brand identity

Branding At Its Finest—Cult Brand: Amazon

When Jeff Bezos founded Amazon in 1994, it was just an online bookstore. Fast forward 24 years and several billion dollars in revenue, Amazon is now the world’s largest online sales company and has made Jeff Bezos the richest man in the world with an estimated net worth of more than $112 billion. Of course, Bezos soon expanded the products Amazon offered to include music, videos, and a variety of consumer goods. Since then, Amazon has developed numerous original products and offerings such as Amazon Prime, Alexa, Kindles, Echo and Fire TV, to name a few. Early critics said Bezos was crazy to quit his job and take a risk on that still new internet thing, but Bezos saw an opportunity to create something that couldn’t exist in the real world, a diverse marketplace that offers literally millions of items.

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Aside from the fact that people live for the convenience of front-door delivery, Amazon has solidified its top spot in the retail industry by forging relationships with their customers. From the beginning, the site allowed customers to leave both positive and negative reviews on books and products, something that many people criticized, but Bezos defended by saying they were helping consumers make more educated purchasing decisions and thus building a sense of trust. Brand value has always been a core part of the business plan and has earned Amazon a loyal customer base--one that makes up 43 percent of all online sales per year.

Amazon doesn’t waste time worrying about its competitors, it spends time coming up with ways to serve customers better; e.g., Amazon Prime, a paid subscription service for two-day free shipping, because Bezos knew how much online shoppers enjoy free shipping. Again, critics resounded arguing it was impossible to remain profitable while offering a perk like this, but yet again, Bezos proved short-term sacrifices can pay off. Amazon Prime customers spend an average of $1,300 in a year, nearly twice that of non-members; and more than 100 million people globally are Prime members.

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Years of dedication to customer service and consistently putting them first is what made Amazon stand out among a sea of retailers. Why take the time to go to Barnes & Noble or Walgreens or the grocery store when you can just order what you need online, know it will be on your doorstep the next day, and rely on fellow customer feedback for honest opinions? Bezos himself has stated that building a trusted brand was more important than worrying about potential copycats.

"There's nothing about our model that can't be copied over time. But you know, McDonald's got copied. And it still built a huge, multibillion-dollar company. A lot of it comes down to the brand name. Brand names are more important online than they are in the physical world."

In most every way, Jeff Bezos exemplifies the phrase “stay in your own lane.” Don’t worry about what your competitors are up to, worry about yourself. Customer care is something at the top of our priority list at EMB, and it’s amazing to see how hard work and a brilliant branding strategy can pay off.









Branding At Its Finest—Cult Brand: REI

November is upon us and Thanksgiving is right around the corner, which also means Black Friday is fast approaching. Over the last couple of decades, Black Friday has traditionally become the busiest shopping day in the U.S.--last year, shoppers reportedly spent a combined $1 million per minute between online and in-store purchases. Most stores have already been gearing up for the big day and have employees braced for the long shifts and chaotic crowds, however, one well-known retailer does just the opposite: they close their stores.

Recreational Equipment, Inc., better known as REI, actually shuts down all 154 of their stores, halts online orders and pays their employees to instead, #OptOutside. The initiative began in 2015 as a way to urge both customers and employees to spend the day outside enjoying nature with loved ones as opposed to joining the masses on the hunt for sales. REI was the first major retailer to do this, and although many companies gawked at their seeming stupidity, customers praised them. Even without Black Friday sales, REI continues to be a thriving outdoor and sporting goods retailer with a customer base now more loyal than ever.

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REI began in 1955 as a small co-operative in Seattle selling equipment geared toward serious climbers and mountaineers. In fact, REI’s first ever full-time employee and later CEO was Jim Whittaker, the first American to ever summit Mount Everest. The company continued to market to only these serious athletes until the 1980’s when they shifted toward a more family-friendly offering and began supplies for camping, cycling, kayaking, and other less extreme outdoor sports. However, at its core, REI has always remained true to its customer: the outdoorsman. REI’s products are meant to be enjoyed and put to use outdoors, so they invited everyone to join them in doing so and #OptOutside. The campaign earned 6.7 billion media impressions and 1.2 billion social impressions. Social media mentions rose 7,000 percent in only 24 hours. Instantly, everyone was talking about REI, and now more enthused to support them than ever.

REI fosters a feeling of community among both their customers and employees that is inclusive to everyone. Their entire brand identity revolves around the phrase “an outdoor life is a life well lived.” It doesn’t matter your social status, gender, religion, age, political beliefs; if you’re an outdoor enthusiast, then you belong. REI doesn’t just symbolize a retailer, it’s an experience. And more and more, studies are showing that people would rather pay for experiences over material items. REI encourages all of its customers to tag them on Instagram when sharing memories from their adventures. The company listened to their customers and recognized most of them would rather spend time outside than shopping, and thus the #OptOutside campaign was born. Unlike their competitors, REI has built personal relationships with consumers by demonstrating they care about their well being. Customers know they can trust REI and its employees for advice on not only which walking sticks to buy, but also which hiking trail to take. Additionally, their site offers a section on expert advice with hundreds of articles ranging from how to hike with your dog to treating blisters.

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For the fourth consecutive year, REI will yet again #OptOutside this Black Friday, now joined by hundreds of other retailers who followed the trend. Each year, REI sees an uptick in the number of members who join after Black Friday, now encouraged to join after witnessing firsthand the company’s generosity toward its employees and legitimate understanding of its customers. At the end of the day, if there’s one thing REI has an expert grasp on, it’s customer care. Their marketing strategy is something that inspires our team at EMB, and it is most definitely something we strive to emulate.





Branding At Its Finest—Cult Brand: Southwest Airlines

When Southwest Airlines was founded in Dallas in 1967, it began as a small airline operating only within the state of Texas. As of March 2018, the airline employs more than 57,000 people, oversees more than 4,000 departures a day during peak travel season and operates in 99 destinations across North America and the Caribbean. So how did the once tiny budget airline grow into the cult brand it is today? It’s simple, fostering a great company culture.

When Southwest Airlines first comes to mind, you’ll likely think of the iconic blue, yellow and red planes and catchy, satiric slogans such as “You're Now Free To Move About The Country” or “Without a heart, it’s just a machine.” But where Southwest really sets itself apart is in how they treat both their customers and employees. In fact, in 2016, CEO Gary Kelly revealed that the company has never laid off a single employee. That kind of security is the reason you’ll always be greeted by smiling faces every day because the flight crews actually enjoy coming to work.

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Although the lack of seating assignments and premium cabins may be a dealbreaker for some frequent flyers, the airline does offer perks such as two free checked bags and no fees for flight changes/cancellations to any and all customers. This is compared to an airline like American which offers only one free checked bag to AAdvantage members and up to a $200 cancellation fee. They may not provide you a complimentary meal or personal TV, but a flight attendant in a good mood might give out a free drink coupon or two on a delayed flight or even waive a substantial difference in fare when changing flights.

Now, the flexibility the airline allows, of course, does not come without its own set of challenges. No seating assignments mean a frenzy at the gate when boarding begins to have the first pick of seats that many have compared to a cattle call. Southwest flights also do not pop up on popular travel search engines such as TriVaGo or Google Flights, which bothers some people who like to shop around for flights. In side-by-side comparisons, Southwest may not always be the lowest fare, but it makes up for the extra cost by superior customer service and the other perks listed above.

At the end of the day, the airline delivers on expectations. Their current motto is “Low Fares. Nothing to Hide.” They believe in a culture of transparency both among their employees and to their customers, and this is one of the many reasons they have been able to retain 45 consecutive years of profitability, something no other major airline is able to boast. Through some of the business practices we’ve discussed above, Southwest has been able to build an army of loyal customers that will ensure they remain at the top of their game for many years to come. At Enrich My Brand, we are always looking to creative and unique strategies like this to inspire us for both our own business practice and our clients’. Check out our corporate site to learn more about our services.

 

Branding at Its Finest—Cult Brand: Lululemon

We have already taken a look at Yeti Coolers and La Croix Sparkling Water, so for the third installment of our cult brand case study series I wanted to dive into the retail world and talk about Lululemon Athletica. The luxury Canadian lifestyle brand opened its doors in 2000, but has had a meteoric rise in establishing themselves as a premier athletic apparel retailer and generating nearly $2 billion in revenue.

Go to any gym or spin class across America, and you will undoubtedly see multiple pairs of the company’s iconic yoga leggings, which retail at $98; quite the steep price tag for something you buy with the intention to sweat in. Nike, one of the company’s key competitors, offers a variety of comparable leggings that retail between a more modest $50-$70. But through a unique guerrilla marketing strategy, Lululemon has been able to compete with the likes of industry giants like Under Armour and Athleta.

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While the brand has undoubtedly received its share of criticism for these prices, people continue to religiously purchase their apparel because they want to be a part of the Lululemon community of like-minded individuals looking to lead healthier, longer lives. Or as the company’s PR director calls them, “Luluheads”—a group so sought after that patrons are willing to fork over hundreds of dollars just to be a part of it.

The brand promotes a distinctly fit, organized and active lifestyle—something they encourage from the moment you walk into the store all the way through the sale. Their eco-friendly reusable bags are all printed with inspiring phrases such as, “Do one thing a day that scares you.” or “This is not your practice life. This is all there is.” Customers aren’t just buying a pair of leggings for $98; they’re buying a new lifestyle.

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Thanks to the cult-like following of Luluheads, the brand has largely been able to rely purely on word-of-mouth advertising. People see their friends wearing new Lululemon workout clothes and hitting the gym more, and suddenly they're encouraged to buy some new gear and join in. On weekends, the stores even offer free fitness classes, further cementing a customer’s “membership.” And how have they been able to achieve this cost-effective form of marketing? Brand Imaging.

According to the Harvard Business Review, 64 percent of consumers cite shared values as the primary reason they have a relationship with a brand. This phenomenon is why the use of social media and content creation is so important—it lets the customers know who you are and gives you the opportunity to establish a connection with them, even if it's just through a touchscreen. Lululemon posts on Instagram on a regular basis, and not just product pitches either, but motivational images encouraging followers to be more active, while also inviting them to share their story by tagging them or using a unique hashtag.

Customer care goes hand-in-hand with brand imaging; consumers want to know what kind of experience they’ll be getting before they even enter your store or office. If you’re struggling with establishing brand identity in your marketplace, visit enrichmybrand.com today to learn what we can do to help change that.

 

 

Branding at Its Finest—Cult Brand: La Croix

In the first case study in our ongoing cult brand series, we took a look at how YETI Coolers generated more than $500 million in revenue in just three years. In the second installment of this series, we will be examining another company with a robust marketing strategy, La Croix Sparkling Water.

La Croix is an American sparkling water company, but the beverage has quickly made itself a name that is known in both homes and offices across the country, even surpassing its chief competitor--Perrier--in sales over the past two years. Although the company has been around since 1981, it has been only recently that the brand has risen to such notoriety, chiefly through their impressive digital campaigns. The company saw net sales grow from $646 million in 2015 to $827 million in 2017, as well as a profit increase from $49.3 million to $107 million over that same period.

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So how did La Croix do it? Doesn’t everyone market on social media these days? Perhaps, but not every company passionately engages with its followers. On a daily basis, the La Croix account actively comments, likes and interacts with any user that tags them, as well as features followers who use their branded hashtags such as #LaCroixlove and #LiveLaCroix in posts. This practice not only gives the account a more authentic feel but also gives followers a sense of community. 

The company also shies from being perceived as a snobbish drink, a reputation that has befallen many of its competitors; something they have achieved by going for more bold and colorful labeling as opposed to the traditional clean and straightforward packaging employed by companies like Perrier and Dasani. Additionally, La Croix has gained much popularity with the public by branding itself as the healthier alternative to sugary sodas. With more than 20 flavors, the drink has become a lower-calorie option for those craving a pick-me-up throughout their day, or even using it as a cocktail mixer.

While some people speculate how long La Croix can continue its meteoric rise to the top of the sparkling beverage industry, continuing to engage with La Croix followers will secure the brand loyalty they need to stay afloat. Engagement is something that we at Enrich My Brand strive to accomplish every day on our social media platforms, so we know a thing or two about staying active. You can check out our Instagram feed to learn how we remain relevant and visit our site to learn more about what we can do to help grow your company.

 

 

 

 

 

Branding at Its Finest—Cult Brand: YETI Coolers

Cult Brand: A product or service that has an energetic and loyal customer base. A cult brand, unlike others, has customers who can be described as near-fanatical, true believers in the brand and may feel a sense of ownership or vested interest in the brand's popularity and success.

A recent study by American Express found that millennials, more so than any other age group, are the most brand loyal with 62 percent of millennials saying they tend to only ever buy one preferred brand compared to just 54 percent of the overall population. Given this statistic, a whole new challenge is presented to businesses in trying to personalize their identity to create that desired “cult following.”

For example, YETI, the high-end cooler company out of Austin, has grown at a staggering pace since its inception in 2006. Over the last three years, the company has grown more than 700 percent and generated nearly $500 million in sales with more than 6,000 retailers selling their products across the country. But what is it that made this company a gold mine? People have been selling coolers for decades, so what makes people willing to pay upwards of $250 for a cooler? Sure, Yeti coolers boast better construction and are durable enough to be tossed around a fishing boat, but Yeti isn’t just selling you a product, they’re selling you a lifestyle.

Built for the Wild.

Ryan and Roy Seiders, brothers and founders of the multi-million dollar business, were able to do what so many companies try and fail to do: find a niche market, people like them—outdoorsmen. Yetis are built to be able to support the weight of a grown man and be used as a casting platform on fishing boats. The Seiders themselves are fishermen and it was their frustration with the lack of sturdy coolers available that inspired them to design their own. Their mission was simple: build the cooler you’d use everyday if it existed.

Wildly Stronger, Keep Ice Longer.

Aside from hard-side coolers, the brand also sells tumblers, lowball ramblers, colster can insulators, soft-side coolers, bottle openers, wine tumblers and now, even apparel—just to highlight a few. The brand has now become synonymous with outdoor luxury, and garnered customers so loyal that the company is even able to sell a $1,300 cooler—the Tundra 350, with enough space to carry a whopping 82.4 gallons. That said, not all of their products are so outrageously priced; their basic tumblers and drink ware retail between $20-30.

The brothers know they have to continue to grow their product line in order to stay relevant, starting by expanding their design team at their HQ in Austin and researching delving into the international market. But overall, the company knows it needs to stick to its core values, making the best product on the market and, of course, keeping your beer cold.

It is sticking to this mission that will keep this company at the top of its game in a market that is already facing countless copycat products. Customers admire the way Yeti has stayed true to its goal, creating the best product available; it’s what they have promised for years and continue to prove with each new line. But without this brand identity, Yeti would be just another flash-in-the-pan hype product, and that’s what makes having a strong brand identity so critical to both financial success and customer loyalty. That’s something we at EMB truly admire and strive to help our clients achieve every day.

 

 

 

 

 

 

 

 

 

 

 

Rise and Grind: Building a Digital Marketing Agency from Scratch

Rise and Grind: Building a Digital Marketing Agency from Scratch

So how do you build a digital agency from scratch? Find out what it takes in our new blog article! 

The Importance of Brand Storytelling

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In many ways, our lives are stories in which we are at once the author, protagonist, and antagonist, and each passing moment (day, month, or year) is but a chapter in the bigger narrative we get to write daily. Everyone has a story and that story is worth telling, but like with every story, whether it is good, mediocre, or bad depends on how it is told. As individuals, we all come from different walks of life and have experienced certain things that have informed our personality, character, and attitudes. These experiences make us who we are, establish our personal identity, and tell the world around us our unique story. 

The same is true for businesses and organizations. Your vision, ideas, and experiences also shape the story your brand seeks to tell your target audience. Did you start a digital marketing and consulting agency because you are passionate about helping others better tell their business's story? Did you start a nonprofit that rescues animals because you are an avid dog lover who rescued your last pet? Whatever the case, your personal frame of reference likely informed your business decision. Like in your personal life, ideally, your brand will tell an authentic story that communicates who you are, what you do, what you value, where you operate, and why--of the many stories told in the marketplace at the same time--customers in your industry should choose to care about yours

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It is interesting how much of our lives are wound up in storytelling, from business to romantic pursuits. We've all heard about the elevator pitch, which is basically you telling the most condensed version of your idea or concept to someone in a position to help make it a legitimate business or successful venture. Also, in dating, we all try to sell ourselves by telling our most compelling story to our potential mate or love interest, especially at first. It is no different with branding; you must establish an authentic brand identity that tells your most compelling brand story to your target audience using language (visual and verbal) that is clear, concise, and consistent, leaving no room for confusion.

That is where a brand book comes in. A brand book is a comprehensive document that establishes your brand identity. It includes your boilerplate (about us), vision and mission statements, slogan or tagline, logos, design elements (business card, letterhead, envelope templates), writing style/voice, social media guidelines, etc. A brand book effectively establishes your brand's identity and personality so that your brand messaging, values and culture are always authentic and consistent. This creative asset comes in both PDF and PPT formats and is one of the best investments you can make to tell your business' most compelling story and enrich your brand.

Yours truly,

Kenny, Chief Wordsmith