Think about a product or brand that you religiously use. Why do you use it? What makes you repurchase it? What values does that brand hold that make them stand out? Now tell me the story behind that brand. Can you?
A majority of the time we find ourselves repurchasing a product from a brand without really knowing the story behind it.
This past week, our MKTG class focused on brand storytelling and how effective it can be. I found that I engaged more with the commercials and brands that told a heartfelt story about the people behind the brand and what makes it so special. Special enough to relate to, make me want to learn more about and further support if I wasn’t already doing so.
Burt’s Bees are an American based personal care product brand that use all-natural ingredients. They provide skin care products, makeup, baby products and even pet products. As a company they focus on the three P’s: People, Profit, Planet and hope to change the world by setting an example one product at a time.
I love using their products for myself and my pup’s and after this week’s conversation I wanted to learn more about who they are as a company and what story they were able to share. It didn’t take long before I watched a short documentary that encouraged me to smile throughout. Burt’s Bees tells their story a little differently. How? They gave a face to their brand.
The narrative is inspired by Burt, the founder of the company and offers the audience a quick look at Burt’s natural lifestyle. We soon find out that he is simple man, with a quirky, fun-uncle sort of side. He tells us who he is and what he likes. He’s a traveler, a bee-man, a dog lover, an advocate for a rural lifestyle, a retired executive (to which he laughs), but at the end of the day he say’s Burt is Burt. At the end of the story, we are presented with these words: “Walk in the woods, fall in love with a sunset, & see how land is everything. Do it for Burt.” While the music fades, we are faced with his picture, his name, the date he died and the hashtag #BurtLivesOn.
I was emotional. We imagine all these products in our home to be the product of a large corporate company and in some cases that is correct, but Burt’s Bees has a story and man behind it who found pleasure in the simple and natural things that life has to offer.
On YouTube, Burt’s Bees have created a “Burtism” series which also have an emotional story attached to them.
I’m so happy that I was able to focus on this company and learn about a man I wouldnt have known to exist otherwise.
Please watch this short 3-minute documentary and let me know how you feel. Did it do a good job of telling us a story? What aspects stood out to you? Does this story make you want to support the company? Also, let me know if there are any other popular companies that I should look into.
Burt is Burt and I love Burt. RIP.