Make Your Brand Blossom
Here's how Proven Winners describes its unique point of differentiation:
Proven Winners partners with the top plant breeders around the world to ensure our varieties are vigorous, healthy, vibrant, and unique. Once a Proven Winners plant makes it to your house, you'll fall in love. Proven Winners plants are:
- Easy to grow and care for
- Covered with blooms
- Bright and colorful
- All-season bloomers
- Disease free
- Trialed and tested
Meanwhile, these full page ads and product adjectives tell Proven Winners' story succinctly and engagingly and direct customers to their site for more information and a free gardening guide. This spot-on, brand enhancing campaign makes its brand blossom.
Using this example as a creative springboard for your brand, how can Proven Winners inspire you and your team to "storysell" your products in a new, unusual and humdinger way?
Here are a few inspirational seeds to prompt internal conversations amongst your brand builders and product developers:
- Can you easily identify your company's top 10 "proven winners" and what your customers love about them?
- What playful titles might you assign them?
- What specific problems do these products solve?
- How do these products erase or alleviate these pain points in your customers' lives?
- In what areas of your competitive landscape do they help your brand overachieve?
Take some time this season to cultivate new ways to make your brand blossom.
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.