There’s much truth in the age-old adage – before you go out looking for love, learn to love yourself. And self- love is as important for businesses as it is for people. Take it from brands who’re not just injecting money into researching their target audience and creating big budget ad campaigns. Instead, they’re investing their time and energy into learning about themselves and what they stand for. They embrace their uniqueness. And they share their beliefs as well as their quirks without hesitation or reservation. Which in turn, has earned them immense love and loyalty – they don’t have to make massive marketing spends to be talked about, people love these brands because they love themselves.
And here’s what your business, big or small, can learn from these self-loving, love-spreading brands:
Paper Boat floats on childhood memories. A juice brand from India that keeps their motto – If you could make people taste memories, you should – at the center of every social media post, newspaper ad, tagline, tweet, and video.
A quick scan of their website and social media pages, and you’re immediately assured that Paper Boat truly practices self-love. And that self-love emanates in everything they do, whether it’s sharing their brand story, their products or just interacting with their audiences via their films or social channels.
And what do they get in return? Genuine ‘organic’ love from their audiences, both kids and adults.
Read their brand story, here: paperboatdrinks.com
Lesson 1:
Be good to yourself
Just like your business, your brand image won’t build overnight. Believe in what you’re creating and nurture your creation. The owners of Paper Boat were childhood friends who had memories and many stories to share with the world. So they built their business and their brand around their childhood and that resonated with their TG.
The self-described ‘party game for horrible people’, Cards Against Humanity keeps their tone ridiculous, humorous, and sometimes, straight-up despicable. And that makes it one of the best party games around the globe. CAH has no problem insulting its audience or making fun of themselves for that matter. Their only ask – if you’re going to make light of a situation or conversation, you stay true to the mission.
So, why do people absolutely rave about a brand that’s out to get everyone? Because they keep it real. They know who they are and they stand for what they believe in – being ridiculous and having a laugh. Traditional brands would not make fun of themselves or their customers. But Cards Against Humanity is in no way traditional, and for that, they’re loved.
Find out more about the game and their brand tone, here: cardsagainsthumanity.com
Lesson 2:
Be unapologetically you
You can pay someone to create a brand persona for your business, but you can’t buy real, human connection with your audiences. Cards Against Humanity is not for everyone. But the brand already knows that. They know they have ‘limited friends, but friends who truly love and understand ‘em.
Bold, unconventional, and niche in everything they create – their product, services, and campaigns. Originally from Scotland, BrewDog was established in 2007 and spread like wildfire, introducing unique craft beers with bold, colorful labels, opening multiple bars around the UK, and launching in the US market within a span of few years. Throughout, they stayed true to their brand mission – making people passionate about great craft beer.
No big promises and no huge advertising budgets big upping their product. They know what they’re selling, and they know what they’re selling is good – so it doesn’t need overselling. And their TG loves them for their self-belief and authenticity.
As for their brand story, you can learn more about them here: brewdog.com
Lesson 3:
Keep your audience interested in you
You don’t always need big experience campaigns to woo your target audience. If you really want them to connect with your business and your brand, simply sharing your story with them. Share your business’s ethos, beliefs and philosophy. Treat your audience like family and tell them what your plans for the future are. Tell them why you believe in your products or services, and why they should believe in it too. So, next time they engage with your business, they’re not only customers but your brand’s ambassadors.
