The relationship between branding & identity.
Identity and consumption are inextricably linked.
As an infant, when we see something we recognize as “other,” or outside of ourselves, our first instinct is to put that thing in our mouth; to consume it, to integrate it into ourselves.
As adults, we’re not that different. In a world running on the engine of capitalism, we’ve come to rely on purchases and possession to tell ourselves and the world around us who we are and who we want to be.
The best brands— that is, the most successful, exciting, interesting, enduring brands— invite their audience into a story by telling them a story about themselves, or who they will be when they engage with their brand. More often than not, this transformative process happens via purchases:
“Buy this fancy athleisure set, and you’ll be the coolest girl at the gym.”
“Buy this fancy dog food, and you’ll be the best pet owner.”
“Buy this fancy degree, and you’ll be smart and sophisticated and erudite.”
At the end of the day, these brands are offering you a trade: “buy this thing and I’ll tell you a flattering story about yourself.”
How to use brand storytelling to connect with your consumers.
Do you know what story your brand is inviting your audience to enter?
And, deeper yet, is it a brand story worth being a part of? Is it a story that will make their lives better and make the world a brighter, more interesting, more beautiful place? Are you actually able to follow through on your promises and offer them something that will help your consumers step into the kind of person they want to be, ought to be?
I recently worked with Yearly Co., a fine jewelry brand based in Nashville, TN, to clarify their brand story. Yearly Co. creates custom-fit, solid-gold bangles designed for daily wear. The pieces Yearly Co. makes are timeless, life-proof, and lovely, but so are many pieces of jewelry you could buy. What makes Yearly Co. different is their story.
Their jewelry is inspired by a family tradition to mark milestone anniversaries. The founder’s grandfather would give his wife a new bangle to celebrate each year of their marriage; a sweet tradition that the founder, Ann, and her sisters would grow to emulate. Ann started Yearly Co. to source these bangles for her family, then expanded it into a business to help other women celebrate the important milestones in their own lives.
When you buy a bangle from Yearly Co., (or “stack your story,” as they say) you’re not just buying a trendy new accessory; you’re collecting tokens that say something about who you are, what you've been through, and the legacy you’re creating. These pieces serve as personal reminders and conversation starters alike, and ways in our ever-changing lives of marking moments that matter most to us.
So, what’s your story?
Heartfelt brand storytelling influences how consumers see themselves and the things they choose to invest in. Is your brand using its story to its fullest potential— that is, to connect with and empower your audience?
At Sprezza, all of our writing projects begin with in-depth discovery, helping you identify the overlapping territory between what you and the people you do it for. From that unique position, we’ll articulate your personality, your brand voice, and your key messages that will inform the rest of your brand identity. Your story already exists. Let’s make sure we’re telling it clearly and compellingly.
