Make Brand Waves This Summer!
A recent Sperry Top-Sider ad caught my attention with this bite-sized story:
A Man - A Boat - A Dog
A True Story
The seas were rough. A man was tossed about trying to steady his sails and struggled to find sure footing. Paul Sperry almost lost his life that day. He was a lifelong sailor and inventor, driven to perfect a non-slip boat shoe. One day after watching his dog dart effortlessly across the ice, he carved grooves—like those on his dog's paws—into the bottom of a rubber sole. In that moment of inspiration, the legend of Paul Sperry was born.
In five sentences, the brand story of Sperry Top-Sider was succinctly and engagingly told. I believe it also unpacks two important lessons for all brand-builders:
1. What is your brand driven to perfect? A former Sperry Top-Sider ad was headlined with the words: MAKE WAVES. This innovative, problem-solving mindset is part of Sperry's brand DNA and drives all they do. Their "passion for the sea" infuses their brand with a desire to make life better for those who love being near the ocean. Does your brand provide buzz-worthy, practical and useful solutions for your customers?
2. Where do your brand ambassadors—those creating problem-solving products and services—get their inspiration? How much time is dedicated to "moodling" and looking up and outside your industry for creative solutions? A similar story to Paul Sperry's can be told about Martin Keen, founder of the KEEN sandals. After he perfected the design of a practical hybrid sandal and grew KEEN into a significant brand in the outdoor sporting world, he found inspiration for his second company in his barn. A rusted metal stool with a tractor seat became the impetus for his ergonomically designed Locus Seat, marketed as the "the perfect balance between sitting and standing." Rarely is brand inspiration found in a cubicle.
This summer, why not give your brand the gift of spaciousness and see what waves you might make?
Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at email@example.com.