Take Along, Share and Simplify: Essential Verbs to Enhance Your Brand Strategy in 2015, Part 2
GoPro's founder and CEO, Nicholas Woodman, writes this:
We help people capture and share their lives' most meaningful experiences with others—to celebrate them together. The world's most versatile cameras are what we make. Enabling you to share your life through incredible photos and videos is what we do.
The verb share centers GoPro's brand mission. Woodman elaborates, "Like how a day on the mountain with friends is more meaningful than one spent alone, the sharing of our collective experiences makes our lives more fun." In today's visually dominant world, the products that GoPro creates enhance its customers' experiences and make shareability easier than ever.
As stated on the website: "Our customers include some of the world's most active and passionate people. The volume and quality of their shared GoPro content, coupled with their enthusiasm for our brand, are virally driving awareness and demand for our products."
Does your brand make sharing possible in some easy and virally visual way? How can you differentiate your brand through creative sharing strategies?
In brand building exercises, it is quite common to play with questions like "What if your brand was an automobile ... or a celebrity or a color? What would it be?" Those activities are often thought provoking if most of the conversation centers around the why that particular model/person/hue was chosen.
Along those playful lines, here's another question to ponder: "What if your brand was a magazine ... in this case Real Simple?" Real Simple is one of women's favorite magazines because it truly demystifies almost everything ... from cooking several course holiday dinners to removing wine stains to entertaining outdoors to mentoring. Here's how the brand describes itself:
Real Simple is the everyday essential for today's time-pressured woman, the guide she can trust to make her life a little easier in a world that's more complicated by the minute. With smart strategies, genius shortcuts, and shoppable solutions, we help her simplify, streamline, and beautifully edit her life, armed with calm, confidence—and the power of the right lipstick.
Real Simple's articles are practical and informative and surrounded by lots of white space and often summarized in the back of the physical magazine on perforated tear off cards that their readers can slip in their wallet and take to the store or save in an easy to find manner. Real Simple is part knowledgeable friend, part cheerleader, part organizer and the verb simple is a brand filter for all they do. In our complex, hyper speed, information-overloaded society, Real Simple is an oasis of uncomplicated and straightforward answers.
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.