I’ve been working on the business behind the scenes for a few months now. I’m beginning to think maybe it’s like painting the Forth Bridge, you’re never really done with honing your message and seeing ways you can help your ideal customers.
One of the exercises I did this week was looking at brands I love and how their stories feed into mine. I confess I wasn’t too into the idea when I started. I don’t see myself as being someone particularly into brands. But then I took a step back and thought: hold on a minute, there are some places I always shop:
- John Lewis (the one in Cambridge is HUGE)
- White Stuff
- I’ve been wearing DMs since I was in my teens.
- Bookshops (obviously)
What do I think of when I see these brands? Quality but more importantly an opportunity for self-expression. They are playful, rebellious (yes I said John Lewis and rebellious, it’s a worker co-operative), and you can be yourself. I don’t feel like I need to be a member of a particular ‘crowd’ when I’m in any of these places or enjoying something I’ve bought from them. They also have a social conscience.
These are my current DMs. Aren’t they great? I always feel confident when I wear them. I’ve written before about enclothed cognition and the things we do to project an image to the world. These boots make me smile everywhere I go.
My secondary school uniform was brown. I hated it. One of my favourite things in the world is socks. I am always happy with socks with a funky design on them. My children bought me a set for my birthday last week with little motifs of woodland creatures on. They are so cute! (My children and my socks.) I was at school back when The Sock Shop was a high street chain (remember that?) They had a store at Victoria Station and I would go there whenever I went to London on the train. They sold every design of sock possible. (The weirdest ones I ever bought were croché. They’re not comfortable.) My teachers always tutted when they saw my brightly patterned socks. You were supposed to conform. Regulation skirt length (not that I ever wore a skirt to school), regulation jumper. Wearing my lovely multicoloured socks was the only way to stand out in a sea of brown.
I feel like I’m expressing myself whenever I shop in John Lewis, White Stuff or choose a new set of DMs. Buying books is always an act of self-expression. It’s impossible not to wear your heart on your sleeve when you’re in a bookshop. You give your inner self away immediately!
Quality, playfulness, self-expression, and social conscience are all key aspects of my brand and I’m going to be working on how I embody those in The Story Cave in the coming weeks.
What stories do you want your customers to share with you? Let me know in the comments.