Who built the brand and why? –
Who is the face behind the name? Forty-one percent of millennial women know who founded their favorite brands and 40% follow the founder or a brand affiliate on social media. This creates a sense of connectedness and can significantly improve brand loyalty.
When was it built? –
Older brands will have some longevity and credibility on their side while new brands can grow a support base by telling a compelling story about who they are and what they hope to accomplish.
Where did the dream come from and where was the company first established? –
Place is a strong indicator of identity. A company built in Silicon Valley will have a significantly different feel than a company from New York, just as a business founded in the Desert Southwest is has a distinct image when compared to one established in Georgia or Florida. Was it in a small town or a big city? No place is better than another, but it can help customers relate to a business.