Every successful brand has a story: a narrative that exists in the mind of consumers when they see a brand’s logo, product or offering. It’s the result of deep audience knowledge and insight, smart positioning in the market and a dash of something unique that sets the brand apart from the competition. With careful construction, an effective brand story communicates:

1. Your Purpose (why you do what you do)
2. Your Personality (who you are)
3. Your Performance (how you do what you do better than the competition)

It’s rare for a brand to have a story so well-crafted and consistently reinforced over time that it becomes a key factor in its success. Purpose, personality, and performance are the three legs of the brand story stool: you need to succeed at communicating all three or you’ll find yourself on the floor.

When thinking about the brand story that you want your audience to believe, there are a variety of themes that can come together to form that unique narrative. Let’s take a look at some examples of brands that have excelled in crafting a compelling brand story across each of the “three Ps.”

Purpose 

Thrive Market and Amazon Prime + Whole Foods are two important players in the grocery delivery market. Both brands offer high-quality, organic and non-GMO groceries delivered to your door, but the purpose behind each brand is a key point of differentiation.

Thrive Market’s mission is to make healthy living easy and affordable for everyone. To fulfill this mission, Thrive Market is a paid membership service like Costco in which you get cheaper prices for Whole Foods-quality products. For each membership purchased, a free membership is provided to a low-income family, teacher, veteran or student. 

The Amazon Prime + Whole Foods grocery delivery service takes a different approach to their purpose. On the Whole Foods side of the partnership, their purpose is to seek out the finest natural and organic foods available, maintain strict quality standards and commit to sustainable agriculture. Amazon’s mission is to help people find and discover anything they want to buy online. Together, these two brands provide consumers with the highest quality food through a convenient delivery system. 

It boils to down to improving access to affordable healthy foods (Thrive Market) versus connecting consumers to the highest quality food available in the marketplace (Amazon + Whole Foods). Each brand’s purpose will speak to different types of consumers, ultimately playing a role in purchase decisions.

Personality

Bose and Beats are two of the most recognizable and beloved audio brands. Side-by-side, their product performance scorecards are more alike than different. So, what makes a consumer choose one brand over the other when they’re shopping for a new pair of headphones?

The brand’s personality, and how it jives with their own. 

Think of Bose. Words like tech-savvy, innovative and professional likely come to mind. You have an immediate mental picture of their products, mostly black and grey tones. If Bose was a person, it would be a 40-something business executive riding the Acela from Boston to New York wearing noise-canceling headphones and finishing up a work presentation. The following morning he’ll be up early to run the bleachers at Harvard Stadium, sporting wireless Bose earbuds and enjoying the sound of Classic Rock. 

Now think of Beats. Words like individualism, style, and creator likely come to mind. You’ve spotted the brightly colored headphones bobbing up and down a busy street on the head of someone you just know is a maker of beautiful things (or at the very least has a great appreciation for the makers of beautiful things). If Beats was a person, it would be a 20-something graphic designer riding the subway with headphones that match her unique style, playing the sounds of an indie artist she stumbled upon on YouTube. She’s on her way to meet a restaurant owner who’s interested in displaying her art, a side-passion project, as the main décor.

Strip away the personalities of these brands, and you’re left with similar products that perform almost identically. The brand personality, and the tribe of people who identify with that personality, will often push consumers more toward one brand over the other. 

Performance

Brand performance is where the rubber meets the road, and athletic brands are some of the best examples of how to communicate your product’s superiority in form and function. Under Armour and NOBULL take a vastly different approach. 

Under Armour promotes that “everything here is built to make you better.” They focus on the proprietary technology that represents a competitive advantage for an athlete’s performance.

From their original ColdGear and HeatGear apparel line meant to control body temperature in relation to the outside elements to recovery sleepwear designed to help athletes sleep better and recover faster, you’d think Under Armour was a tech company.

NOBULL, on the other hand, focuses on the athlete who’s wearing their footwear, apparel, and accessories—not the products themselves. They come right out and say, “if you think gimmicks in your shoes makes you a better athlete, NOBULL is not for you.” Quite an approach for a sports performance brand. So how do they represent performance while staying away from gimmicks? They align their product performance with an ownable mentality: hard work is what makes you more competitive. The gear you wear performs with you, but not for you.

Consumers need to feel confident in their purchases, and the story you tell about your brand’s performance is what helps instill the trust that drives them to buy. And sometimes, performance goes beyond specs and product details—particularly in saturated markets.

Do these examples inspire you to refine your brand’s story? Let us help you craft a richer narrative to be reinforced throughout your marketing efforts.

Every successful brand has a story: a narrative that exists in the mind of consumers when they see a brand’s logo, product or offering. It’s the result of deep audience knowledge and insight, smart positioning in the market and a dash of something unique that sets the brand apart from the competition. With careful construction, an effective brand story communicates:

1. Your Purpose (why you do what you do)
   
2. Your Personality (who you are)
   
3. Your Performance (how you do what you do better than the competition)
   

It’s rare for a brand to have a story so well-crafted and consistently reinforced over time that it becomes a key factor in its success. Purpose, personality, and performance are the three legs of the brand story stool: you need to succeed at communicating all three or you’ll find yourself on the floor.

When thinking about the brand story that you want your audience to believe, there are a variety of themes that can come together to form that unique narrative. Let’s take a look at some examples of brands that have excelled in crafting a compelling brand story across each of the “three Ps.”

Purpose 

Thrive Market and Amazon Prime + Whole Foods are two important players in the grocery delivery market. Both brands offer high-quality, organic and non-GMO groceries delivered to your door, but the purpose behind each brand is a key point of differentiation.

Thrive Market’s mission is to make healthy living easy and affordable for everyone. To fulfill this mission, Thrive Market is a paid membership service like Costco in which you get cheaper prices for Whole Foods-quality products. For each membership purchased, a free membership is provided to a low-income family, teacher, veteran or student. 

The Amazon Prime + Whole Foods grocery delivery service takes a different approach to their purpose. On the Whole Foods side of the partnership, their purpose is to seek out the finest natural and organic foods available, maintain strict quality standards and commit to sustainable agriculture. Amazon’s mission is to help people find and discover anything they want to buy online. Together, these two brands provide consumers with the highest quality food through a convenient delivery system. 

It boils to down to improving access to affordable healthy foods (Thrive Market) versus connecting consumers to the highest quality food available in the marketplace (Amazon + Whole Foods). Each brand’s purpose will speak to different types of consumers, ultimately playing a role in purchase decisions.

Personality

Bose and Beats are two of the most recognizable and beloved audio brands. Side-by-side, their product performance scorecards are more alike than different. So, what makes a consumer choose one brand over the other when they’re shopping for a new pair of headphones?

The brand’s personality, and how it jives with their own. 

Think of Bose. Words like tech-savvy, innovative and professional likely come to mind. You have an immediate mental picture of their products, mostly black and grey tones. If Bose was a person, it would be a 40-something business executive riding the Acela from Boston to New York wearing noise-canceling headphones and finishing up a work presentation. The following morning he’ll be up early to run the bleachers at Harvard Stadium, sporting wireless Bose earbuds and enjoying the sound of Classic Rock. 

Now think of Beats. Words like individualism, style, and creator likely come to mind. You’ve spotted the brightly colored headphones bobbing up and down a busy street on the head of someone you just know is a maker of beautiful things (or at the very least has a great appreciation for the makers of beautiful things). If Beats was a person, it would be a 20-something graphic designer riding the subway with headphones that match her unique style, playing the sounds of an indie artist she stumbled upon on YouTube. She’s on her way to meet a restaurant owner who’s interested in displaying her art, a side-passion project, as the main décor.

Strip away the personalities of these brands, and you’re left with similar products that perform almost identically. The brand personality, and the tribe of people who identify with that personality, will often push consumers more toward one brand over the other. 

Performance

Brand performance is where the rubber meets the road, and athletic brands are some of the best examples of how to communicate your product’s superiority in form and function. Under Armour and NOBULL take a vastly different approach. 

Under Armour promotes that “everything here is built to make you better.” They focus on the proprietary technology that represents a competitive advantage for an athlete’s performance.

From their original ColdGear and HeatGear apparel line meant to control body temperature in relation to the outside elements to recovery sleepwear designed to help athletes sleep better and recover faster, you’d think Under Armour was a tech company.

NOBULL, on the other hand, focuses on the athlete who’s wearing their footwear, apparel, and accessories—not the products themselves. They come right out and say, “if you think gimmicks in your shoes makes you a better athlete, NOBULL is not for you.” Quite an approach for a sports performance brand. So how do they represent performance while staying away from gimmicks? They align their product performance with an ownable mentality: hard work is what makes you more competitive. The gear you wear performs with you, but not for you.

Consumers need to feel confident in their purchases, and the story you tell about your brand’s performance is what helps instill the trust that drives them to buy. And sometimes, performance goes beyond specs and product details—particularly in saturated markets.

Do these examples inspire you to refine your brand’s story? Let us help you craft a richer narrative to be reinforced throughout your marketing efforts.

Every successful brand has a story: a narrative that exists in the mind of consumers when they see a brand’s logo, product or offering. It’s the result of deep audience knowledge and insight, smart positioning in the market and a dash of something unique that sets the brand apart from the competition. With careful construction, an effective brand story communicates:

1. Your Purpose (why you do what you do)
   
2. Your Personality (who you are)
   
3. Your Performance (how you do what you do better than the competition)
   

It’s rare for a brand to have a story so well-crafted and consistently reinforced over time that it becomes a key factor in its success. Purpose, personality, and performance are the three legs of the brand story stool: you need to succeed at communicating all three or you’ll find yourself on the floor.

When thinking about the brand story that you want your audience to believe, there are a variety of themes that can come together to form that unique narrative. Let’s take a look at some examples of brands that have excelled in crafting a compelling brand story across each of the “three Ps.”

Purpose 

Thrive Market and Amazon Prime + Whole Foods are two important players in the grocery delivery market. Both brands offer high-quality, organic and non-GMO groceries delivered to your door, but the purpose behind each brand is a key point of differentiation.

Thrive Market’s mission is to make healthy living easy and affordable for everyone. To fulfill this mission, Thrive Market is a paid membership service like Costco in which you get cheaper prices for Whole Foods-quality products. For each membership purchased, a free membership is provided to a low-income family, teacher, veteran or student. 

The Amazon Prime + Whole Foods grocery delivery service takes a different approach to their purpose. On the Whole Foods side of the partnership, their purpose is to seek out the finest natural and organic foods available, maintain strict quality standards and commit to sustainable agriculture. Amazon’s mission is to help people find and discover anything they want to buy online. Together, these two brands provide consumers with the highest quality food through a convenient delivery system. 

It boils to down to improving access to affordable healthy foods (Thrive Market) versus connecting consumers to the highest quality food available in the marketplace (Amazon + Whole Foods). Each brand’s purpose will speak to different types of consumers, ultimately playing a role in purchase decisions.

Personality

Bose and Beats are two of the most recognizable and beloved audio brands. Side-by-side, their product performance scorecards are more alike than different. So, what makes a consumer choose one brand over the other when they’re shopping for a new pair of headphones?

The brand’s personality, and how it jives with their own. 

Think of Bose. Words like tech-savvy, innovative and professional likely come to mind. You have an immediate mental picture of their products, mostly black and grey tones. If Bose was a person, it would be a 40-something business executive riding the Acela from Boston to New York wearing noise-canceling headphones and finishing up a work presentation. The following morning he’ll be up early to run the bleachers at Harvard Stadium, sporting wireless Bose earbuds and enjoying the sound of Classic Rock. 

Now think of Beats. Words like individualism, style, and creator likely come to mind. You’ve spotted the brightly colored headphones bobbing up and down a busy street on the head of someone you just know is a maker of beautiful things (or at the very least has a great appreciation for the makers of beautiful things). If Beats was a person, it would be a 20-something graphic designer riding the subway with headphones that match her unique style, playing the sounds of an indie artist she stumbled upon on YouTube. She’s on her way to meet a restaurant owner who’s interested in displaying her art, a side-passion project, as the main décor.

Strip away the personalities of these brands, and you’re left with similar products that perform almost identically. The brand personality, and the tribe of people who identify with that personality, will often push consumers more toward one brand over the other. 

Performance

Brand performance is where the rubber meets the road, and athletic brands are some of the best examples of how to communicate your product’s superiority in form and function. Under Armour and NOBULL take a vastly different approach. 

Under Armour promotes that “everything here is built to make you better.” They focus on the proprietary technology that represents a competitive advantage for an athlete’s performance.

From their original ColdGear and HeatGear apparel line meant to control body temperature in relation to the outside elements to recovery sleepwear designed to help athletes sleep better and recover faster, you’d think Under Armour was a tech company.

NOBULL, on the other hand, focuses on the athlete who’s wearing their footwear, apparel, and accessories—not the products themselves. They come right out and say, “if you think gimmicks in your shoes makes you a better athlete, NOBULL is not for you.” Quite an approach for a sports performance brand. So how do they represent performance while staying away from gimmicks? They align their product performance with an ownable mentality: hard work is what makes you more competitive. The gear you wear performs with you, but not for you.

Consumers need to feel confident in their purchases, and the story you tell about your brand’s performance is what helps instill the trust that drives them to buy. And sometimes, performance goes beyond specs and product details—particularly in saturated markets.

Do these examples inspire you to refine your brand’s story? Let us help you craft a richer narrative to be reinforced throughout your marketing efforts.

Every successful brand has a story: a narrative that exists in the mind of consumers when they see a brand’s logo, product or offering. It’s the result of deep audience knowledge and insight, smart positioning in the market and a dash of something unique that sets the brand apart from the competition. With careful construction, an effective brand story communicates:

1. Your Purpose (why you do what you do)
   
2. Your Personality (who you are)
   
3. Your Performance (how you do what you do better than the competition)
   

It’s rare for a brand to have a story so well-crafted and consistently reinforced over time that it becomes a key factor in its success. Purpose, personality, and performance are the three legs of the brand story stool: you need to succeed at communicating all three or you’ll find yourself on the floor.

When thinking about the brand story that you want your audience to believe, there are a variety of themes that can come together to form that unique narrative. Let’s take a look at some examples of brands that have excelled in crafting a compelling brand story across each of the “three Ps.”

Purpose 

Thrive Market and Amazon Prime + Whole Foods are two important players in the grocery delivery market. Both brands offer high-quality, organic and non-GMO groceries delivered to your door, but the purpose behind each brand is a key point of differentiation.

Thrive Market’s mission is to make healthy living easy and affordable for everyone. To fulfill this mission, Thrive Market is a paid membership service like Costco in which you get cheaper prices for Whole Foods-quality products. For each membership purchased, a free membership is provided to a low-income family, teacher, veteran or student. 

The Amazon Prime + Whole Foods grocery delivery service takes a different approach to their purpose. On the Whole Foods side of the partnership, their purpose is to seek out the finest natural and organic foods available, maintain strict quality standards and commit to sustainable agriculture. Amazon’s mission is to help people find and discover anything they want to buy online. Together, these two brands provide consumers with the highest quality food through a convenient delivery system. 

It boils to down to improving access to affordable healthy foods (Thrive Market) versus connecting consumers to the highest quality food available in the marketplace (Amazon + Whole Foods). Each brand’s purpose will speak to different types of consumers, ultimately playing a role in purchase decisions.

Personality

Bose and Beats are two of the most recognizable and beloved audio brands. Side-by-side, their product performance scorecards are more alike than different. So, what makes a consumer choose one brand over the other when they’re shopping for a new pair of headphones?

The brand’s personality, and how it jives with their own. 

Think of Bose. Words like tech-savvy, innovative and professional likely come to mind. You have an immediate mental picture of their products, mostly black and grey tones. If Bose was a person, it would be a 40-something business executive riding the Acela from Boston to New York wearing noise-canceling headphones and finishing up a work presentation. The following morning he’ll be up early to run the bleachers at Harvard Stadium, sporting wireless Bose earbuds and enjoying the sound of Classic Rock. 

Now think of Beats. Words like individualism, style, and creator likely come to mind. You’ve spotted the brightly colored headphones bobbing up and down a busy street on the head of someone you just know is a maker of beautiful things (or at the very least has a great appreciation for the makers of beautiful things). If Beats was a person, it would be a 20-something graphic designer riding the subway with headphones that match her unique style, playing the sounds of an indie artist she stumbled upon on YouTube. She’s on her way to meet a restaurant owner who’s interested in displaying her art, a side-passion project, as the main décor.

Strip away the personalities of these brands, and you’re left with similar products that perform almost identically. The brand personality, and the tribe of people who identify with that personality, will often push consumers more toward one brand over the other. 

Performance

Brand performance is where the rubber meets the road, and athletic brands are some of the best examples of how to communicate your product’s superiority in form and function. Under Armour and NOBULL take a vastly different approach. 

Under Armour promotes that “everything here is built to make you better.” They focus on the proprietary technology that represents a competitive advantage for an athlete’s performance.

From their original ColdGear and HeatGear apparel line meant to control body temperature in relation to the outside elements to recovery sleepwear designed to help athletes sleep better and recover faster, you’d think Under Armour was a tech company.

NOBULL, on the other hand, focuses on the athlete who’s wearing their footwear, apparel, and accessories—not the products themselves. They come right out and say, “if you think gimmicks in your shoes makes you a better athlete, NOBULL is not for you.” Quite an approach for a sports performance brand. So how do they represent performance while staying away from gimmicks? They align their product performance with an ownable mentality: hard work is what makes you more competitive. The gear you wear performs with you, but not for you.

Consumers need to feel confident in their purchases, and the story you tell about your brand’s performance is what helps instill the trust that drives them to buy. And sometimes, performance goes beyond specs and product details—particularly in saturated markets.

Do these examples inspire you to refine your brand’s story? Let us help you craft a richer narrative to be reinforced throughout your marketing efforts.

Every successful brand has a story: a narrative that exists in the mind of consumers when they see a brand’s logo, product or offering. It’s the result of deep audience knowledge and insight, smart positioning in the market and a dash of something unique that sets the brand apart from the competition. With careful construction, an effective brand story communicates:

1. Your Purpose (why you do what you do)
   
2. Your Personality (who you are)
   
3. Your Performance (how you do what you do better than the competition)
   

It’s rare for a brand to have a story so well-crafted and consistently reinforced over time that it becomes a key factor in its success. Purpose, personality, and performance are the three legs of the brand story stool: you need to succeed at communicating all three or you’ll find yourself on the floor.

When thinking about the brand story that you want your audience to believe, there are a variety of themes that can come together to form that unique narrative. Let’s take a look at some examples of brands that have excelled in crafting a compelling brand story across each of the “three Ps.”

Purpose 

Thrive Market and Amazon Prime + Whole Foods are two important players in the grocery delivery market. Both brands offer high-quality, organic and non-GMO groceries delivered to your door, but the purpose behind each brand is a key point of differentiation.

Thrive Market’s mission is to make healthy living easy and affordable for everyone. To fulfill this mission, Thrive Market is a paid membership service like Costco in which you get cheaper prices for Whole Foods-quality products. For each membership purchased, a free membership is provided to a low-income family, teacher, veteran or student. 

The Amazon Prime + Whole Foods grocery delivery service takes a different approach to their purpose. On the Whole Foods side of the partnership, their purpose is to seek out the finest natural and organic foods available, maintain strict quality standards and commit to sustainable agriculture. Amazon’s mission is to help people find and discover anything they want to buy online. Together, these two brands provide consumers with the highest quality food through a convenient delivery system. 

It boils to down to improving access to affordable healthy foods (Thrive Market) versus connecting consumers to the highest quality food available in the marketplace (Amazon + Whole Foods). Each brand’s purpose will speak to different types of consumers, ultimately playing a role in purchase decisions.

Personality

Bose and Beats are two of the most recognizable and beloved audio brands. Side-by-side, their product performance scorecards are more alike than different. So, what makes a consumer choose one brand over the other when they’re shopping for a new pair of headphones?

The brand’s personality, and how it jives with their own. 

Think of Bose. Words like tech-savvy, innovative and professional likely come to mind. You have an immediate mental picture of their products, mostly black and grey tones. If Bose was a person, it would be a 40-something business executive riding the Acela from Boston to New York wearing noise-canceling headphones and finishing up a work presentation. The following morning he’ll be up early to run the bleachers at Harvard Stadium, sporting wireless Bose earbuds and enjoying the sound of Classic Rock. 

Now think of Beats. Words like individualism, style, and creator likely come to mind. You’ve spotted the brightly colored headphones bobbing up and down a busy street on the head of someone you just know is a maker of beautiful things (or at the very least has a great appreciation for the makers of beautiful things). If Beats was a person, it would be a 20-something graphic designer riding the subway with headphones that match her unique style, playing the sounds of an indie artist she stumbled upon on YouTube. She’s on her way to meet a restaurant owner who’s interested in displaying her art, a side-passion project, as the main décor.

Strip away the personalities of these brands, and you’re left with similar products that perform almost identically. The brand personality, and the tribe of people who identify with that personality, will often push consumers more toward one brand over the other. 

Performance

Brand performance is where the rubber meets the road, and athletic brands are some of the best examples of how to communicate your product’s superiority in form and function. Under Armour and NOBULL take a vastly different approach. 

Under Armour promotes that “everything here is built to make you better.” They focus on the proprietary technology that represents a competitive advantage for an athlete’s performance.

From their original ColdGear and HeatGear apparel line meant to control body temperature in relation to the outside elements to recovery sleepwear designed to help athletes sleep better and recover faster, you’d think Under Armour was a tech company.

NOBULL, on the other hand, focuses on the athlete who’s wearing their footwear, apparel, and accessories—not the products themselves. They come right out and say, “if you think gimmicks in your shoes makes you a better athlete, NOBULL is not for you.” Quite an approach for a sports performance brand. So how do they represent performance while staying away from gimmicks? They align their product performance with an ownable mentality: hard work is what makes you more competitive. The gear you wear performs with you, but not for you.

Consumers need to feel confident in their purchases, and the story you tell about your brand’s performance is what helps instill the trust that drives them to buy. And sometimes, performance goes beyond specs and product details—particularly in saturated markets.

Do these examples inspire you to refine your brand’s story? Let us help you craft a richer narrative to be reinforced throughout your marketing efforts.

900 Cummings Center
Suite 307-V
Beverly, MA 01915

Directions From Boston

900 Cummings Center
Suite 307-V
Beverly, MA 01915

Directions From Boston

900 Cummings Center
Suite 307-V
Beverly, MA 01915

Directions From Boston

900 Cummings Center
Suite 307-V
Beverly, MA 01915

Directions From Boston

900 Cummings Center
Suite 307-V
Beverly, MA 01915

Directions From Boston

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