The content marketing train.
Businesses are hopping on board.
Most don’t check the ticket to see which direction they’re heading.
Marketers are looking to their blog as a method of sugar-coating their business offering. Unfortunately, I’m seeing a significant volume of businesses that are turning their brand into something even more bland.
The addition of a ‘look at us!’ blog is turning off more visitors than it attracts. Sometimes, we need to dig a little deeper and look at the core ingredients within our core brand offering. Listed below are 15 examples of brands that will inspire you to think a little more about the way you define and share the story of your own brand online.
The organic ingredients that have helped create a brand less ordinary:
Half a teaspoon of Do It Yourself- Why simply stack your warehouse shelves with clothing made by others? Allow your customers to create something unique for themselves. Check out Frilly for a great example of a fashion brand embracing their core proposition. “we’re not here to tell you what to wear.
we’re here to empower you to create a look that is completely yours” – 100s of variations where the Frilly customer is given the keys to the ingredients cupboard and is allowed us decide the perfect combination for themselves. Ownership. The message is simple and effective. No tides of content to wade through – just a great business idea.
A twist of unique flavouring- you think niche, you tend to think of limiting your offering to a unique market. It’s not the case. How about combining two or three offerings to really whet the appetite of your market. How tempting does a visit to Southseas’ Pie & Vinyl record cafe sound? That’s right Pie. And vinyl. I know you’re going to follow that link to see what’s on offer!
A hint of inspiration– offering something a little bit different to the norm? Share ideas and inspire your customer to think differently, just like you do and just like Awl & Sundry do as they craft your next pair of shoes. I love this concept. There are hundreds of ways you can tailor your shoes. Awl & Sundry offer some great examples to help you dress your feet a little differently.
A cup of contemplation– what’s the most powerful tool in your toolbox that will challenge your audience to think? Ask a simple question. Can you be tempted to have a meal delivered to your desk from any of your favourite London restaurants within 60 minutes… Jinnapp ask you ‘what would you wish for?’
A taster of each item on the menu– Sometimes, as consumers, we like to sample a product before we buy it. That’s fine. Especially for lifestyle products such as cosmetics and clothing. Why not grab yourself a Birchbox and see what takes your fancy?
A dash of creature comforts- some customers shop on price alone. They see a purchase as an essential rather than an extravagance. Some of us prefer a little taste of home cooking. Why not let your customers know about the lengths you go to in order to make them feel at home? Just like Singapore Airlines do.
A pinch of philanthropy- It’s not always about us is it? Sometimes we want to help others as we help ourselves. It’s human nature. That’s why AHAlife tell the story of each of brands they offer. Be inspired by the story of Indego Africa as they reinvest 100% of their profits into a good cause.
A shred of humility- Sometimes you’re not going to please everybody. You can have 2000 positive customer reviews and there’s that one chap who left you 2 stars out of 5 because the courier was running late. It still irks you 6 months on. So, give your customers a platform to share their views on their shopping experience with your brand. You’ll love the way Spirit Airlines embrace their haters.
A sprinkling of homemade sauce- Yes, we take on a tribal instinct when it comes to technology. Count the iPhones on display the next time you head out on public transport. Sometimes we want something a little more one-off. Something you won’t find anywhere else. CustomMade help you access a whole host of specialists craftsmen and invite you to share your ideas and see what their craftsmen can offer.
A smidgen of insight- What do you know about the products you use everyday? The products we take for granted are often filled with thought and ingenuity. When you rest your head on your pillow atop a Casper mattress you know the ins and outs of the platform for your good nights sleep.
A dollop of intrigue- sometimes we just like to know what we’re going to get. You click your mouse and hey presto the no-frills product you were looking for. Imagine opening the door of a local store every couple of months to be greeted with a whole new array of offerings… just like what happens the next time you set foot into New York City’s Story store.
A touch of classic flavouring- some brands like to throw their money at celebrities in hope that they’ll offer an endorsement. Others, they get around the table and collaborate to create something special. We can be inspired by the story of Trooper– the collaboration between Robinson’s Brewery and Iron Maiden frontman Bruce Dickinson. 5 million pints later.
An ounce of purpose- While so many businesses are content to offer up a templated version of their offline selves, I like to believe there’s a purpose hidden away somewhere beneath. That’s my job. Some businesses go far beyond the template and offer a true insight into what they represent. Take Motto as a great example of a brand agency that lets you know exactly who they stand for – leaders, not followers.
A topping of empathy- Too many brands are perfectly content spending their days talking about who they are and what they do. Nest are different. They use video to bring their product home and help us to understand exactly how they can impact upon our lives. See here.
A whole heap of context- Some businesses are happy to add the word ‘blog’ to their website navigation to tick the ‘content marketing’ box. Others, they lead with content. Have a look at how Thrillist.com integrate their product range into highly useful content around travel and city life. Brilliant inspiration for you to begin weaving the magical ingredient of context into your retail website.
The majority of these brands are startups with a story to tell. This isn’t about how you spend your budget or the means by which you can advertise your offering. This is about digging deep and finding the secret ingredients, within your own brand, that will help naturally differentiate you from the competition and allow you to tell the story of a brand less ordinary.
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