Branding Lessons From Warby Parker...[PT.2]

Neil Blumenthal: Brand Building Through Narrative & Vulnerability from Piers Fawkes on Vimeo.

Neil continues on in his talk speaking about how his brand went through the process of  prioritizing its marketing based on their customers buying priorities. In so many cases, brands craft messages based on their attempt to try to sell you their product or service, however this model is not effective when dealing with customers that are empowered. Brands that take the time to find out what their customers truly care about will come out on top. 

What do your clients aspire for? What are their dreams and goals? What are their preferences? All these questions began to  point any brand manager in the right direction.

Two unpopular words that Neil used that helps Warby Parker thrive in the marketplace is transparency and vulnerability. The basis of his philosophy in the Warby Parker company culture is the more they share with one another, the more a trust is built with one another. In turn, this level vulnerability helps them build deeper relationships not only within their company, but with their customers.

Another takeaway from the talk is having a clear understanding that there is more than one way to tell your  business story. One of the things that drive the WP brand is their need to discover new ways of telling their story. It is easy to get stuck on a certain method or channel to display your company personality.

Lastly, it is important that your company remains authentic and true to the values that you start off with. Customers are very discerning and can call when a company is selling a bunch of BS.


Click here to read Part 1.