Lessons in Branding from Aunt Shirley
What do you want your customers to remember about your brand? You’d be surprised at how hard it is for many to answer that question. If you’re struggling, let me share a story to help you.
When I was 10, I had the privilege of meeting an extraordinary woman who forever changed my perspective, Dr. Shirley Gale Cross, my great-aunt. During a summer trip with my dad up the east coast, we made a stop in Boston and ventured to a quaint town called East Sandwich, where Aunt Shirley resided.
Aunt Shirley was more than amazing; she was truly awe-inspiring. In an era when women faced immense challenges, she earned her PhD in botany from Radcliffe College in 1939. Together with her husband, she owned and operated cranberry bogs in East Sandwich, while living in one of the ten oldest houses in the United States. Aunt Shirley and her husband, Chester, were pioneers in demonstrating that cranberries did not cause cancer, debunking a harmful myth that tragically hit the cranberry industry hard just before Thanksgiving in 1959.
Aunt Shirley delighted in creating delicacies like seaweed pie and harvesting fresh vegetables from her garden. Her strawberries were some of the sweetest I’ve ever tasted. I instantly formed a deep bond with Aunt Shirley, who inspired me in countless ways. From her scientific expertise and trailblazing path for female scientists to her contributions to the Thornton Burgess Society, she embodied love and nurturing.
The day we left her house, Aunt Shirley handed me a small glass plate engraved with a sprig of rosemary. With a heartfelt voice, she said, “Rosemary is for remembrance, Allyson. It’s so you never forget your time here.” And I never did.
The power of rosemary: A lasting impression
Every encounter with rosemary takes me back to Aunt Shirley. Its aroma and taste evoke her presence, warmth and infectious smile. Rosemary symbolizes peace, contentment, wisdom, and abundant love. Aunt Shirley, a botanist and a branding expert, knew how to leave an indelible mark. Rosemary became the emblem of her brand, etching a memory that will never fade.
Why it matters: Crafting an unforgettable brand involves embracing the essence of rosemary for remembrance in your branding efforts.
A Few Pointers:
- Embrace simplicity: Don’t overcomplicate things. Keep it simple and relatable.
- Weave relatable stories: Share narratives that connect your brand to your customers’ lives.
- Engage emotions: Go beyond functional benefits and tap into the emotional resonance of your product or service.
- Create memorable experiences: Craft multi-sensory brand encounters that stimulate the brain and foster lasting memories.
Tell stories that ignite passion, create sensory experiences that linger in the mind, connect emotionally, speak to the desire for a better experience, and leverage your brand for positive impact.
