How Writing A Brand Story Helps Meal Delivery Owners Win
Consumer brands that nail their brand story often win.
In my work at Bottle, I spend time helping consumer brands setup online stores, subscriptions and grow their customer list. I’ve noticed that the best brands, those that use Bottle and those that are household names, generally win because of their brand story and delivering on their brand promise.
If I were starting a brand today, I’d first focus on my brand story. What do I want the consumer to know about me that stands apart from other brands? One of my favorite brands on Bottle is Rebel Bread. Zach, the founder, “believes that food can (and should) tell the story of who we are. He is dedicated to challenging our relationship with food—one community, conversation, and loaf of bread at a time.” Here’s the story he ascribes to one of my favorite loaves, the nonna G:
The nonna G is our roasted garlic herb sourdough that was named after my nonna and meant to taste like how her kitchen smelled when she was cooking in it—with roasted garlic, fresh rosemary and sage, and extra salt and pepper. I love that there’s a story behind it, but if you didn’t know any of that, it’s just an excellent herb loaf that you can dip in olive oil or make sandwiches with or just snack on.
Another brand that is absolutely dialed on their brand story is Sabah. Will turned me on to them, and they are my favorite shoes by a long shot, getting more worn in and comfortable daily. The craftsmen ethos of the brand and the quality of the product provides an attractive brand story and a delivered brand promise.
The second factor I’d focus on is brand promise, as Shegun describes it, “your offer is the brand promise, guarantee, and value you present to your customer. With almost every campaign, email, ad, and content you create, you need to be clear these three components are represented in the campaign journey from beginning to end.”
MUD\WTR is a great example of a company that tells a compelling brand story [f*ck coffee] and fulfills their brand promise of a unique coffee alternative. What I love about their brand story is that it is multi-faceted. First and foremost, this is a coffee alternative, but secondarily this is a company that has a mission of improving mental health through psychedelics. Each of their touch points, specifically email and their great podcast, hits both facets of their story and emphasizes how they deliver on their brand promise.
If you’re running a brand or thinking about starting a consumer brand, consider how you can improve your brand story and more effectively deliver on your brand promise.