Great brands are built on great stories. Look for one moment at Harley-Davidson – a heritage brand that transcends social and economic boundaries. Harley owners don’t just buy a motorcycle; they buy into a lifestyle based around a shared set of values.
Here are five examples of brands that have differentiated themselves using great stories. Their websites reinforce their unique selling propositions beautifully.
For those trying to stand out in an increasingly crowded online world I recommend you check these sites out! (Numbered for your pleasure, but in no particular order):
1. Chipotle
Mexican food chain Chipotle may not have the brand recognition power of its former parent company McDonald’s, but their brand story is so powerful and beautifully communicated, [check this out] it’s no wonder they are one of the fastest-growing restaurant companies in the United States.
The model works because customers feel like they aren’t in a massive fast-food chain but can still get their food quickly. One of their founding principles is to serve “food with integrity.” So it comes as no surprise that quality customer service is an important part of the company’s mission.
2. Saddleback Leather
If you find another leather bag company on the planet like Saddleback Leather I’ll eat my belt. Simply a great story and a choc full website that oozes personality from every page. Tales of Mexican bullfighting, exotic travel and touching stories about “Blue”, the owner’s beloved Labrador.
Whoever came up with their tagline should be knighted: “They’ll Fight Over it When You’re Dead.”
3. Mast Brothers Chocolate
This is a story of total dedication. The Mast Brothers are obsessed with crafting chocolate. Making every bar themselves, from the cacao bean all the way to packaging. Watch the videos.
They have a great USP and a great story. Rick and Michael Mast look like they just walked off an 18th century movie set. A time when craftspeople were revered and took pride in working with their hands.
They take dedication to a new level, both traveling by wooden sailboat to find the best cacao possible, and yes, shipping their precious cargo back by sailboat. Strange, unforgettable, over-the-top: yes, I know.
3. World’s Strongest Librarian
What the hell do kettlebells and life with Tourette’s syndrome have to do with being a librarian? And why does he call himself the World’s Strongest Librarian? Josh Hanagarne has a unique and unforgettable story.
4. Nerd Fitness
There must be tens or even hundreds of thousands of fitness and health sites out there. What about sites specifically catering to nerds? That’s right, I said nerds! Introducing Nerd Fitness. What a fabulous niche.
5. TOMS Shoes
How can a common online shoe store differentiate? Sure TOMS Shoes are nice, comfy, inexpensive and even quirky. Now add in the fact that they give a new pair of shoes to a child in need for every pair you purchase. Who else cares that much?
