A Few of my Favourites - Great Brand Stories
Hello there,
I, just like you, are a person and a customer, client and consumer. I find sometimes the best way to get a look and a handle on what I love in a marketing, brand and writing sense, is to look at others. To take notice of examples of brands, stories or people that I think have got it nailed and really do talk to their own brand and speak quite simply to me.
Some of my examples below are super local NZ people, and some are further abroad (and famous in the very big way). Some are influencers, some are entrepreneurs and some are businesses but all engage in a unique way that keeps me coming back.
You might find inspiration in what they are doing also, or maybe this will inspire you to take a look around you for what really talks to you and how that might help craft your communication to your audience.
“Inspiration is everywhere, and often in unexpected places: you just have to keep your eyes open.”
Lisa Messenger
This lady has inspired me (and millions of others) through an unapologetic approach to how she does things. I came across Lisa and her story when I was starting on my own journey to setting up for myself. I’d just left the corporate world, after one last year’s foray into an advertising agency and needed a break in my mindset. I was searching for a different way to work, that was doing what I loved (and was good at) and on my terms. A way that would lead me to having time with my family and being paid for work I did rather than strictly hours I spent looking at my laptop or being present in an office.
I do feel that after 20 years in and out of the corporate world I’d found myself a little conditioned that was the only way. And surely freelance or my own business wasn’t for me, it would be too hard or too tricky to set up. In stepped Lisa Messenger and her book ‘Work from Wherever’. This is not a dense book, but more a little of a manual to see how it’s done elsewhere and a way to see that it can be done (and actually is done in some of the biggest corporate environments around the world).
The timing was a little weird… we’d just stepped into the first lockdown in March 2020. And some of what was in the book suddenly felt out of date and not relevant. But the essence was still there and spoke to me in a way that encouraged me to look further.
Lisa has built her own business from the start, by being brave and not afraid to try something. Beginning with an actual paper magazine that took off like crazy. And eventually calling time on that to free her working life (and that of her team) and going digital. Why make such a dramatic change to something that was working, and well? To make the change from being tied to a fixed office, a fixed type of life. To move to one of freedom and inspiration. By being able to work from wherever means you can be working from somewhere different, somewhere that inspires you. But also means that you can work with different people, and their input can inspire you further.
Lisa Messenger is well known for her speaking and as an entrepreneur for entrepreneurs. In other words, offering advice and support for those that want to do their own thing, and successfully. She runs her digital Collective Hub and produces books, journals and inspirational diaries to keep you on task. She also has a successful podcast interviewing her favourite inspiring people.
For a long time I’ve been intrigued and inspired by the story of Sir Richard Branson. He famously set up Virgin Airline on his own. After not doing so great in school with dyslexia holding him back in the traditional schooling system he bravely (and recklessly) got started with his plan.
What inspires me about Branson is that his story sounds so achievable, yet his lifestyle now (spent living on his own island and taking off into space) seems just completely unachievable. And he genuinely feels like he is grateful and appreciative of where he has got to, and alongside him is his family and friends. With the advent of Instagram he (and many other celebrities) have had a channel to become approachable, human and very likeable. You can only make that stuff up for so long, before it will be seen as fake and quickly turn against you (and your brand).
I’ve read books by Branson and do admire what he has achieved, with bravery and a real sense of humanity. His sound bites are always golden and he does know how to hold a crowd, even when floating in space.
Now for a story on a brand. A clever New Zealand brand. Unless you have been living under a rock, or are completely social media adverse, you would have heard and seen Dose & Co.
Originally started by a kiwi living in New York, wanting to develop a product that was healthy, without the nasties and delicious. Dose & Co. was born. Through a great story, a good website and a very clever social media campaign Dose & Co. grew and grew. It became common to see this brand pop up on your Insta and potentially to hear of it through various influencers. It was a product of the right stuff, at the right time. Producing accessible collagen in a format that was tasty and not too expensive.
It created a product that crossed the line of ‘pharmacy’ or ‘health food’ into something your could add to your coffee in the morning or into your baking. Accessible is the word here! And New Zealanders love a great ‘kiwi-born’ story. Throw in a Kardashian for kudos and you have a world-wide success story!
This one is personal. Justine is a friend of mine (since our boys were in our bellies). Justine has always been a bubbly, warm and genuine person. And when she decided to showcase her journey to wellness through weightloss and fitness four years ago, I was one of the first in line to cheer her on with pom poms in my hands… It wasn’t long before she gathered quite the crew around her.
Over the past four years she has evolved and so has her ‘purpose’. Now officially an influencer with over 15,000 followers she is all about body positivity and accepting yourself with all the bits you don’t like and to love yourself anyway. To dress to express who you are and not the size society thinks you should dress for.
Justine has maintained her bubbly self and used her voice to speak out bravely. I’ve watched from the sidelines and often are genuinely surprised by her ability to keep the momentum going. And to remain authentic in the face of criticism and support alike.
And there are more…
These are but a few of my favourites. But four that have inspired me along the way and made me sit up and pay attention. And what is the common denominator? They are all personal stories, told well. And consistently. With what feels (and looks) like genuine intent and authenticity. And in a voice that talks directly to you, rather than about a wider brand desire to be seen as something. Though I’m sure that every single one of them sit back in their trackies and just hang out with their family and friends, telling bad jokes and enjoying their real self, without editing.