Customer Loyalty Part 9: Brand With a Purpose
They’re like a frustrating older sibling. They get all the attention, and they get away with pretty much everything. They’re incredibly well-liked, and it seems like everyone aspires to be them. (Is it obvious that I’m a middle child?)
Regardless of how you feel about them, Patagonia is one of the most impressive brands out there. Why? Because they do so many things that other brands don’t.
Maybe you’re thinking, “Well, our brand doesn’t sell outdoor adventure apparel, so we don’t really care what Patagonia’s doing.” But if that’s your philosophy, I challenge you to think of it this way: When their polarizing campaigns, beautifully designed catalogs and killer social media efforts drive consumers to drop $800 on a parka, guess who Patagonia is taking attention (and dollars) away from? You.
Patagonia proves that a meaningful mission can make a big difference. And not just for business, but for the world.
Maybe your brand has been in the “We want to be more like Patagonia!” camp before. You hired an agency to whip up an edgy campaign idea or a completely different catalog approach. You loved the work. It was so cool. But before it was all said and done, it was too cool, and you got cold feet. Which is exactly why there’s only one Patagonia. They’re fearless. They’re unapologetic. They’re authentic. They’re all the things that other brands are afraid to be.
But hey, it doesn’t have to stay that way. You can become your very own version of this powerhouse if and when you’re ready to take the plunge. These three strategies, all of which Patagonia executes consistently, will help get you started.
1. STAND FOR SOMETHING“We’re in business to save our home planet.” It’s in big red type on the cover of Patagonia’s 2018 Environmental + Social Initiatives booklet. The printed piece, typically available at Patagonia retail stores, is separate from the brand’s catalog and invites customers to further engage with their sense of purpose.
Patagonia’s name has been synonymous with protecting Mother Earth ever since Yvon Chouinard founded the brand in 1985. Sure, they’ve always sold eco-friendly gear designed for the great outdoors. But alongside all their great photos of mountains and weather-proof jackets, they use environmental awareness strategies at every touchpoint – in print, at their retail stores, on their blog, Instagram and e-commerce site. They even donate 1% of their yearly sales to causes that help preserve and restore the planet. They’re transparent with their actions. They walk the talk. What they stand for comes through in all they do.
Patagonia’s raison d’etre is evolving still. Like any strong brand, Patagonia is incapable of staying stagnant – instead, rising to the call of what the world around them needs. In 2020, the company suspended Facebook and Instagram advertising as part of the “Stop Hate for Profit” campaign, fighting the increase and capitalization of hate speech over social media. In 2021, Patagonia again made headlines for their social activism by pledging $1 million to Black Votes Matter and the New Georgia Project, regarding reformation of voter registration laws.
What Patagonia stands for is no dirty secret. And while standing for something is sometimes polarizing, the receipts show that their philosophy works.
What’s your brand’s reason for being? Are you saying it enough? Is it something consumers care about? Is it genuine? Patagonia proves that a meaningful mission can make a big difference. And not just for business, but for the world.
People don’t like to be sold to, by nature. Too many brands just tell customers to buy, buy, buy. But that’s not what they want to hear. Brands need to recognize that the bottom line doesn’t come first. People come first. It’s called humanity marketing, and no brand does it quite like Patagonia.
In the booklet mentioned above, Patagonia doesn’t sell any product. Instead, the 116-page piece features real stories about real people from around the world who are fighting to protect their own backyards. It’s eye-opening. It’s memorable. It’s one of the best examples of humanity marketing that’s ever been done.
95% of the decisions we make are driven by emotion. Which is why Patagonia uses storytelling in every one of their catalogs. They never use the opening spread to sell you something – they use that important real estate to make you feel something: Inspired to get outside more; encouraged to do something you’ve never done before; or motivated to take better care of our natural resources. Patagonia understands that the best way to get consumers to remember their name and what they sell is to tap into human emotion.
Want to connect with consumers on a more personal level? Tell them your story. What you stand for. Where you came from. What you believe in. It’ll connect with them in an emotional way.
3. TAKE A RISKOn Black Friday 2011, Patagonia printed a full-page ad in The New York Times encouraging readers not to buy their products. Some took “DON’T BUY THIS JACKET” at face value: We all need to reduce our environmental footprint, so stop buying new clothes. Others interpreted it differently: Everyone should buy Patagonia’s well-made, eco-friendly products instead of cheap crap from big-box stores.
Copy at the bottom of the ad promoted Patagonia’s Common Threads Initiative (now called Worn Wear), which encourages customers to get their worn-out Patagonia apparel repaired for free instead of repeatedly buying new stuff. The program gained 13,000 new pledges in the week following the release of the ad, after collecting only 8,000 since it launched in September 2011.
Always doing the same thing and getting the same mediocre results? Take a risk. Try something different. And when it scares you, you’re likely on the right track.
Even more interesting: That year, Patagonia experienced a 30% increase in revenue.
And for those keeping score at home, the brand had something to say to those who criticized their Black Friday efforts: “The message is absolutely sincere. If you don’t agree with what we’re doing and the ad made you angry, then don’t buy from us.”
Patagonia: 1, Haters: 0
When was the last time your brand did something that felt really (or even a little) uncomfortable? Have you been coasting in your comfort zone month after month? Always doing the same thing and getting the same mediocre results? Take a risk. Try something different. And when it scares you, you’re likely on the right track.
So, now you know why you’re not Patagonia. But instead of loathing them, why not work to get on the same level as this well-loved, well-known brand? Take these three strategies for a spin and see what happens. If your boss or co-workers hesitate or ask questions, reply with the wise words of Yvon Chouinard: “We may fail. But we’re going to try.”
Ready to take the Patagonia plunge? So is our creative team. Send us an email at info@jschmid.com and let’s make cool things happen.
Tags: Brand Campaign, brand marketing, branding, Humanity Marketing, Kelsey Finley, Patagonia