Ekaterina Walter is a social media strategist at Intel. She is a part of Intel's Social Media Center of Excellence and is responsible for company-wide social media enablement and corporate social networking strategy. She was recently elected to serve on the board of directors of WOMMA.
What makes a brand stand out from its competition? For some, it's their cutting-edge design, for others it's their customer service. But for many successful companies, it's their ability to tell their brand story.
Stories, unlike any other element, allow brands to connect with customers on an emotional level. And stories in the digital age are particularly potent. Here are four brands that have successfully honed in on key brand attributes and developed great stories as a result.
1. Ethics
TOMS shoes, which are sold at more than 500 stores around the world, was founded on the ethos that for every pair purchased, one pair is donated to a child in need. The brand thrives on making their philanthropic story the heart of their company. Their shoes are even based on the traditional Argentinian alpargata shoe style, the country where the TOMS movement first began.
The company has developed an extension of this story online, with their One for One campaign. For example, they share donation stories on their YouTube channel, which has more than four million views. TOMS also uses its blog to explore how their movement is affecting real people throughout the world. They've even added to their hip credentials with posts about a creative partnership with Lenny Kravitz, as well as details for new product launches.
2. Personality
Mr. Kipling's "Exceedingly Good Cakes" have been the market leader in the U.K. for decades. Their TV advertising features a twinkly-voiced gentleman narrating how he lovingly crafts each treat. Then there are the images of nostalgic apple-picking and cake making, which have helped the brand connect with several generations.
Sadly, there has never been a real Mr. Kipling, but the success of the marketing strategy speaks for itself. In the digital age, Mr. Kipling has acquired a social media-savvy wife. Mrs. Kipling has her own popular Facebook page with more than 100,000 fans, as well as a Twitter feed. As the online voice of the brand, she doesn't do the baking herself, saying she leaves that to her husband. But she does discuss all aspects of baked treats with fans, often asking them to vote on their favorite cakes, posts photos of Mr. Kipling at events, and comment on the Kiplings' favorite TV shows.
3. Roots
Chrysler took Detroit's gritty and tough image and used it in their "Imported From Detroit" campaign. The inspirational ads premiered in 2009 and struck a chord with an American public in the midst of economic crisis.
On their YouTube channel, the Eminem Superbowl commercial has nearly 15 million views. Chrysler also partnered with the local band The Juliets to continue their celebration of all things Detroit, and used social media to promote their Imported From Detroit merchandise, which raises money for Detroit charities. By centering their brand's rejuvenation around their city's own struggles Chrysler have been able to add a whole new dimension to their story online and give it a real heart.
4. Attitude
Nike's own story is one of success. They are the world's leading supplier of sports shoes and clothes. That's because Nike isn't just selling items, it's selling an attitude, which is that everyone is an athlete who can win.
This is certainly the theme in their Running community, and in their Livestrong campaign, which is based on the incredible achievements of Lance Armstrong. That campaign has a very successful social media presence. For example, their Livestrong YouTube channel, tells the stories of people affected by cancer with the aim to empower that community through the message that "unity is strength, knowledge is power and attitude is everything!" So far, it has gotten about two million views. The Livestrong Twitter feed has more than 250,000 followers, and their Facebook page has more than 1.5 million Likes. These two outlets serve as a mix of support groups, information sharing forums, and fundraising centers. They serve as an amazing example of what online collaboration can really mean and the real difference a story can make when it becomes social.
Image courtesy of iStockphoto, 4FR
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