Manage episode 277762090 series 1250878
How do you create an experience around an all-natural vodka that shows its history and sustainability? Learn to tell a good story.
Belvedere Vodka has long been known for its great quality and super-premium product, but only recently has the company began to focus on its historic roots and sustainable efforts. Sharing the story adds to the experience and helps customers feel more connected to the brand.
Shifting To Storytelling
Instead of simply rattling off talking points and qualities of its all-natural vodka, Belvedere turns to the power of storytelling. As customers are transported to the 110-year-old distillery where the vodka is made and learn the process of turning simple ingredients into amazing spirits, they build a connection with the brand that can’t come in any other way.
Though the shift to storytelling has been in the works for a while, the pandemic has played a role in changing what customers are looking for. According to president and CEO Rodney Williams, luxury products like Belvedere Vodka are now less about exclusivity and more about the values the brand stands for. Customers are now more aware of the power of nature, what they’re eating and where it comes from. The focus on simple, wholesome ingredients is important to them.
Belvedere’s success comes in turning its ingredients into a story. It’s one thing to list all-natural ingredients and say your brand is simple and wholesome—it’s another to show the power of your ingredients and what they can become.
Belvedere’s new campaign, “Made With Nature” showcases the brand’s history of combining simple ingredients from nature into extraordinary vodka.
Belvedere has been sustainable and all-natural since before it was a major issue for consumers. For the past eight years, Belvedere has hosted the Raw Spirits Summit to bring together scientists and farmers to study cutting-edge techniques around sustainable agriculture. The company has been able to build on its past efforts in a time when sustainability is top of mind for many customers.
Williams says “Made With Nature” comes at a time where consumers are increasingly ready to listen to brands that embrace a natural philosophy and are working towards meaningful change. The world cares about sustainability now more than ever before.
Using Stories To Build Experience
To start storytelling, Williams said the company looked at the brand’s DNA and discovered the long commitment to craftsmanship and sustainability. The brand has always been committed to quality and craft, but it hasn’t told the story directly before. Sharing that story resonates with younger consumers, who care about brands that are natural and have solid sustainability credentials.
But sharing a brand story will land flat if it isn’t rooted into authenticity. Just like with their ingredients, customers also want realness in their stories and connections with brands.
In today’s world, stories behind brands are what has lasting value to consumers. Customers are looking to build real relationships with brands and understand where they come from and what makes them tick. Focusing on authentic storytelling allows brands to connect with customers on a new level and build an amazing experience.
Every brand has a story. If told well, that story can create an amazing customer experience. Like Belvedere Vodka shows, communicating your company’s DNA can make for a fascinating story and build a strong experience.
Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. Sign up for her new course here. For regular updates on customer experience, sign up for her weekly newsletter here.