My sweet little Ada is 8 months already. That means she is starting to run out of all the amazing baby lotion goods she got at her baby shower. While looking through the aisles of CVS the other other day I found myself trying to decide which lotion to buy for her sensitive skin. There were the typical options, Aveno, Burt's Bees and Aquaphor. Instead of picking up one of the usuals I found myself drawn to a small goldenrod bottle of lotion named SheaMoisture. The product label had a clear, bold description of the ingredients “RAW SHEA BUTTER, CHAMOMILE & ARGON OIL”. Hmm, but it was $11, almost twice as much as any of the other lotions. I flipped it over to read more of the label, there I found the brand story:
“SOFIA TUCKER STARTED SELLING SHEA NUTS AT THE VILLAGE MARKET IN BONTHE, SIERRA LEONE IN 1912. BY AGE 19, THE WIDOWED MOTHER OF FOUR WAS SELLING SHEA BUTTER, AFRICAN BLACK SOAP AND HER HOMEMADE HAIR AND SKIN PREPARATIONS ALL OVER THE COUNTRYSIDE. SOFI TUCKER WAS OUR GRANDMOTHER AND SHEAMOISTURE IS HER LEGACY. WITH THIS PURCHASE YOU HELP EMPOWER DISADVANTAGED WOMEN TO REALIZE A BRIGHTER, HEALTHIER FUTURE.”
Sold. With this simple brand story, they had me sold hook, line and sinker willing to spend twice as much money on their product over a similar product of equal quality. But what is it that makes a good brand story? Let’s break it down.
There are four key components of a killer brand story.
1. A HERO/MAIN CHARACTER
Someone that influenced you to make your product or offer your service, it could be a family member or even an old client, in this case it is Sofi Tucker; a 19 year-old widowed mother of 4.
What is the problem that needs to be solved? For SheaMoisture, Sofi needs to feed her family. For you it could be that you hated seeing how many young girls thought negatively about their bodies so you start a body positive blog/movement.
3. THE SOLUTION
How does your product or service solve this problem? Sofi developed a product and started selling it all over the countryside in order to sell quality lotions for buyers and also provide for her family.
4. THE MISSION
“Help empower disadvantaged women to realize a brighter, healthier future” Notice how this is not related to the product in any way, it has a greater good. The mission is something that goes beyond your product or service, how does your brand make an impact on its community, why should a customer value your brand over another? Your mission is a way to get really specific about intentions, actions and the future of your brand.
How does your brand story measure up, do you have the four key components of a killer brand story?
Comment below and let me know, I would love to hear your brand story.