Brands That Get You
 
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BRANDS THAT GET YOU

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Thanks for featuring my article from the archives yesterday, @beautymatterofficial!!! Learn about the #1 thing you’re missing about your customers—and what it means to shop with the head vs the heart ❤️ 🧠 Link in bio 🔝#brandsthatgetyou
You've heard Product-Market Fit, but what about Customer-Connection Fit?💥Join me LIVE in LA today and learn more at The Branding Sprint For Startups⚡️⚡️⚡️This FREE session includes... 💨Actionable insights to connect with customers & investors now 💨Techniques companies typically spend $100K+ for with an agency 💨The must-haves for your brand today—and things to save till later 💨Real branding stories from startups in different industries 💨An hour of post-seminar networking, sponsored by Plan This! 💥Not in LA but have friends who are? Give this event a share!🔝Link in Bio #brandsthatgetyou
Rockabye lady 😴 How sleepwear brand Lunya gets you to cozy up with their point of difference: PJs specifically designed to solve for slumber problems ✨✨✨When’s the last time you invested in your sleepwear? A silky set of PJs for special occasions are one thing—but paying $100+ for a cotton shirt and shorts set sounds super indulgent. But what if I told you this sleepwear was FDA tested to help you sleep? ✨✨✨Made of Celliant fibers, Lunya’s fabrics literally “recharge” your body— absorbing + converting body heat into infrared energy that reflects back to help you sleep more comfortably while increasing your energy and helping you recover from workouts. Wowza… those are some pretty convincing points of difference for a sleepwear brand. ✨✨✨And there’s more: Lunya has thoughtfully designed options made to help hot sleepers and cold sleepers and prevent midnight nip slips and wake-me-up wedgies. No more t-shirts from the ex-boyfriend or that company kickball game. By putting the focus on their points of difference, Lunya positions their pricey PJs as worth the investment. ⚡️Insight⚡️What can you say about your product that no one else can say? Find a genuinely unique and distinctive point of difference—and make it your wake up calling card. #brandsthatgetyou
Put a gene on it🔬How 23 and Me's new campaign turns a tricky concept into an easy get—and widens their customer reach✨✨✨ From muscle composition to caffeine consumption, your genes impact more than you realize. And in the “Meet Your Genes" ads, 23 and Me personifies them. The genes-as-characters introduce themselves in friendly ways—and you get to see how they respond to real internal situations (Example: HLA-DQA1 and HLA-DQB1, the two dudes who monitor a massive control room, respond to an alert “We have a gluten situation!”). The ad wraps with the line, “There’s a whole world of genes ready to meet you.” ✨✨✨ Through colorful backdrops and connections to real people, the clever campaign both catches the eye and gets you interested… in genes. It also positions 23 and Me to be about WAY more than just learning what percent Italian or Chinese you are. ✨✨✨By shifting the convo to your body’s functions and habits, they’re tapping into a new way of thinking about their product, expanding their audience and making the concept an easy get. ⚡️Insight⚡️When you launched, your product might have been about one thing—but what are some other benefits? Think about ways to (1) surface them then (2) simplify them. You could meet your own new customers. #brandsthatgetyou
Keep Mailchimp Weird 🐵That could have been the motto of Mailchimp’s new rebrand that turns up the quirk—and speaks volumes about customer connection. Here's how... ✨✨✨ When Mailchimp first launched in 2001 with their childlike logo of a chimp in a baseball hat and curly watermark, being a fun and friendly tech brand made them immediately eye-catching. As Fast Company points out, Mailchimp pioneered "the kind of friendly, humorous design you see everywhere in tech nowadays.” ✨✨✨ But since weird is now the norm and companies with Mailchimp’s success always go more streamlined, their new direction—distinctive childlike illustrations, “WTF is happening here” photos and shamelessly throwback fonts—appears more bold than business-like. And that’s the point. ✨✨✨ At its heart, Mailchimp hasn’t changed. They’ve grown up, but they’re still different. And their customers are in a similar situation: people who are growing their businesses and making bold moves. So Mailchimp created an imaginative system "to inspire our customers to also be bravely different.” ⚡️Insight⚡️As your brand grows, it may need to grow up—but it should also grow alongside your customers. Remember the magic that made them connect with you in the first place. It’s a monkey do. #brandsthatgetyou
Almond milk for the masses 🙌 How Kite Hill turned meh-maybe into must-try by cultivating three brand pillars and a foodie-first perspective ✨✨✨For those raised with a “Got Milk?” mentality, the prospect of trading in cows for nuts can seem less than compelling. And when almond milks and related foods first hit the grocery store shelves, they were considered specialty items—an alternative for unfortunate souls whose systems rejected dairy or people making a serious lifestyle swap to veganism. ✨✨✨Enter Kite Hill, a purveyor of “artisinal almond milk foods” like European-style and Greek-style yogurts in classic and inventive flavors, cheese style spreads and even pastas. ✨✨✨By focusing on creating truly great tasting plant-based foods, Kite Hill widened their reach—and opened up peoples' palettes. They’ve built their brand on three strong pillars: (1) Taste (2) Health and (3) Sustainability. By combining time-honored techniques with flavor fresh flavor any chef could get behind and insta-friendly recipes to inspire any foodie, they’ve made healthy-for-you and healthy-for-the-planet appealing to everyone. ⚡️Insight⚡️Align on three strong pillars that are essential to your brand—and make sure they’re always present. Customers will eat it up. hashtag#brandsthatgetyou
Let’s sprint, Los Angeles!💥On October 9, I’ll be LIVE at WeWork Playa Vista presenting The Branding Spring for Startups. It’s my simple six part cycle you can follow to build a better brand right now (no agency or marketing experience required!)✨Learn how to create quickly, refine rapidly and connect with customers immediately. After this seminar, enjoy an hour of networking, sponsored by Plan This! And did I mention it’s free to attend?🔝Link in bio💡#brandthatgetyou
Power up your nap⚡️Here's a brand positioning lesson from Nap York, a 24 hour napping lounge in the heart of the city that never sleeps ✨✨✨ Sleep is the ultimate luxury. And in a world where we’re on-on-on and go-go-go, grabbing a few extra Z’s can give that extra cup of coffee a run for its beans. But where to go and how to get your relax-and-refresh on can be problematic. ✨✨✨ At Nap York, anyone can pop by and pay for a 30 minute power nap in a space designed for sleeping only. From the dim and calming venue filled with 500 green plants to thoughtful amenities like slippers, hot towels and tea to sleeping pods and rooftop hammock options. ✨✨✨ And one of the most invigorating things about NapYork’s view on slumber is how they’re positioning their 30 winks: “New York’s first recharge station for those who power the world.” In this statement, they’re directly positioning naps for the ambitious select rather than the sluggish masses. They make naps a smart choice, taken for brain-boosting benefits, and identifying as a “napper” akin to entrance into an intelligent society. ⚡️Insight⚡️Unique positioning is one of the most impactful ways to make a statement with your brand. Is there anything you can flip the script (or the mattress) on? #brandsthatgetyou
One size never fits all💥Here’s how a lingerie brand breaks down standards and builds up customers✨✨✨... When Aerie launched in 2014, they made a bold statement—a pledge to only use un-airbrushed, un-photoshopped images of models. At the time, the trend towards showing real beauty was just beginning, and few brands were willing to put a complete kibosh on the magic of retouching. ✨✨✨ F/F to 2018, and Aerie has not only abided by their pledge but widened the playing field for “role models” (their spin on models)—casting real women of all body types, ages, sizes and races as well as women with disabilities, chronic illness, surgery scars, and other conditions in their latest campaign. ✨✨✨ What’s so special about the #AerieReal approach is how it (1) connects with their customers, letting them see themselves represented and (2) connects with their core message of body positivity—which is about actually feeling good in your undies with improvements on everything from sizing to comfort. ⚡️Insight⚡️ Think about how to represent your customers and your core message throughout everything you do—whether you’re building a product, creating an experience or shooting an ad. It will push up, separate and support your brand for years to come. #brandsthatgetyou
 
 
 
 
 
 
 
 
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