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Rochelle D’Souza

Brand Hero Story–Alex and Ani

In our Brand Story Hero series, we shine a regular spotlight on different brands that we think tell their story well. Here we take a look at Alex and Ani, the jewellery company.

Brand:                       Alex and Ani
Industry:                  Jewellery
Product:                   Bangle bracelets, necklaces, earrings and rings
Founder:                  Carolyn Rafaelian

Year founded:        2004
Mission:                   To design products that adorn the body, enlighten the mind, and
empower the spirit.

 

Their Story

Alex and Ani is an American producer of jewellery that is located in Cranston, Rhode Island. The retail was founded by Carolyn Rafaelian in 2004 and is a combination of the first names of her daughters. Alex and Ani specialise in new age, celestial chic bangles, bracelets, necklaces, earrings and rings. Carolyn learnt the craft as an apprentice to her father and took over what had been her father’s Rhode Island jewellery factory in 1966, to design meaningful, eco-friendly jewellery.

Alex and Ani represent 50 years of RI craftsmanship from design to execution. The company’s products are charged with the love and energy of more than 1,500 employees. The people that make the accessories are fellow community members and their vendors are their neighbours. Furthermore, the company believes that they don’t just make jewellery in Rhode Island, they make a difference in Rhode Island.

In recent years, the lifestyle brand has shaken up the jewellery world has it focuses more on how the accessory makes the wearer feel rather than just how it makes them look. The aim of the brand is to design accessories that will enlighten the mind and empower the spirit. The purpose of the accessories is allow the wearer to effectively express their own individuality.

The first Alex and Ani store opened in Newport in 2009, and in addition to the stand-alone stores, the jewellery was sold across other international departmental stores in America.

In September 2018, the company launched the Liberty Copper Collection, that featured original copper preserved from the centennial restoration of the Statue of Liberty. This collection is particularly close to Carolyn because her family’s story in America started when they came through Ellis Island from Armenia in pursuit of a better life. Her work is a commitment of spreading Lady Liberty’s message of love, light and hope which is at the core of everything she continues to create.

Their Storytelling Lessons:

Lesson #1 Add Positivity Through Charity

Alex and Ani is committed to giving back to society through its “Charity by Design” collection, where it partners with different organisations ranging from health and wellness to empowerment, children’s well-being and saving the planet. Through its “Charity by Design” the company co-creates unique charms that portray the stories of these charities.

Customers can support these charities by purchasing these charms and donating the money towards a good cause.

Lesson #2 Add Personality

Alex and Ani is not your regular jewellery brand, as it allows its customers to choose their charms based on their personality.

All you need to do is take a blueprint personality test on their website by entering in your full name, date of birth, aspirations and the type of energy you would like to be surrounded with. The results then reveal your birthstone stone, zodiac sign and personality number. Hence, customers can wear different charms that display their stories and add to their overall personality.

Lesson #3 Big Time Partnerships

Alex and Ani’s biggest milestones have been its partnerships with companies such as THE United States Army, the National Football League, the Major League Baseball, the National Hockey League, the Olympics and 62 different colleges across the US.

The jewellery company makes all the official jewellery for numerous sports teams and universities. It is also the mastermind behind the jewellery products sold at Walt Disney. By partnering with these companies Alex and Ani is able to tell the stories of these companies while adding a touch of their own story.

Their Storytelling Tools

1) Get Appy

The Alex and Ani mobile app is recognised for its unique blend of content and e-commerce that allows its customers to connect in fun and engaging ways.

The “Inspiration Engine” feature on the app is particularly interesting as it lets customers learn more about themselves with insights from the universe, guidance from ancient symbols and much more.

The app has won Alex and Ani the Content Marketing Award for Best Integration of Mobile Devices in a Content Marketing Program.

2) Get Social

Alex and Ani love to see the different ways that their users style their bangles and charms. Whether it is just a stack wrist of bracelets or a charm paired with their party outfit.

The user then needs to share a photo using the #charmedarms onto Facebook, Twitter or Instagram, and get a chance to be featured on the company’s official website. This allows their users to express their individuality and true expression of positive energy.

Here at All Good Tales, our CEO delivers inspirational keynote addresses to audiences, teaching them how to tell powerful stories. To find out more or to arrange a consultation you can call us on (01) 454 0090. For more information click here.

5 ways to brainstorm ideas that support your brand story

It is a challenge for most brands to find compelling content ideas. It’s hard if you’re a start-up, but particularly harder if you’ve been doing it for a while.

However, there are infinite content ideas that can help tell your brand story, all you need is a little guidance.

Content is the best way to communicate your brand story to your audience, but how do you make sure that your content is engaging and effective? It starts with remembering what your brand story really is.

Basics of Your Brand Story

There are several ways through which you could tell your brand story and many mediums to help you tell it. Whether you’re creating a campaign, an annual report or a social media post what really matters is that you’re allowing people to get to know your brand. 

There are several branches of your brand story, with each helping you connect to your audience in a specific way. These branches include:

  • Who you are
  • What you do
  • Why you do it
  • Who you do it for
  • How you do it  

It is important that when you brainstorm content ideas you consider these five branches, as they will help grow your brand and help it reach its goals. Unfortunately, many brands barely vet their content ideas through this lens.

How to brainstorm ideas?

A cool and creative idea will give your brand that edge, but if it doesn’t fit with your brand story it isn’t the strongest idea. Therefore, it is crucial for brands to brainstorm around those brand story basics. This will help you and your team to narrow your focus and come with better ideas in less time. 

Here are five ways to brainstorm around your brand story that can translate into cool content:

  • Who You Are

Your organisation definitely has a face, as real people work in your office, make your product and run your social media. Giving your brand a face is the best way you can create a connection and show people who you are, what your culture is and what you care about.

This type of content is fun to create because it offers you a chance to work around your brand personality. From behind-the-scenes spotlights to employee showcases and causes your brand cares for. All of this can create some exciting content.

  • What You Do

There are various ways through which you could showcase your product or service, beyond the traditional sales material. When brainstorming ideas don’t just focus on what your product is and what it does but on how it functions in or improves everyday life.

Consider the unique features that are particularly useful and effective. With a little creativity, you can come up with out of the box ideas to showcase your product or service.

  • Who Do You Do It For

Your customers are the heart and soul of your brand. These are the people you are creating the content for, in order to sell your product or service. Therefore, think about what type of content will educate, entertain or inspire them

  • Why You Do It

It doesn’t matter what product or service you deal in. Whether you are a small start-up company or a well-established brand, there’s definitely a reason why you exist. If you’re a home security company you protect people’s property hence giving them peace of mind. If you’re a granola bar company you provide healthy and nutritional treats to people.

Using content to convey your mission is a great way to promote your brand and show people what you really stand for.

  • How You Do It

People just don’t want to know why and what you do but how you do it as well. Brainstorming content ideas that provide visibility into your product and production process can be quite impactful.

Does your brand use unique technology? Are your materials environmentally and sustainably sourced? This type of content educates and provides insight into the way your business is run, hence providing the transparency that people crave.

Here at All Good Tales, our CEO delivers inspirational keynote addresses to audiences, teaching them how to tell powerful stories. To find out more or to arrange a consultation you can call us on (01) 454 0090. For more information click here.

How storytelling can help strengthen your brand

Storytelling is one of the most powerful ways through which you can bring your brand to life. By telling interesting stories through your products and services you can take your target audience on an interactive journey.

To create that connection with your consumers your brand story must be authentic, creative and inspirational.

Stories celebrate our culture and are a testament to the lives we have led. Stories also make messages easier to tell. From childhood through adulthood stories have captivated us by teaching us various life lessons, taking us on exciting journeys, helping us gain knowledge and unleashing our imaginations.

How to tell your brand’s story? 

When you craft your brand’s story, it is crucial that you illustrate the voice of your brand along with what it stands for and why it matters. In order to sell your brand’s story, it must be creative, yet subtle and often indirect.  

When you tell your brand’s story you don’t need to invent one because your company is filled with stories, from your products and services to your mission, vision and values. Even the way you develop solutions and a value proposition is all about stories. It is also possible to turn your achievements into stories that people can relate to or other companies can learn from.

Good storytelling isn’t always about your brand or its products and services. It more than that. It is about emotions, experiences and needs that in relation with what your brand evokes. Furthermore, brand storytelling isn’t a one-off exercise, instead it is a matter of consistency and adaptation to your customers needs.  

In order to be a good storyteller, it is vital that you listen to your audience so that you can understand their desires and concerns, along with their beliefs and attitudes. You must continue listening as your story unfolds so that you can gauge the reactions of your audience. This will certainly determine the way your brand’s story evolves.

The four keys to a good brand story

Just like any story, a captivating brand story must have these acts: setting up the situation, chronicling the conflict and offering a resolution. However, business stories must have a fourth act which is often unique – a call to action.

The desired outcome of your company drives your brand story. Whether it motivates change, encourages the buying of a product or draws people in your store.  

Identifying stories to tell  

The easiest way to identify your brand story is by thinking about how your brand was born, what inspired you to create the company and what is your mission. But in doing all of this, don’t forget the needs of your audience.

While it is important that you tell your own story, it is also advised that you should include your client narratives as these create the largest impact. The customer should be your main character, whereas your company should serve as the supporting character that offers tools that help them create successful solutions.

Your next powerful weapon should be testimonials which prove to be a great way to build customer loyalty. Putting across a customer problem that was solved by your employee will illustrate a positive outcome that will stick with your readers for a long time.

Effective medium for Brand Storytelling

Any medium can be used to tell your brand’s story from blogs to film to print and social channels. But it is important that your story is tailored to fit the medium you choose, as each medium elicits a different reaction from your target audience. However, the key to success is knowing which story best fits which medium. Usually short and snappy stories work best on television and social media platforms, whereas lengthy stories are ideal for blogs.

The rules of storytelling pretty much remain the same when it comes to brand storytelling as well. But remember it all starts with listening and isn’t just about sharing. 

Here at All Good Tales, our CEO delivers inspirational keynote addresses to audiences, teaching them how to tell powerful stories. To find out more or to arrange a consultation you can call us on (01) 454 0090. For more information click here.