Do you Etsy? I hadn’t until this past week, and man- it’s like a dream ebay. I’ve been browsing it intermittently for the last year or so, but I’ve never gone hunting like I did last week. I happened to come across a set of 4 vintage mathematics flash cards, and a wall hangable paper clip branded by an old advertising agency. Oh wait… losing track of my message. 

A TALE OF A BRAND AMBASSADOR

This story starts with a mailman who knew not that the brown craft paper wrapped package he was handing me would be the ultimate catalyst to my fresh developed outlook on brand marketing, and creating true fans, and potentially a network of dedicated brand ambassadors. Enjoy your day Mr. Mailman! 

So what am I talking about?

I’m talking about a package from an Etsy seller who goes by harmonie_park. Owner Beth sent me these vintage flash cards & this paper clip. The little box that encased these artifacts surrounded by a tight fitting craft paper wrap was the beginning of the experience that the simple package had become. You see- These days online shopping is common practice. The online marketplace is a metropolis of big box retailers, home based sellers, niche shops etc.. There are thousands of sites trying to get you to buy from the moment you arrive- just like a local brick and mortar retailer.

An in store buying experience starts as you walk through the door. From that point on it is in the sellers best interest to make the experience as smooth as possible. The seller’s reputation is on the line until you leave the store. Online shopping is a little different. The seller is being judged, and rated by you as a buyer from the moment you arrive at a website all the way through until the moment the product is in your hands out of the shipping box. Therefore as a seller the entire online shopping experience is one you should take very seriously- especially if you expect repeat business.

Before I continue I should note that this whole piece is entirely my personal opinion. It’s based on my experience with brands, and it is more or less written with the intent to be used for my own reference as I continue to develop my own brand.

Branding & Creating Brand Ambassadors.

I can think of a few brands I’d like to discuss to exemplify great branding and PR, but I’m choosing to apply most focus to Beth of harmonie_park. Beth represents thousands of small niche online stores, and she has proven to me that people love the icing on the cake. No matter what your product turnover and sales volume look like- the ability to share your passion with customers through consistant branding, and transparency can be your most valuable asset.

This is the contents of the package I received from Beth. The bottom two frames of the image show the vintage flash cards, and the paper clip that I bought from her Etsy store. After shipping I had only spent 13 dollars, but the time and care that went into assembling this package to me not only made my day, but it increased my likelihood to buy from Beth again [and it has lead me to write this long winded article]. You can see in the top frames of the photo how carefully Beth considered the assembly of this package. She has branded it on a typewritten tag, and taped a typewritten thank you note to it. All of this is tied together with string, and backed by a priceless vintage playing card that sandwiched two small pieces of paper that may not mean much to you, but to an eccentric Etsy buyer it means everything.

It’s apparent Beth is keen to her demographic with her choice of packaging, and crafty display. A seemingly anonymous online transaction has now become a total experience that I as a buyer will not forget. Beth and those using Etsy and other online marketplaces represent a new wave of ‘Mom&Pop Shoppe’s’. They are the online equivalent to your local general store, barbershop, and shoe store- they are open for conversation, critique and concern & their first priority is your satisfaction. They leave you proud to be a buyer, and if you are like me- you tell all your friends. This free publicity that you are providing the brand makes you not only a fan, but something the PR people call a Brand Ambassador. These people are arguably your most valuable asset. They ask for nothing of you except that you keep being you, and you get an indefinite amount  of free referrals, praise, and publicity. Secretly they all hope for an extra pen, or sticker, or free month of service, what have you, but a good soul would never ask.

An Extra Pen?

We all just want more stuff that has our favourite brand’s logo on it right? How many vehicles do you see driving down the freeway with not only an badge on the rear and front of the car, but also plastered right across the windshield by way of a die-cut vinyl decal.  Like I said- we want people to know we like you. Having an attractive and consistent brand identity is the easiest way to achieve this.

A good brand identity can make everyday items [typically inexpensive] into works of art in the marketing world. Simple items like stationary/note paper, pens/pencils give people something to take to the office, show off or lend to coworkers and friends. Things like stickers, posters, pins, photo cards are great ways to get people posting your stuff out in public. Man, I keep the tags that come with products if they are designed well.

Here are some examples [mostly of stationary] that are incredibly consistent yet diverse, and designed beautifully.

Field Notes Brand often throws in extra pens or pins. Believe it or not there is actually an almost ‘cultish’ following behind their “FN-09 General Purpose Band of Rubber” and things people use them for. This blogger is now recognized by Field Notes as their “Unofficial New England Ambassador”. These are just a couple examples of those who participate in this lucrative network of ‘fans’ who continue stimulating the brands growth. 

✖ Even Beth of harmonie_park sent that vintage playing card and those extra pieces of paper that would be worthless to sell but create that much more of an impression on me when I receive the package.

At this point it’s clear that the tender love and care that you put into your brand is what us as consumers want to see. We want you to share your passion with us by commiting to your branding and give consumers the resources to promote your brand. 

Thanks Beth for the inspiration, and thanks to Field Notes for the notebook and pencil I used to gather my thoughts for this article.