Want to Tell an Authentic Brand Story? Start From the Heart.

I felt really fortunate to share a panel Karen Foley from Imbibe and Mike Thelin from Feast at Davis Wright Tremain’s 5th annual Farm to Label conference for the food and beverage industry a few weeks ago. As we talked about brand storytelling, we kept coming back to one thing: the heart of a brand matters. 

Whether you call them brand values, attributes, or guiding principles, putting a stake in the ground early in your life as an organization can be invaluable. And your values don’t just inform your content decisions (i.e., what you say to your customers, or how you say it)—they can and should also inform the decisions you make about your partnerships, your investments, and your business.

THREE THINGS TO CONSIDER WHEN DRAFTING YOUR BRAND VALUES

We’ve done this work with many types and sizes of organizations, and the path to the right values is not a one-size-fits-all formula. But there are a few things that we think any company should consider as they dive into the process:

  1. Be honest, but aspirational (within reason). Think about who you are as a company, and why you were founded. It’s fine to have some stretch goals and to be your best self in your values. But if you can’t live up to it, don’t write it down.
  2. Consult your team. Giving your employees a voice in crafting your values is a great way to build culture, gain valuable feedback, and assure that you’re able to live the brand every day.
  3. Have a bias toward action. If you can’t bring a value to life or translate it into action in the real world, it won’t mean much to your audience. “Sustainable” is a good value, but “We consider the human, social, and environmental impact of our actions first” is better.

 

HOW YOUR VALUES INFORM YOUR STORIES

Once you have those values drafted, they create a perimeter around the kind of actions your company should take. More importantly, they help you to make sure that the choices you make will feel authentic to you, your employees, and your audience. And of course, that’s a key to creating a lasting relationship and trust with all of those people.

EXPANDING YOUR REACH THROUGH PARTNERSHIPS

But suppose you want to reach a new audience or expand perception of your brand? You shouldn’t rethink your values. Instead, look to partner with a company who shares one of your core values but approaches it in a slightly different way. I heard about three beautiful real-life examples while at Farm to Label that are worth your time to check out:

  • Patagonia Provisions and Hopworks Urban Brewery (HUB): When Patagonia Provisions decided that they wanted to make a beer with a new grain called Kernza that supported regenerative agricultural practices, they went looking for a beer company whose values aligned with theirs. As a certified B-Corp, HUB was a perfect fit—and now both companies are able to do more good than they would have been able to do alone.
    • Read more about the result of their collaboration: Long Root Ale.
    • We just celebrated our first year as a B-corp! Read our reflections on that here.
  • Airstream and Full Sail Brewing: Camping, the outdoors, and a spirit of adventure are all values that Full Sail Brewing and Airstream share, but they’re usually speaking to different audiences and income levels. Their “Hook Up and Go” partnership giveaway of an Airstream trailer gives both of them access to a whole new audience and the opportunity to give those customers valuable content (and, of course, an Airstream).
    • Well, go on! Enter to win now. We’re already all over it.
  • Feast Portland: They may have started out as a Portland, Oregon-based festival, but when you consider the energy, creativity and enthusiasm that are the core of the Feast brand, it only makes sense that they would partner with Aaron Franklin. He might be from Austin, TX, but his passion for excellence makes him an ideal partner for Feast. And, there’s mutual benefit to the arrangement: Feast and Franklin’s BBQ benefit from their expanded geographic reach.
    • Tickets to the Franklin event are already sold out, but check out the rest of the lineup at feastportland.com.

So, what’s the take-home, here? Telling an authentic brand story, whether alone or with partners, is all about making choices. You can’t be everything to everyone, and your audience can tell when you’re trying to be something you’re not. Taking the time to articulate your values early on can make those inevitable choices a lot clearer, but shouldn’t limit you. Creative thinking and partnerships can help to expand your reach without compromising your brand, while deepening customer engagement–and isn’t that the dream? I think so, too.

Share

585 thoughts on “Want to Tell an Authentic Brand Story? Start From the Heart.

  1. Pingback cialis walmart
  2. Pingback Canadain viagra
  3. Pingback Viagra pfizer
  4. Pingback viagra cialis
  5. Pingback naltrexone otc
  6. Pingback prices of cialis
  7. Pingback viagra uk
  8. Pingback viagra 100mg
  9. Pingback viagra 100mg
  10. Pingback viagra for sale
  11. Pingback gnc ed pills
  12. Pingback tadalafil online
  13. Pingback cialis generic
  14. Pingback viagra price
  15. Pingback personal loans
  16. Pingback loan online
  17. Pingback viagra 100mg
  18. Pingback cialis 5 mg
  19. Pingback joanne worthen
  20. Pingback cialis 5 mg
  21. Pingback cialis 5 mg
  22. Pingback viagra
  23. Pingback cialis buy
  24. Pingback online viagra
  25. Pingback cialis buy
  26. Pingback viagra pill
  27. Pingback rivers casino
  28. Pingback rivers casino
  29. Pingback viagra canada
  30. Pingback cialis reviews
  31. Pingback viagra pills
  32. Pingback viagra buy
  33. Pingback generic cialis
  34. Pingback order viagra
  35. Pingback cialis pills
  36. Pingback canadian viagra
  37. Pingback viagra cost
  38. Pingback cialistodo.com
  39. Pingback cialis tadalafil
  40. Pingback buy cialis
  41. Pingback order ceclor
  42. Pingback gambling casino
  43. Pingback casinos online
  44. Pingback cialis miami
  45. Pingback buy cialis usa
  46. Pingback tadalafil cialis
  47. Pingback cbd oil 300mg
  48. Pingback my essay writing
  49. Pingback clomid coupon
  50. Pingback clonidine nz
  51. Pingback cialis etkileri
  52. Pingback cialis
  53. Pingback cozaar generic
  54. Pingback belize viagra
  55. Pingback crestor cost
  56. Pingback ddavp 10mcg uk
  57. Pingback differin tablet
  58. Pingback dramamine nz
  59. Pingback elavil usa
  60. Pingback buy cialis
  61. Pingback geodon australia
  62. Pingback imodium nz
  63. Pingback viagra effects
  64. Pingback natural viagra
  65. Pingback navigate here
  66. Pingback Find Out More
  67. Pingback lopressor coupon
  68. Pingback luvox canada
  69. Pingback buy viagra ebay
  70. Pingback Flomax
  71. Pingback micardis otc
  72. Pingback Celexa
  73. Pingback motrin for sale
  74. Pingback prednisolone usa
  75. Pingback pyridium tablets
  76. Pingback buy reglan
  77. Pingback cheapest remeron
  78. Pingback buy rogaine 5%
  79. Pingback tricor usa
  80. Pingback vantin cost
  81. Pingback wellbutrin otc
  82. Pingback anchor
  83. Pingback zovirax pills
  84. Pingback how to buy zyvox
  85. Pingback glimepiride uk
  86. Pingback irbesartan otc
  87. Pingback buy cialis ebay
  88. Pingback rosuvastatin usa
  89. Pingback order divalproex
  90. Pingback buy viagra
  91. Pingback buy fluconazole
  92. Pingback 141genericExare
  93. Pingback pbdxdaix
  94. Pingback pazrtjaq
  95. Pingback glipizide pills
  96. Pingback buy cialis
  97. Pingback buy viagra
  98. Pingback comprar viagra
  99. Pingback writing my essay
  100. Pingback buy terbinafine
  101. Pingback ivermectin 10 mg
  102. Pingback metoprolol price
  103. Pingback doxycycline,
  104. Pingback clomid cramps
  105. Pingback buy cheap essay
  106. Pingback thesis phd
  107. Pingback cialis 20 mg
  108. Pingback neurontin opiate
  109. Pingback canadian rx
  110. Pingback buy black cialis
  111. Pingback lasix 100mg
  112. Pingback Zakhar Berkut
  113. Pingback Cefixime
  114. Pingback 4569987
  115. Pingback news news news
  116. Pingback psy
  117. Pingback psy2022
  118. Pingback projectio-freid
  119. Pingback viagra in india
  120. Pingback topvideos
  121. Pingback video
  122. Pingback 20mg for sale
  123. Pingback 20mg for sale
  124. Pingback site
  125. Pingback top
  126. Pingback chelovek-iz-90-h
  127. Pingback cytotmeds.com
  128. Pingback blogery_i_dorogi
  129. Pingback chernaya vodova
  130. Pingback 66181
  131. Pingback Porno
  132. Pingback vechernyy urgant
  133. Pingback ukraine
  134. Pingback A3ixW7AS
  135. Pingback link
  136. Pingback KremlinTeam
  137. Pingback medunitsa.ru
  138. Pingback kremlin-team.ru
  139. Pingback psychophysics.ru
  140. Pingback yesmail.ru
  141. Pingback Suicide Squad 2
  142. Pingback psiholog
  143. Pingback Secnidazole
  144. Pingback viagra 100mg
  145. Pingback viagra online
  146. Pingback stromectol 100mg
  147. Pingback cialis 10 mg
  148. Pingback Duna 2021
  149. Pingback 1

Comments are closed.