust for them. But, true to their mission, instead of altering their quality, they built custom machinery to produce their bars.

Entrepreneurial Tip #4: If you’re struggling with content creation, use your archetypes as a guideline. All archetypes have common, time-tested themes and storylines. These themes demonstrate the archetypes’ unique strengths and values. Use them as your North Star.

Marketing/Social Media

The first thing I *have* to point out with Quest Nutrition’s marketing plan is that they are kicking butt on video. I love all the different directions they’ve gone to capitalize on video content. First, the step-by-step cooking tutorials and the videos of real-life transformations.  Then, I wasted… rather, *researched* for a good 15 minutes watching Quest employees try out recipes from their Cheat Clean Cookbook. That series looks like it was a bit old (most videos published last year) so it may not have been giving the returns they wanted, but props to a fun, creative idea. And it’s ALWAYS a win to humanize your brand with real employees being themselves.

Entrepreneurial Tip #5: You’ve heard time and time again to humanize your brand. Let your audience get to know the brain behind the brand. But, that goes for more than just YOU. Be open and honest about the fact that you don’t do everything yourself. Let your employees share a little bit of themselves too. This gives your audience more to relate to.

Entrepreneurial Tip #6: Video is taking over. Get your brand on board with video content. There are *so* many ways to take advantage of this media – find what works for you.

Quest Nutrition is active on Facebook, YouTube, Instagram, and sorta Twitter. They are another fabulous example of keeping their social media cohesive without boring you to death. For example, their current marketing focuses on their protein cookies. BUT every single promotion doesn’t look the same. They utilize nutritional information on some graphics, and natural ingredients on others. And they bypass the standard banner all together by using a video banner on their Facebook page. Genius!

They’ve also done a great job of building up their following and utilizing brand advocates on social media platforms. On their website, Quest has a “Quest Squad” application. You can apply to be one of their product ambassadors. I’m not sure what’s ALL included in the title because I didn’t apply. 😉 But the lesson is still there! Treat your top advocates extra special! Show them how much you appreciate them! Quest gives their brand advocates exclusive access to extras and contests. In exchange, they have RAVING fans on social media. They’ve capitalized on this extra attention with the hashtag: #onaquest. This makes it SUPER easy to find motivated brand fans. These individuals cook with Quest products and lead healthy lifestyles are ALL over Instagram!

Entrepreneurial Tip #7: Create and *cultivate* brand advocates. It’s not always enough to pick a hashtag and expect your audience to make it viral. Exclusivity, contests, or personal call-outs can all help your brand advocate program take off. Be creative and have fun with it!

Ideal Clients

Quest Nutrition does a fabulous job of being inclusive to all – not just super fit athletes. Early on in their journey, Quest realized that it wasn’t only athletes enjoying Quest bars. They had teenagers, parents, and professionals interested in their products. It was about more than fueling your body with protein. They had accomplished their goal: A simple, healthy, delicious product and the word quickly spread!

Even to this day, Quest is achieving its goal of appealing to people that want to be healthier. This is especially true in their imagery. They aren’t JUST showing athletes accomplishing impossible acts. They’re fun, light hearted people that look healthy and enjoy life.

Entrepreneurial Tip #8: Don’t limit yourself or your brand by identifying TOO specific of a niche of ideal clients. There may be a whole other subset of customers that would buy if you spoke to shared values instead of specific demographics.

Recommendations

Quest has done a great job creating a strong, straightforward brand. It consistently portrays their values, mission, and goals for the future. That being said, building your brand never ends. And there’s always room for improvement. So, here are a few suggestions for the Quest Nutrition brand.

Expand on the Quest Brand Timeline:

I love Quest Nutrition’s origin story. It’s textbook Hero. Hero entrepreneurs out there… observe this structure! It starts with an idea. A goal. Throughout the years, they explain all the obstacles they overcame in accomplishing that goal. They talk about the times they could have taken the easy route. They talk about the challenges they encountered as a direct result of NOT accepting any compromises. BUT, the story stops in 2014. It’s 2018 and Quest’s growth and expansion is extraordinary.  But we are in the dark to what’s happening or what challenges they’ve overcome in the last three years. I’d absolutely recommend they expand on their timeline with the same structure they’ve already perfected.

Entrepreneurial Tip #9: Your brand must evolve and adapt as you do. Throughout the years, you’ll grow, make mistakes, accomplish goals, and change direction.  And repeat. Use this evolution to fuel your content and your credibility.

Further Develop a More Inclusive Community:

Quest has done a fabulous job of creating and cultivating their Quest Squad. BUT, they have a whole community outside that niche that I’m sure wants to feel the love as well. They are a brand for anyone looking to improve their health and not sacrifice taste in the process. And their Hero Personality is motivated by improving the world. How fabulous would it be to have a space on their website or even a dedicated Facebook group to everyone that loves Quest. Those individuals that want to learn about the products or comment on the recipes in the Cheat Clean Cookbook. The individuals that love the cookies and cereal bars but have never used protein powder in their lives. Why do they even need it? And bonus – Quest already has a whole vetted community of experts! The Quest Squad can be active in the group by creating discussion or answering questions. #winwinwin

Strict Imagery Guidelines:

Quest goes a few different directions when creating images and graphics. This CAN be ok, but it can also be a slippery slope for your brand recognition. They use bright colored backgrounds when promoting specific products. Then they mix in wooden backgrounds/patterns when they’re focused on ingredients. When including people with the products, they keep the photos outside, and usually make their products 10x the normal size (which I love!) These paths are all great on their own, but aren’t cohesive with each other. It looks like their brand has evolved, but they haven’t taken the time to audit what “on-brand” now means for their business.

This is also very clear on their blog. They use some of the imagery mentioned above, but then they add in comics and selfies for some of their graphics. The result looks a bit disheveled. It looks like part of this comes from the fact that other people are writing the blogs on behalf of Quest. But that makes this even more important. You must ensure that content stays consistent with the look and feel of your brand. Even when brand ambassadors are publishing on your behalf.

Entrepreneurial Tip #10: All design aspects on your website MUST be on brand. This is non-negotiable. If you have writers or brand ambassadors publishing on your behalf (which is a *genius* move), offer to provide the graphics that go along with the content. Or give some template options.

Quest Nutrition has a strong brand. They’re impressive *just* when you look at their strategy and tactics in building their brand reputation. But then…you look at the hard numbers, and truly understand. Quest Nutrition is an A+ example of a successful business that worked *hard* to get to the top and didn’t compromise their values and goals in the process. In three years, they grew by 57,000% and earned the #2 spot on the Inc. 500 list. (Source: Forbes) They started out with 4 employees and now have hundreds. They’re a textbook example of what a few people can do with a unique idea, dedication, and a great brand. ?

The post Unlocking Big Brand Genius: Quest Nutrition appeared first on Kaye Putnam | Psychology Driven Brand Strategist.

During our fitness brand research, we found the women’s *technical* clothing brand ADAY.  Smart clothing for everyday life. Since then, we’ve been watching this brand. We love how they’re mixing the Sage and Innocent brand archetypes to create this inspiring, yet “back-to-basics” clothing line.

Which is why I’m focusing this month’s Unlocking Big Brand Genius brand analysis on ADAY.

First Impressions

The first thing you realize when you visit ADAY’s website is how they value the talented and unique lives that women are living in today’s society. Further, you realize ADAY is readying these women for the future of our society. Technology is more important than ever, yet simplicity is highly valued by today’s population of young adults. We value experiences over possessions. But how can a product-based company place a higher value on experiences? Shouldn’t they be convincing us why we NEED their clothing above all else? And lots of it? Not for ADAY. They aren’t just about selling a product, they are creating something bigger. They’re about simplifying life and getting back to basics. You don’t need closets full of clothing rotated out every season. You need the basics you can wear for 5 hours on a plane because they’re comfortable. Then you wear the same outfit to a business meeting because it’s not wrinkly or sweaty. You need “the best shirt ever” that works no matter what your day brings.

Entrepreneurial Tip #1: Branding is about building something bigger than your product or service.

Brand Personality:

Remember that we found the brand ADAY while doing archetype research? We were looking for a fitness company that applied Sage themes and stories to their branding. We found ADAY.

I must admit, we missed the mark when we looked at lumping ADAY into *just* a fitness apparel company. But I’m glad we did, because it allowed us to start tracking this phenomenal Sage brand. It also allowed us to see deeper than Sage. ADAY also has Innocent Archetype themes and wording seamlessly weaved into their branding.

First, let’s discuss how ADAY applies the Sage Archetype to their branding. Right on their homepage, ADAY calls out…

“Tech made our lives easier. It’s time our wardrobes got an upgrade too.”

Think about this for a minute. Genius. How often do new models of computers or phones come out? Yet, we’re still buying the same fabrics that show armpit sweat or need to be ironed after sitting on a plane for 2 hours. Or, worse… we’re buying “dry clean only” clothing and throwing them in the wash. This is why ADAY was born. To bring tech to clothing. To create a “wardrobe of the future.” This futuristic and technology savvy point of view demonstrates a very Sage way of thinking. This brand values research and reinvention to create something better for their audience.

Entrepreneurial Tip #2: Find a way to make the ordinary different, and you’ve found a way to brand your product or service.

The co-founders of ADAY (Meg He and Nina Faulhaber) recently did an interview on the Millennials Don’t Suck podcast. One of the questions the interviewer asked was if their “smart” clothing measured your heart rate. Their response could not have been more Sage. They immediately answered… not yet, but maybe in the future. One of my favorite Sage point of views is that there is always more to learn. One of ADAY’s top values is invention. They’ll never stop researching what will make their clothing better for their consumers.  

Another theme you find in ADAY’s branding is simplicity and getting back to the basics. This demonstrates their Innocent personality. Nina and Meg have explained that in sci-fi movies of the future, everyone wears the same functional clothing. Star Wars, Star Trek, etc. I LOVE this comparison. Partially because I’m currently nerding out over the newest Netflix release of Star Trek: Discovery. And yes, they wear the same simple, functional clothing for fighting and socializing. This explains the very core of ADAY. They don’t have 50 different styles of shirts or 20 different leggings with bright floral patterns. They don’t need that. They are creating the staples. The basic clothing you need in your closet that’s practical for all occasions. Comfortable, yet stylish. Trendy, yet functional. High quality, yet machine washable. (That one still shocks me.)

Entrepreneurial Tip #3: When you define your most important values and beliefs, you also start to define your ideal client.

ADAY’s Innocent Personality also shines through on their “Our Story” page. They paint a picture of the lifestyle they live and how similar they are to their target audience. This is smart for two reasons. It helps their audience humanize their brand. Yet, it also ties in why their clothing line is the best fit for that lifestyle. They sell clothing that can help you simplify your life. Clothing that helps you spend less money on “things” so you can spend more on experience. Yes I’m still talking about clothes! This is the brilliance in this brand. ADAY does an exceptional job of creating something more than their product. It’s a movement. It’s a way of life. And it’s one their ideal clients value.

Entrepreneurial Tip #4: Develop your brand around a lifestyle.

One of the most important branding lessons you can ever learn is to tell stories. Incorporating stories into your brand will bring your business further than any sales tactic. This is one of the core values Kaye and I stress with our clients. This is why we started paying such close attention to ADAY. They understand the importance of stories and this helps their brand thrive. They share why they became a brand, why they wanted “technical” clothing, why they visit their factories, how they source materials, and more. They write and TALK about it – on their website, in interviews, and through guest speaking opportunities. They even share stories of their influencers. They have models that wear their clothing who are also entrepreneurs and world travelers. They’ve given life to their brand.

Entrepreneurial Tip #5: Bring your brand to life through stories. It doesn’t matter if you’re a solopreneur or rebranding a company of 100 employees. Stories are the key to relating with your audience and humanizing your brand.

Marketing/Social Media:

Like many other tech-savvy brands appealing to today’s modern consumer, ADAY has a strong social media presence. If you’ve been following the *Unlocking Big Brand Genius* series for long, you’ll notice a common theme. Brands that “get it” are utilizing social media. ADAY has a heavy presence on Instagram, Facebook, & Twitter. They are posting minimalistic imagery which is on-brand with their Sage and Innocent Brand Personalities. They are partnering with influencers that hold similar values and live similar lifestyles. They consistently post on each of their three social media platforms. Plus, they’re utilizing strengths of each of the different platforms. (Ex: Gorgeous imagery with minimal text on Instagram and retweeting any time they’re mentioned on Twitter)

Yes, that was the quickest summary I’ve ever written on social media presence, but for good reason. ADAY is acing social media. But, I wanted to call out a different area of marketing that ADAY is utilizing that sets them apart. This is a tactic that all budding entrepreneurs should take note of.

Speaking opportunities! More than ever, consumers want to know the faces behind their favorite brands. ADAY understands this and tells stories to help their customers humanize their brand. Further, they get out in the public and talk. Try googling ADAY. You’ll find countless interviews. ADAY’s co-founders talk about entrepreneurship, their brand, values, fashion trends, and personal failures. You also find their employees interviewing within their areas of expertise.

Now, visit ADAY’s Twitter account. They’re constantly retweeting live speaking events where Nina or Meg are present. Plus, they share recent podcasts where Nina or Meg guest interview. Try Facebook. You can see photos of live events where Meg and Nina are joining in and meeting other entrepreneurs.

Entrepreneurial Tip #6: Get visible. Often. Take advantage of every relevant opportunity that comes your way. Live events, written content, social media posts, podcasts, guest interviews, expert requests… be loud with your brand and your expertise!

Ideal Clients:

ADAY describes their target audience as the “conscious customer.”  They don’t target towards impulse shoppers. They target customers that understand we need to change how we live our lives. We need to lessen our impact on the earth to improve our future. They draw in conscious women who understand that everything we do today impacts future generations. Their target audience VALUES that ADAY’s clothing is “machine wash cold” because this “saves over 2,000 pounds of CO2 per year vs. hot wash.” Their customers buy because ADAY is transparent about where their materials come from. They holds their factories accountable to high ethical and environmental expectations.

Entrepreneurial Tip #7: Identify what’s important in today’s society that you are also passionate about and apply that to your branding.

So would you spend a bit more on a piece of clothing that is sustainably manufactured? Or that’s cold wash only instead of dry clean? Or that you can wear no matter what the season? Would you own less clothing if you had the essential pieces of *smart* clothing that you can wear no matter where the day takes you? If yes, then you are one of ADAY’s target customers.

Recommendations:

ADAY understands something very valuable. Investing in your brand is the key to success.  They understand the value in creating more than just products. They value the art of storytelling for their brand.

That being said, there’s always room to bring things to the next level. With that in mind, I have a few recommendations I’d make to the genius minds at ADAY.

Further Utilize Email List:

When I first visited ADAY’s website, they offered “8 Tips that help you put fitness into flying” for anyone that travels a lot. This is the original opt-in I used to sign up for their email list. I received this e-mail right away, but that was almost two weeks ago and I hadn’t heard anything since. So, I tried a couple different opt-ins throughout their website with different email addresses.  Now I’ve received a welcome email and a separate welcome from Nina & Meg. The first recommendation I’d make is to focus on developing all opt-in leads equally. Welcome sequences are one of the key factors for developing and nurturing audience relationships. ADAY has mastered it’s ability to tell stories. So why not tell those stories to new leads? Right from the start, ADAY could share why their clothes are different. They could give more detail to Meg and Nina “behind the brand”. Additionally, they could talk about influencers that love the products as much as ADAY does.

Entrepreneurial Tip #8: Use your e-mail list to create raving fans that understand your expertise.

Further develop influencer campaigns:

ADAY has a fabulous network of entrepreneurs and influencers that wear their clothing. This is demonstrated through Instagram and Twitter. Influencers may use the hashtag #thisisaday or #adreamaday to share Instagram posts wearing ADAY’s clothing. They also feature models/entrepreneurs, but don’t fully develop those stories. It would be a fabulous addition to their website to have an area where they talk about these individuals in more detail. They could do interviews or publish articles. They could “tell their story” about the modern lives these influencers are living and why they value the clothing ADAY creates. It would be especially interesting to do an interview series on real-life entrepreneurs. Entrepreneurs who value simplicity or living an unconventional life. Many modern day entrepreneurs would fit perfectly with ADAY’s values. It could be a fabulous way to deepen the importance of those beliefs.

Entrepreneurial Tip #9: There’s a power in other people telling stories on your behalf that reiterate your strongest values. It’s also a strong way to add credibility to your brand.

More details on their technical clothing:

I *love* the idea of “technical clothing for the future”. I was so interested that I especially scoured the website for *why* their clothing is different. ADAY mentioned that they find and create “technologically advanced fabrics” chosen for specific qualities such as “thermo regulation” or “wrinkle release”. They also explain that their textiles are breathable, pilling resistant and quick drying. They could take this further and provide details of the fabrics or the process behind these qualities. I know this would be a complex balancing act. They can’t get too complex or spill competitive secrets. But the theme fits perfectly with BOTH of their brand archetypes. The Sage side of their brand wants to educate their consumers to why they are the smart, sustainable choice. Their Innocent personality wants to be transparent about processes surrounding manufacturing and sourcing. This creates the perfect opportunity to give more facts behind the product.

Entrepreneurial Tip #10: Use your archetype to further develop your stories and content.

ADAY was founded in 2015. At first glance, it’s amazing how far the company has come in two short years. Yet, when you analyze their branding… you understand why success is their only option. They understand the value of building a brand that connects with their customers on an emotional level. They realize the value in stories. Their passion about their product shines through in everything they do. I have no doubt that we’ll be seeing amazing developments from this brand in the upcoming years. Plus, I can’t wait to see how much “smarter” their clothing will become!

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The post Unlocking Big Brand Genius: ADAY appeared first on Kaye Putnam | Psychology Driven Brand Strategist.

1. Huge shot of confidence from learning about this bada$$ brand
2. Quotes & images that include some *colorful* language 😉
3. Little bit of fan-girl complementing (the more I read about this brand, the further I fall down the rabbit hole of loving Ash Ambirge)
4. Tons of *fabulous* lessons and insights from The Middle Finger Project that you can DIRECTLY apply to your own brand.
5. A fun break from your work day

Enjoy!

Today I’ll be dissecting the brand, The Middle Finger Project, for your entertainment and delight. And believe me when I say, if you haven’t heard of this brand before, you will be inspired to go out and do something bada$$ for your brand…or yourself. Because you deserve it 😉 Ash says so, and so do I.

If you haven’t heard of Ash Ambirge, she’s the founder and CEO of The Middle Finger Project. To understand WHO she is, all you have to do is browse around her website for about 5 minutes. She is amazingly open, transparent and bold. You’ll quickly discover that she doesn’t hold anything back in her brand. You learn about her past, her goals, her opinions, and her challenges in growing her brand. You will find a deep passion for ensuring other women have the same level of confidence and courage to live their lives out loud and be unapologetically strong in approaching their goals.

Entrepreneurial Tip #1: Don’t be defined by just one story. We are who we are because of a myriad of experiences and opinions. Each and every story can have a place in your brand.

Ok enough introduction – it’s time to get into the real meat and potatoes of today’s edition of “Unlocking Big Brand Genius”.

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First Impressions

Within 2 seconds of browsing The Middle Finger Project’s website, I know that I want Ash on my side….both in a bar and in business.

She doesn’t waste ANY time showing that she’s a bada$$ chick with a purpose…and lots of opinions. This was the first thing I admired about her brand. She’s upfront and ensures you know her opinions about entrepreneurship and that you’re going to hear about them in an innovative, brash, and colorful manner. Everything she does is framed around her tagline that you NEED to be “Unf*ckwithable” to be successful. You are in charge of your life, so create it how you want to live it.

Entrepreneurial Tip #2: Never hide your values and opinions. Be upfront about who you are and be proud of it. You will attract a better audience as a result.

Adding to Ash’s complete transparency and gift for bearing all, she has a beautifully designed intro to her past.  

After spending *so* much time on The Middle Finger Project’s website, I can only describe the writing above as “Ash’s signature style”. She covers serious topics and shares the challenges she overcame to get where she is today. Yet she does it with sass, humor, and honesty. You can’t help but have immense respect for who Ash is. And you have complete faith that if you work with Ash, she’ll take that same determined and strong-willed personality and apply it to your goals.

Next, Ash does a fabulous job on her website of establishing credibility, in a myriad of ways. She has the basics and posts where she’s been featured, although, keeping true to her sass, she calls this section “Bragging Rights”. But she goes *so* much further than just posting articles and logos of reputable companies. Take notice (which we want to copy ASAP) of the constant little popup (provided by Proof) in the left corner of the website. It easily catches your eye and tells you every time someone new subscribes to The Middle Finger Project. It instantly builds credibility in her vast network. Plus throughout the the website, Ash posts testimonials and emails from her audience. That’s what’s key here – she doesn’t just post testimonials of past clients that have purchased her product. She goes a step further by including day to day emails from her audience. These emails gush over Ash’s content and even go as far as saying that her e-mails are the only ones they consistently open and read. Talk about a HUGE compliment to the content of these emails.

Entrepreneurial Tip #3: Make credibility a priority. Get testimonials, create case studies, and brag about where you’ve been featured or where you’ve published your work. All of these add up to people trusting you’re a legit company that won’t take their money and run.

Here’s my final point for first impressions….there are just *so* many amazing tips from the homepage alone!

Simple.

       Powerful.

               Design.

The Middle Finger Project’s website is fabulously designed. It fits perfectly with her archetype (which we’ll get to next) while staying simple and to the point. Ash doesn’t need a bunch of accents, flowers, or complex patterns to get her point across. She uses her set color palette with solid backgrounds and an easy to follow layout. The simple design matches her personality perfectly – strong and bold.

Entrepreneurial Tip #4: Simple can be better! Especially when it comes to design.

Brand Personality

The Middle Finger Project boldly embraces its Maverick Brand Personality. There are some obviously signs that point towards Maverick…the dark colors, the swearing, the F-you attitude towards the norm. But, you can also find signs of Ash’s Maverick roots in less obvious places – which is a sign that she truly understands and embraces the strongest personality traits that work for her brand.

For example, all of The Middle Finger Project’s content is designed to empower and liberate its audience. It’s not just opinions or ideas about how to run your business…Ash writes to change your way of thinking about your business.

Take the email above, just a simple change in your frame of mind creates a valuable shift in how you approach your business. Ash *stimulates* you to be bold. You are the expert and your client needs you.

One really interesting content theme that you find time and time again with Maverick personalities is their ability to rant…. about what’s wrong in society, what’s not working, or what needs to change. But rants can get tiresome…a common pitfall of many Mavericks is the tendency to focus on the negative or appear superior in their righteousness. The Middle Finger Project is NOT an example of this. Ash’s e-mails every week are FULL of rants about entrepreneurship and business, but they aren’t smug or obnoxious. They’re empowering. They leave you feeling rebellious yourself. Suddenly, what’s wrong in business is so obvious and *so* easy to change. You’re on board with her purpose. This is a talent that sets Ash apart from most other Maverick’s in the marketplace. It’s impressive, to say the least.

Entrepreneurial Tip #5: Identify possible pitfalls you could encounter with your brand and find opportunities to create strengths instead.

Marketing/Social Media

Once again – social media rules the roost for this online brand’s marketing efforts. Ash does content and she does it well. And she does it often. She is a writer after all. And she kicked off her life of entrepreneurship with her blog. So it’s natural that she has a ton of killer content at her disposal for her social media efforts. BUT, don’t think this means it’s easy and she doesn’t have to dedicate time to it. In one of her posts, Ash states that she spends 3 hours *every* morning dedicated to writing.

Entrepreneurial Tip #6: Block off time on your calendar dedicated to creating content. You’ll always need it, but I’m willing to bet most of us won’t randomly decide to ignore emails and client work for an hour to write new content. Hold yourself accountable.

The Middle Finger Project is active on Twitter, Facebook, and Instagram. The content published on each of these social media platforms is consistent, relevant, and always on brand. Ash also understands how to be successful on the various platforms. For example, she posts the most on Twitter but varies these tweets from funny observations to promotions to glimpses into her day to day life…like having peas for dinner. #lifeofanentrepreneur

It was also very interesting to see her evolution on Instagram over the past year.

Here are some of Ash’s Instagram posts from September of last year:

The posts are fun and interesting. Plus they show Ash’s love of wine, which I respect 😉

But now, look at Ash’s posts from the last month:

See the difference? All the posts were professionally done, and keep to a consistent feel, but the posts from the last month have evolved. Ash is utilizing Instagram to further promote her blogs and she’s flipping between promoting a blog and posting “on brand” photos. The result is clean and draws your attention to reading the content between browsing fun images. It’s completely different from other strategies I’ve seen on Instagram and I love it. This is a great lesson to apply to your own brand! There’s never a bad time to try out a new strategy for your brand. Just take action! If it doesn’t work, you can always switch things up again. You need to constantly evolve to stay relevant in this crazy game of entrepreneurship.

Entrepreneurial Tip #7: It’s never too late to switch things up! Try out different strategies or techniques to find your sweet spot.

Ideal Clients

The Middle Finger Project paints a vivid picture of the type of audience they want to attract and assist.

While a lot of her audience probably isn’t as brash as the description above, her audience members probably fall into one of these three buckets:

1. The ones that truly do give the finger to convention, stand out as different, bold, or extreme, and don’t care what others think.
2. The ones that have that side of themselves hidden under a few other layers but want to let it loose.
3. The ones that respect and admire Ash’s bold and courageous personality and want permission to live more boldly themselves.

Each person that falls into one of these buckets is an ideal client for Ash. She truly wants to inspire and empower each and every individual that wants to take charge and create her own path in life. And these types of people show up in ALL avenues of life….

          …the stay at home mom who wants to do something for herself.

          …the individual working a corporate job who’s dipping her toes in entrepreneurship.

          …the overachiever working 80+ hour weeks who needs a change.

What’s consistent is the desire to be in charge of your own fate. To be brave and to take life head on.

Entrepreneurial Tip #8: Identify your ideal client by painting a picture…who are they right now, what are their pains in life, what do they need help with, what does their utopia look like, what do they need from you. Answer these questions and your ideal client profile takes place. Figure out the mindset that UNITES your ideal clients, instead of focusing on the demographics that may seem wildly segmented.

Recommendations

Once again, it’s time for me to pass on my *humble* recommendations and (hopefully) thought provoking suggestions to this rockstar brand.

My first idea was a stroke of genius (if I may so myself). The Middle Finger Project empowers individuals to become the most “unf*ckwithable” version of themselves, so why not give examples of past clients doing just that?

It would be so interesting to see other bada$$ individuals that are living Ash’s principles out loud and the lives they are living as a result. What businesses are being created? What personality traits are these people letting loose on the world? Ash is absolutely an inspiration to anyone that follows her, *but* it can also be a bit intimidating to believe you can follow in her footsteps. As empowered as you are by her story, you also start to wonder how to even BEGIN to follow such a brave and extreme path. Which is why it’d be fun to see how others are approaching their lives in a the same courageous manner. Remember the buckets I talked about earlier? Some of Ash’s audience may already be outspoken rockstars but others are in awe of this new possibility of being in charge of their life. The extra stories could help give them the nudge of encouragement they need to take action.

Entrepreneurial Tip #9: Use a variety of methods to help all “buckets” of your audience to relate and commit to your brand.

Plus, The Middle Finger Project could branch out from this idea and also take inspirations from powerful, provocative women in history. It’d be a very interesting twist to take historic actions or accomplishments made in the past and apply them to modern day business practices or recommendations. Ash could find bold or “Maverick” inspired quotes and tie them into a blog’s theme or purpose. For example, she could take Laurel Thatcher Ulrich’s quote, “Well behaved women seldom make history” and tie it into how to stand out in business…oh the possibilities are endless!

Another possibility for something different for The Middle Finger Project (and I fully recognize that this may be a selfish recommendation) is for Ash to do more public speaking…or even videos online. With how quick witted and inspiring her writing is, I would be one of the first in line to listen to her speak in public. I can only imagine how many bold, empowered individuals would be born after an hour listening to Ash speak about life, creating your own freedom, and drinking vodka (kidding 😉 ) While I know writing is her staple, it’d be an interesting twist to see her live on Facebook or listen to her on a podcast. There’s a different level of connection an audience gets by seeing someone in a video or hearing their voice as opposed to reading.  

Entrepreneurial Tip #10: Try out different mediums of delivering your message. Even if it’s outside your “norm”. Pushing boundaries usually creates fabulous results.

Ash Ambirge is a rebel with a cause. She built her brand, The Middle Finger Project, with $26 in her pocket and a passion to create her own destiny. She doesn’t use the same cookie cutter approach that works for most entrepreneurs in the market. She doesn’t follow a standard number of words in her blog posts. She doesn’t follow a “how to” structure on her headlines that follow a standard length. She doesn’t use flowers and gold accessories in her stock photos. She doesn’t hide from the rough points in her life. She doesn’t smile pretty for all of her branded photoshoots. She doesn’t follow the rules. This works for her because it’s genuine. She follows her values. She’s real. She speaks her mind and shares her opinions. Most importantly, she passes that power and passion on to her audience. Her passion is to help others create the same freedom she has discovered in life. To empower others to take the bull by the horns and be courageous enough to build the lives they want to live.

Cheers to Audacious Dreams

The post Unlocking Big Brand Genius: The Middle Finger Project appeared first on Kaye Putnam | Psychology Driven Brand Strategist.

Hint: They are a media company first and a commerce company second.

Hint: They *rock* their social media platforms with news, fashion advice, DIY videos, and fun quotes, memes & pictures.

Hint: Here’s something they’ve recently published.

Any guesses?

If you guessed Brit + Co, you are correct!  #airfive 

Brit Morin founded Brit + Co 6 years ago. Let that sink in… When discussing big brands, we tend to focus on companies that have been around 20….50….even 100 years.  Yet, I’m willing to bet that most of my female audience recognizes the brand Brit + Co. You may be thinking…how do I get success like that?!  Well, once again, there are some *amazing* tactics and lessons this big brand has utilized that you can apply to your brand. And to my male readership out there, every lesson I pull from Brit + Co can be applied to *all* entrepreneurs looking to optimize their brands.

Entrepreneurial Tip #1: Shift your mindset! Being recognizable isn’t reserved for brands that have been around 100+ years. Have big dreams.

So without further ado….

It’s time for this month’s edition of Unlocking Big Brand Genius.

First Glance

First impression from visiting Brit + Co’s website is…..

Hold on…I have 5 more articles I haven’t finished reading yet… ????

Only half kidding. While writing this blog, I was easily side tracked by articles like…

The Ultimate London Travel Guide for Every Personality Type: Counting down the days ‘til my next trip!

Or…

12 Late-Summer Fruit Desserts to Sweeten the End of the Season: Because….sugar 😉

Which is *exactly* what a media site wants, and what Brit + Co does so well. The homepage is designed to catch your attention with its most popular articles. Then it’s designed to hold your attention and keep you on the site as long as possible.

Immediately finishing one article, you have countless options for the next. Take the above for example. You have a link to visit (assuming) one of Brit + Co’s partners: Visit Britain. You are asked to interact with Brit + Co through Twitter. You see a call to action of subscribing to their email list with an eye catching picture to ensure you don’t miss it! And, in the top right corner, you have the option to proceed to the next article. But, never fear, if you don’t click, the next article magically loads anyways at the end of the page. They also recommend more articles that may interest you based on what you’ve looked at.

Overwhelming? Well, you need this overwhelm on your website as well!

Entrepreneurial Tip #2: Create a website that your audience *wants* to spend time on. Have relevant content. Give clear call to action options. Make it easy to stay engaged when your readers reach the end of a page on your site.

Now, onto website design…it’s absolutely gorgeous. Their color choices are bright and fun and very inviting for anyone new to the site. The fonts are complementary, but not overbearing. One thing that’s very popular right now is three fonts. One of those fonts being an accent or script font. While Brit + Co has an italic font they sometimes use in headlines, their few font choices are subdued. This works *so* well for them. Especially in combination with their bright and powerful color choices.

Entrepreneurial Tip #3: Never make design decisions based on what’s popular or trending now.  Trends come and go, but design decisions that emulate your personality are timeless.

Brand Personality:

Brit + Co’s primary archetype is most likely obvious to anyone familiar with the brand. They are a Creator Brand Archetype. They use mixed patterns and shapes and have DIY videos. They share inspirational stories of designers, artists, dancers, and fashion icons. But what’s even more interesting is how many little details incorporated into their site fit in with Creator traits. These details have nothing to do with the DIY articles or bright colors. Instead, they have everything to do with words, values, and content.

Entrepreneurial Tip #4: Don’t underestimate the power of details. Think about your icons, words, stories, names, etc. and make sure they’re all on brand. All the little details are what push your unified message to pro status.

Take a look at Brit + Co’s founder: Brit Morin. She introduces herself on the “About” page with a beautifully written low to high origin story. It’s a wonderful mix of Creator Archetype stories. First, going off direction to do your own thing. Second, combining what we’ve been given to create something greater. Brit had a life that many people dream of. She previously worked at *both* Apple and Google and was thriving in the corporate world. But while her corporate life was a success…she explains that she was spending too much time in front of a screen shopping online and getting on demand takeout. So while a lot of professionals would be drooling over this life, she went against the norm to do something that would make her happy. This is when she realized that her childhood memories of creating were still a passion she wanted to keep alive. She combined her love of DIY and creating with her obvious knack for business and went to work building Brit + Co.

Entrepreneurial Tip #5: There’s power in stories. It doesn’t matter how large your business gets or how many people work for you. Keep your brand personal with stories to ensure emotional, real connections with your audience.

Now, take a look at their mission and values. Once again, beautifully written to show the true brand personality of Brit + Co.

“Brit + Co ignites the creative spark in women.”

The words they choose…

Curiosity. Authenticity. Spark. Ignite.

This is language that Creators everywhere should be incorporating into their content. It emulates passion. Passion for your craft and for helping others find that same intensity in their own lives.

Brit + Co’s secondary archetype emulates most through their media company roots. Their second archetype is the Entertainer Brand Personality. They want their audience to “enjoy the moment” and find the fun in life. Working a corporate 9-5 job? Then look good doing it with their style tips. Or are you hosting a party with friends? Then spice it up with a theme and DIY decorations. They use Entertainer content types like funny memes, videos, and celebrity news. They help their audience forget about the crazy world or stressful job for a minute and indulge in some fun. What’s interesting is that Brit + Co also differentiates themselves with their content. They share empowering articles about strong women and how they are challenging sexist norms and biased policies. They cater their news articles to what matters to their audience. So while it may not fit into the shiny Entertainer Archetype package, it’s true to who they are at their core.

Entrepreneurial Tip #6: Your brand personality is your own unique mix. Use archetypes as your guiding principles, but above all, be true to your values and your ideal audience will take shape.

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Marketing/Social Media

Brit + Co is another prime example of marketing through consistent activity on social media. (Did you see my Unlocking Big Brand Genius on LaCroix Sparkling Water?) Brit + Co has an active presence on Facebook, Twitter, Pinterest, Instagram, YouTube, and Google+. I’m not sure which I admire more…the number of sites they’re active on or the volume of content published on each platform. But, remember, as a solo entrepreneur, or even a small team, don’t pressure yourself to do it all. Pick the platforms that best accentuate your personality and message. Dedicate your time and energy – and or that of your team – to making those social media platforms shine!

Entrepreneurial Tip #7: Be active on the amount of social media platforms you can handle.  If you have a large team dedicated to content and promotion, you can handle being active on more sites. Just don’t feel pressured to do it all if you can’t dedicate the appropriate amount of time to each platform.

Back to Brit + Co and *their* social media platforms. There is a very specific and crucial tactic I found that entrepreneurs should take note of.

They’ve done a great job of staying “on brand” with their social media platforms while also creating variance between sites. If you follow multiple platforms, you aren’t bombarded with the same post 5 different times. These subtle differences create a cohesive and unique experience. While they may be highlighting a new series on one social media platform, they still have a funny meme highlighted somewhere else. Here’s picture evidence of what I’m explaining:

Here, Brit + Co is highlighting their 5 part series on powerful and creative immigrant women on Twitter. Yet, they keep their Instagram platform light and on brand with bright colors and fun imagery. They know that specific content does better on different social media platforms. They utilize this to curate their best resources on the right platforms.

Entrepreneurial Tip #8: Keep your content “on brand”, but also keep it varied. You want your audience to recognize your brand, but also stay engaged with what you publish. While you want to keep the same fonts, colors and image style, you don’t want to use the exact same design every time.

Next, we can’t talk about social media platforms without talking about consistency. Since Brit + Co is a media company, we can expect a *ton* of content on a consistent basis. You may be thinking…must be nice…all those writers on hand to write up newsworthy and valuable articles. But, it doesn’t stop there. Having content doesn’t automatically mean you have readership and a loyal website following. Brit + Co consistently pushes these articles onto their social media platforms. This demonstrates the high value Brit + Co places on social media as a marketing tool. Part of it stems from their ideal clients, but they also understand one key fact. Social media isn’t going anywhere. It will continue to evolve and you need to as well to hold your place in the market.

Entrepreneurial Tip #9: Publishing content to your website isn’t enough. Your social media platforms need to drive traffic to your content. Then, your audience must be able to share that content with their peer groups.

Ideal Clients:

Brit + Co has a genius approach to their ideal client base.  It’s the first thing they mention on their “About” page. Because, it’s really not about them, it’s about you! They brilliantly label their ideal clients “Brit girls”. And the description is perfect. After you read it, you (if you’re female – sorry guys) immediately know this is your group of people.

Career driven? Yes.

          Loyal? Of course!

                    Stylish? Obviously.

                              Entertaining? I like to think so 😉

They cover all avenues of today’s modern woman – whether we’re outgoing or shy, crazy or creative, shopaholics or DIYers. We all have a creative side that Brit + Co will inspire to come forth!

Entrepreneurial Tip #10: Paint a complementary picture of your ideal client. You’ll create immediate desire as your audience realizes you are describing who they are or who they want to be.

Recommendations:

My completely unbiased, professional opinion…is that Brit + Co is acing their branding. Admittedly, for the sake of this analysis, I spent a lot of time scouring Brit + Co’s website, content, and social media platforms looking for mistakes. I did find there was a link to register for a conference that was over. And I mmmayybeee saw one or two social media posts that had a color scheme I *could* argue doesn’t fit into their brand. But, let’s be honest…what insignificant details to point out in relation to the thousands of posts they publish that are 110% on brand. I’ve concluded that Brit + Co gets an A+++ on branding. They have built an admirable brand personality and are running with content and tactics that fully embrace the values and emotions of that personality.

So, as a fun twist on my brand analysis, I’m flipping the script on recommendations. Because, while Brit + Co has perfected their content, design, and branding, there are still various tactics that I would *not* recommend for you. If you want to stay sane…and breathe fresh air…and see the light of day. 😉 While we may have a team of *amazing* individuals that help our brand…we probably do not have 100’s of employees researching, writing, and designing on our behalf. #futuregoals

Don’t try to be a fit for everyone.

Brit + Co has an *amazing* following. They attract creative women, and they prove that all women are creative. This works *so* well for them. They empower women dominating the corporate world, and they give advice to mom’s to be. They indulge our ever present sweet tooth and give us an escape from the mundane with celebrity news. They truly have something for everyone on their website. They dominate this strategy, but I would not recommend it for 98% of other brands. Have a niche. Have a specific subset of a demographic that you target. If you try to attract everyone, you usually end up not attracting anyone. Once you dominate your niche, then, and only then, try out a product or service that targets a new group.

Don’t do #allthethings

Part of the reason I got so distracted EVERY time I went to Brit + Co’s website is because they cover *everything*. Really. They write about every topic I could ever have the slightest interest in.

In addition to the categories above, you can also read about Travel, Money, Lifestyle, Celebrity Style, Diversity, and *so* much more. Once again, this works for them! They’re a media site first. They need to cover everything so they take that responsibility on like pros they are. Buutttttt, it would be too much for most other brands to handle. First of all, because of resources. Also, because you most likely aren’t passionate about #allthethings. Your unique blend of archetypes narrows down what you are passionate about. So focus on covering those topics with all your focus and you’ll shine.

Brit Morin and her team have built quite the empire for creative women. It’s inspiring, especially as an entrepreneur, to see what’s possible with big dreams, motivation, and a killer brand. Brit and her first employee (now Chief Creative Officer), Anjelika Temple started recording DIY videos out of their houses. This is the quintessential success story of online entrepreneurship. Brit created a business around what she was passionate about and a creative media company was born. She identified her ideal clients were women like herself and the “Brit girl” took shape. She believed every woman has a creative side, and now Brit + Co attracts women from all walks of life

Cheers to Audacious Dreams

The post Unlocking Big Brand Genius: Brit + Co appeared first on Kaye Putnam | Psychology Driven Brand Strategist.

Time to dig in. (LaCroix in hand for extra inspiration.)

First Glance

Spending some time on LaCroix’s website was intriguing and eye opening for many reasons.  They definitely don’t follow a big brand corporate guideline about website design. They don’t have the normal “about the company” page that explains who they are and where they came from. I know this because that’s what I was looking for to start my analysis. Fortunately, you can still identify what values are most important to their brand. They highlight their simple, innocent product from the start along with the community they’re building.

Entrepreneurial Tip #2: Your values should *shine* through in everything you produce for your brand.

First thing on LaCroix’s homepage is an introduction to their newest water flavor. With a *not so subtle* nod to their simple, natural ingredients.

Following their Tanger-een flavor announcement, LaCroix invites you to share how you #LiveLaCroix. It’s the perfect introduction to their community. It immediately makes you curious about the lives of people who drink LaCroix water.

Brand Personality

LaCroix water 110% emulates the Innocent Brand Archetype. Yet, it’s very refreshing (pun intended) to see such bright design work coupled with the Innocent Archetype. LaCroix reminds their audience not to over complicate life. The same way they don’t over complicate their ingredients. Find joy in the simple, and have *fun*.  Do what makes you happy in life, and drink a LaCroix while you do it.

More evidence of the Innocent Archetype comes from their message of pure and natural ingredients. They are very transparent about their product as you can see on their webpage dedicated to nutritional information. They overcome any objections about their drink in a clear and concise manner. This ensures their audience has faith in their product. It’s a genius approach since their answers also happen to fit *perfectly* with today’s healthy living movement. Their audience wants to go back to wholesome, natural ingredients. They no longer want a laundry list of ingredients they can’t pronounce in their food and beverages. They want GMO-free, vegan, and gluten free options without sacrificing taste. So LaCroix is here to offer a pure and natural alternative.

Entrepreneurial Tip #3: Find a creative and fun way to overcome objections about your product or service.

As for a secondary archetype, LaCroix’s focus on building a community along with it’s origin story point towards Girl/Guy Next Door. LaCroix recognized a need for a more “approachable” water brand. With competition like Perrier, there was a gap in the market surrounding an “all occasion” bubbly water. From the start, LaCroix has positioned themselves as a bubbly water for everyone. This has created a community that didn’t previously exist. Midwestern moms, New York trendsetters, paleo nutritionists, and a movement of people cutting soda out of their diets now have a way to connect: their love of LaCroix. Spend some time on their social media accounts. You’ll see the true passion their audience has for their product. It’s astounding. And it’s from their branding.

Entrepreneurial Tip #4: Don’t copy the competition! Set yourself apart in a unique way and you’ll find more success.

(Pin for later!)

Marketing/Social Media

If you are familiar with the LaCroix brand, you may have noticed a lack of traditional advertising. They don’t have commercials on primetime networks nor do they spend much money on advertising in popular magazines. And I doubt you’d *ever* hear them on a radio ad. These are all *very* strategic decisions LaCroix has taken to nurture their ideal audience. This tactic has worked by attracting their target audience of young and influential adults. This audience tends to be desensitized towards traditional advertising methods. They grew up exposed to hundreds of ads a day. Because of this, they tend to be skeptical of being pulled into a brand through commercials and billboards. LaCroix decided early on they wanted to attract this specific generation of young adults. So, they eliminated most traditional marketing tactics. Instead they dedicated their efforts towards visual social media platforms.

Entrepreneurial Tip #5: Don’t spend money on traditional advertising just because you *think* you should. Identify your ideal client and strategize how you can get *them* to notice you.

One thing we can all agree on – millennials *love* their social media. LaCroix recognized this shift and changed their marketing tactics accordingly. LaCroix has an *extremely* active presence on Instagram, Facebook, Pinterest and Twitter. They invite their audience to post how they #livelacroix each and every day. LaCroix has built a strong, loyal following through the use of this hashtag. It has capitalized on their ideal market’s desire to share their lives on social media. We see LaCroix at the beach, at music concerts, at the playground. We see fridges 80% stocked full of various LaCroix flavors and fun summer drinks mixed with LaCroix. LaCroix Mojito? Yes, please!

LaCroix has created an interactive community where their ideal clients thrive, and they’ve worked hard to get there. They post on Facebook, Instagram, and Twitter 2-3 times per day.  On Twitter, they even go one step further by retweeting messages about LaCroix from their fans.

Entrepreneurial Tip #6: Consistency is key. LaCroix is the proof. They post multiple times a day *every day* and stay top of mind with their community.

LaCroix reminds its audience daily why it’s fun and engaging to follow their brand. They keep all posts on brand by using bright, colorful imagery, emulating happiness, and finding joy every day. Even their audience’s posts on their website stay on brand with people living a life to strive for (which I’m sure is by design!).

Ideal Clients

Speaking of community, LaCroix has it’s ideal client niche down to a science. You can see their ideal client profile emerge from their social media platforms and branding tactics. LaCroix has targeted social media savvy millennials that love to share their lives. Millennials take pride in finding the next best thing by more “grassroots” methods. LaCroix found a way to grow their popularity using this fact. As I said before, it was essential that they avoid traditional marketing methods. A few influential social media users started sharing their love of a *new* sparkling beverage. Their ideal clients ran with it. They wanted to be the first to share this discovery with their friends. And don’t forget, these are users that *know* how to make their posts look good!  So with a little money, and a lot of effort, LaCroix built a community around their ideal clients and it exploded.

Entrepreneurial Tip #7: Find fun ways engage *your* ideal client. Allow your audience to help you grow!

Another branch of their target audience focuses on health conscious individuals. Health issues are on the rise, and people are educating themselves more and more on how to stay healthy. The result? Cutting out sugars, sodas, and artificial flavors is immensely popular. New diets (#paleo, #Whole30) are popping up everywhere that cut out the ingredients mentioned above. LaCroix noticed this trend and discovered a huge opportunity of a new target audience. LaCroix water is *exactly* what people need who are cutting out sugar or trying out these new diets.

Entrepreneurial Tip #8: Once you are successful with one target audience, it’s smart to expand who you target with segmented partnerships, marketing tactics, or new product lines. Partner with related brands to expand your reach.

Recommendations:

Obviously, from the content above, you can see that I’m a *huge* fan of the LaCroix brand. They have use unconventional methods to take over a huge portion of the sparkling water market share. They are an ambitious example of social media platform techniques. Plus, I love their product. I can’t get it in Italy so I ordered it from Amazon to curb my cravings. (True story!)

That being said, brands should always be changing and improving! Brands and their audiences are ever-evolving. Businesses must constantly adapt to keep their profits up. Here are some humble recommendations I’d give to the powerful brains over at LaCroix.

Update and highlight the “About LaCroix” webpage.

The history of LaCroix page isn’t easily accessible on their website, but I was able to find it through Google search.

LaCroix has a rich history and a very Innocent Brand Archetype origin story. Their original branding was simple and very similar to their competition. It wasn’t true to their identity or their target audience so they rebranded. The revamped their brand to a more emotionally driven message and a vision that was true to their target audience. It hasn’t *just* brought them amazing success. It has also created a fun-loving, spirited community of people from all walks of life. They should be sharing this story with their audience to show their appreciation of the journey LaCroix has been on.

Entrepreneurial Tip #9: Share stories that are on brand for your brand archetype. It further nurtures the emotional connection with your ideal clients.

Expand on the theme of transparency.

LaCroix has full transparency on ingredients and nutritional information of their product. They should expand on this transparency to other aspects of their brand. LaCroix water is a subsidiary of National Beverage Corp, so that does add a layer of complexity. But, adding more company information would still be a very strategic move to stay on brand with their Innocent and Girl/Guy Next Door archetypes. They should review their company mission, vision, and worldview. Expressing these viewpoints on their website is an unexplored avenue of connecting emotionally with their ideal clients.

Another fun addition would be adding transparency to some higher positions within the company. This brand thrives on simplicity and joy.  Why not have executives talk about their favorite weekend activities? What they do to unwind after a stressful day?  Or, how fun would it be if they told a lighthearted story about the first LaCroix they ever drank? Or what’s their favorite flavor? If not the executive team, then highlight employees that aren’t normally in the spotlight. The possibilities are endless!

One last idea to expand on transparency for LaCroix would be to bring their sponsorship and donation efforts front and center on their website. In their contact form, there’s a section for these types of requests. In their events video, you can see some examples of LaCroix sponsoring some very on brand events. But it’s hard to find anything else about what they actually provide. A very popular theme when categorizing millennials is their strong desire to give back and have an affect on bettering the world. LaCroix should have an area on their website dedicated to highlighting donations and sponsorships. This would be a great opportunity to connect with their ideal clients. Plus, it would provide value to the causes they’re supporting! It would give these organizations extra visibility to a *huge* untapped audience. #winwinwin

Entrepreneurial Tip #10: While your website should complement social media, it is also your best tool for developing a deeper and more meaningful emotional relationship with your audience. Share stories and get personal.

There is no doubt that LaCroix sparkling water is a brand to watch. They are immensely successful and are the A+ student of social media platforms. As long as they keep true to their ideal audience and continue to adapt their marketing efforts, I have no doubt this brand will continue to win the hearts of new followers everywhere. Especially as they expand to additional countries. And what an inspiration to startups and personal brands everywhere!  It takes hard work and perfecting your target audience above all else.  Once you know your brand personality and who your ideal client is, ALL other decisions fall into place. That’s the biggest take away that anyone reading this review should remember. All decisions about your brand should help you better connect with your ideal client and stay true to what your brand stands for.

The post Unlocking Big Brand Genius: LaCroix Sparkling Water appeared first on Kaye Putnam | Psychology Driven Brand Strategist.