Tell the Story, Build the Brand
In a previous post, I mentioned that the "brand" is the identity of a company and influences or informs everything, especially the marketing efforts. So, I want to highlight what builds and shapes a brand.
One day, Lauren Warkentine asked me to join a team of good-looking guys to model one of her company's custom suits. I love a good suit and the chance to be photographed, so of course I agreed! William & Lauren Custom Clothier (W&L) had been a part-time endeavor for the former corporate exec, but the urge to transition the company into a full-time enterprise was growing. On the day I met her to pick up the custom suit she'd made for me to model, we had a very candid conversation about the company's overall brand and the messaging she wanted to create for it. "When someone wears a William & Lauren suit, I want them to feel like they can take risks, tackle life and be confident in who they are," she explained. (“Take risks. Tackle life.” later became the company’s tagline.)
In the subsequent weeks, I would learn the story, or the "why" behind W&L. Lauren told the story of encountering professional men in baggy suits who believed they had no other AFFORDABLE options. But the story went even deeper. She reflected on being a young, female executive in a male-dominated industry where tailored suits, big egos and unchecked confidence was the name of the game. She lamented a past experience where she felt "forced" to wear a suit that was ill-fitting and unflattering and how it affected her confidence. She didn't want people to share in her experience. So, she decided to build a brand that could offer a different story, a different outcome.
What's the point?
The story, or the "why" behind what you do, shapes the identity, or the "brand" of your organization. Lauren's story of being a female executive who felt self-conscious in an ill-fitting suit, moved her to establish a company that offers a premier-fitting product that will elevate your confidence. To achieve this, they offer stellar customer service, countless options for a personalized look, and a boutique experience that is accessible and affordable (I know this because I am a satisfied customer and a W&L distributor. *wink*). Successful brands, like W&L, are committed to the story, and they use the story as a guidepost in maintaining authenticity, cohesion, culture, direction, etc.
Simply put: Tell the story. Build the brand. Wear William & Lauren. And let Superlative breathe life into your story.
