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TELL YOUR STORY
People like to know the real story behind the brand and about the people who work there. That’s why the companies whose founders are still around to tell their own tales have a fascination that goes beyond what they are selling. It’s good to know that there was a Ben and Jerry. They sold up to Unilever, established by Lord Lever. Unilever’s headquarters in the UK, the art deco building north west of Blackfriars Bridge, was Lord Lever’s favourite hotel, so he bought it. Pete & Johnny’s Smoothies, which became PJ Smoothies, was bought by PepsiCo and disappeared in 2008. There was never a Pete or a Johnny. The stories about your history show the human side of a brand. They also distinguish the fabricated brands from the genuine ones.
The idea There’s a usually space on a brand’s website, often called About Us, where you can read about the founders and their history, look at old photographs and watch films about them. This is where an organisation can tell all the stories about their brand. Whether it started last week or 100 years ago, it’s still interesting. If there isn’t one, then the brand lacks a sense of authenticity. People are becoming more cynical and suspicious of marketing as a profession. If companies are going to keep their customer’ trust, then it helps to show the real people running them. That men
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