Startups are everywhere. Seriously, everywhere. As a startup founder (and marketer) you need to find ways to distinguish yourself from the masses and show why your brand is the best brand for your customer. There are a few ways you can do this that are awesome and fun at the same time.
Actually Tell a Kick-Ass Story
Your story matters. But a story is just a story until it becomes a piece of your brand, inspires and motivates others, is unforgettable, and gets repeated. Just remember that your customers care about your story but they also care about what your story means for their own happiness.
Brand Examples:
Toms – Demonstrating the ethics and value behind each product and purchase
Bonobos – Live a ninja lifestyle
Share Something Every Day
Share a piece of the brand story and journey every day. Take pictures and videos every day, even when it seems silly. For example: at a co-workers birthday; when a product is being conceptualized, when you’re sketching the new collection; when shoes are being selected for the Fall line, during a strategy session, when you’re cooling off with a couple glasses of wine. Share the journey that makes your brand – your brand. Let your audience be a part of that journey that gets you to the next step. Let them share in your joys and crazy adventures along the way.
Brand Examples:
Sole Society passion and adventure
Zady honesty and love
Check out my last and absolutely vital section on being “personal” and “connecting” with your Instagram audience when reading my full post on Startup Fashion.
We, as consumers (and definitely marketers) have our crushes, our flirtations, and sometimes we commit to a brand we truly love. I’m currently having a major brand crush on Sole Society. Why? A few simple reasons:
1. They have a great affordable fashion line
Sole Society is known for “affordable fashion” – making it attainable for most women who adore looking great, but not breaking their bank to do so. The brand offers up items that are both on trend, but also classic. They partner with style inspirations like Julianne Hough to design their lines. And as of late, obtained Andrea Wasserman as CEO. I knew I liked her when she replied to me on Instagram, but the fact that she came from Nordstrom (my other major crush), demonstrates her ability to choose working for brands that put the consumers first. And that brings me to my next two points…
2. They market themselves with style
Sole Society can be found on most channels, which allow for visual content to be at the forefront. They’re avid posters on Facebook, Twitter, Instagram, and Pinterest. My favorite is when I am able to get an inside look into what shoes they have yet to even put on their website or in stores. Getting an inside peek at the new colors, designs, and lines for the upcoming season is a brand lover’s dream. We feel like we have been let in on a secret that others don’t know about. Marketers, take note – this is a great tactic to get your consumers to come back for more!
Additionally, Julianne Hough who has her line on Sole Society gives sneak peeks through her Instagram channel too. Although she can afford shoes much more expensive, it’s great to see a strong, stylish female partnering with a brand the average female can afford and feel like she’s wearing high class style. And tying an influencer with a fun-loving spirit like Julianne to a fun-loving brand like Sole Society is a perfect strategy to get consumers to turn their heads at the brand – creating both awareness and consideration.
To read my 3rd reason for totally crushing on Sole Society (and it’s major) check out my full original post on Marketing on the Rocks!
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