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personal growth, expression

Self-Expressive Brands: Building the Brand By Enabling Customer Self-Expression

Mon, 03/31/2008 - 01:00 — anne


Burgeoning trends in mass customization and do-it-yourself, as well as user-generated content on blogs, YouTube, and social networks, reflect consumers’ growing interest in brands and products that reflect their unique personalities. Here are two examples of companies that leverage consumer interest in brands that enable self-expression.

Scion hopes to attract “younger, stylish drivers”  by hopping on the social network bandwagon with ScionSpeak, a website enabling Scion owners to express themselves by creating their “personal ‘coats of arms’.”

Scion owners can choose from “hundreds of symbols, all designed by a professional graffiti artist,” to create their crest. Then, if they choose, they can pay to have it rendered by an auto-shop.

Self-expression with a generous dose of irreverence is the core equity of Durtbagz ---bags that purchasers can customize with witty sayings masquerading as ‘street signs,' such as “Don’t Drive Durnk.” Website copy informs potential purchasers:

“some bagz are offered in multiple colors, some are not. it's what we've got at the moment. we only print 12 of each sign; WHEN WE'RE OUT, WE'RE OUT. that's how we roll.”

Erin Atherton,  head bag lady and owner of Durtbagz, helpfully points out that Durtbagz bags can be used for overnights, shopping, or to carry around a severed head. The “Just Dust” page offers “all you durtbagz” an opportunity to “speak your minds, assuming you have one.” The Durtbag who posts the best ‘durt’ could win a free Durtbagz bag.

“Durty Laundry” is the company blog where
Erin recounts imagined interviews with celebrities such as Amy Winehouse and Avril Lavigne, as well as the day-to-day challenges of growing her own company. The blog is authentic, funny and down-to-earth, which should resonate with a young target audience and reinforce her brand.

Is the desire for self-expression a core attribute of your target audience? Strengthen your relationship with them by providing opportunities for them to express themselves and make the brand uniquely their own.

Source for ScionSpeak: International Herald Tribune

Divorce360.com

"If it's over---what next?" It's a question the social network, Divorce360 attempts to answer for individuals "contemplating, going through or recovering from divorce and the issues around it - custody, child support, alimony and litigation."  

Divorce360.com

PatientsLikeMe

PatientsLikeMe's website says the community is "patients helping patients live better every day," and is "committed to providing a better, more effective way to capture valuable results and share them with patients, healthcare professionals, and industry organizations that are trying to treat the disease."

PatientsLikeMe.com

Respectance

Respectance is a social network that, according to the company's website, is "dedicated venue for sharing emotions and memories online, unlike all-purpose social networking sites like MySpace or Facebook, that are inappropriate for personalized tributes."

Respectance.com

TeeBeeDee

TeeBeeDee is a social network.  According to the website, TeeBeeDee is "for people over 40 who believe that life is still to be determined. Learn from others, share what you know, and connect with people who want to keep on growing."

TBD.com

PeopleJam

PeopleJam.com is a startup social network. According to the website, the community provides opportunities for members to:

  • Meet others who share your same goals
  • Share stories and get valuable advice
  • Learn from top experts and coaches
  • Have fun and enjoy more of life
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