In the midst of many gloomy quarterly results announcements, Cath Kidston’s profits are up a whopping 60 per cent. Her polka-dotted prints seem immune from the downturn.
Her secret? Cath Kidston customers feel they’re
buying first and foremost from a person, giving her
an unbeatable edge over more faceless brands.
Successful brands often have a face behind them. Dyson, Paul Smith, Timpson, Apple, Easyjet... consumers can put a name and face to the brand and can form a relationship with that person.
There’s no restriction on sector. Take vacuum cleaners – you couldn’t get a duller product, but the story of James Dyson is so inspirational that every owner of one of his machines will have heard it.
What would the Body Shop have been without Anita Roddick? Or Virgin Atlantic without Sir Richard?
Small companies in particular often have a great entrepreneurial story to tell. Their founders are usually mavericks with a visible passion for their company and their products. Why not put your founder centre stage in your marketing?
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