What Ice Cream Can Teach You About Building Your Brand
I was arguing with one of my friends on social media about systemic racism. I did a Google search to find some stats and information to enlighten my friend (win our argument) and to my surprise, the first article to come up was from Ben & Jerry’s. I did a double take and thought I must have spelled something wrong. I had not and Ben & Jerry’s Ice Cream had published a lengthy blog called “Systemic Racism is Real”. The article was really well produced with info graphs and lots of links to supporting studies and articles. I was confused and interested.
Why would Ben & Jerry’s have a really detailed article about systemic racism on their website? As I looked through Ben & Jerry’s website, this was only the tip of the iceberg. They have a section on their website called “What’s New”. Sprinkled in amongst ice cream related posts like, “Top 10 Ben & Jerry’s Flavors of 2018” and “10 Flavor Flops that We Still Like to Giggle About”, were blogs called, “How White Privilege Made Ben & Jerry’s Possible” and “Florida Says YES to Second Chances”. Now if you are a Ben & Jerry’s fan, you are not surprised by the company being pro love and social justice (I am more of a Haagen-Dazs guy). The company actually goes way beyond promoting love and kumbaya. Ben & Jerry’s takes a very pro progressive stance and celebrated the midterm election results with, “The 3 Biggest Takeaways from Election Day”.
I hear from my clients all the time that they want everyone to love them- not realistic. Or, they want to connect with young women but don’t want to offend anyone – never happen. Take Nike’s recent ad campaign featuring Colin Kaepernick. Taking a side on a very divisive issue shows what your organization believes in and stands for.
Building a great brand is a pretty simple equation. Know your organization’s values, make sure those values are shared with your target audience and live those values. Having the courage to promote your values and not being scared to offend people- that is the hard part.
Florida Says Yes
3 Biggest Election Takeaways
Top 10 Flavors
Flops We Still Giggle About