Today we are sharing a brand with you that has been the talk of the studio recently – YETI. We had on the blog schedule to feature a brand that we connect with right now, and honestly it would have been super easy to just grab one randomly because these questions are hard for one of such an indecisive nature to answer. But instead I went back into the archives of my mind (of the past week) and thought about recent studio conversations. The one that surfaced – YETI. We all have this beautiful travel mug, and if we don’t we want one. I fall into the don’t have but want one category and find myself jealously staring as my fellow co-workers sip from such a refined yet durable mug. A practical luxury – $30 that we don’t feel bad spending.
To be honest, I didn’t really know much about the brand, so I did some research. This internet browsing had me quite excited because, whenever there is a brand that everyone is grabbing ahold of, you know it has to be telling some sort of story worth looking into.
Okay, so let me take you through the process. I jump on their website…what do you know – THEY SELL BAGS TOO. I am currently overwhelmed, but continue to browse regardless of the new product line I had no idea existed but now want. I jump on to the drink ware shop page. They have big mugs, small mugs, tall mugs, wine mugs and more in a beautiful color assortment. The one that catches my eye, a $19.99 Ramble 10x Lowball. Char has one, and it has been the talk of the town for some time. Do I even dare get the turquoise one. *adds to cart* OH SHOOT. And you can pick the lid too….
Okay enough about the shopping experience, what we all want to know is who they are and why they exist. It is easy to find – just click on the “This is Yeti” tab – and boom – their mission: “build the cooler you’d use every day if it existed.” By golly if they are not doing just that. Pretty sure some of the Char co. gals have said those very words about their super cool travel mugs that you are now looking up…
Something that is part of the core of what we do here is figure out who a brand truly is and what they really care about and communicate it everywhere. On their site, Yeti said that they wanted to build a cooler that “was built for the serious outdoor enthusiast rather than for the mass-discount retailers. One that could take the abuse we knew we’d put it through out in the field and on the water. One that simply wouldn’t break. We decided early on that product innovation would come from necessity and firsthand experience – not from market research and data analysis. Today, YETI products perform when it matters most – whether that be an excursion into the remote Alaskan wilderness, chasing redfish on the Gulf coast, or just getting together with friends in the backyard..”
What is absolutely amazing is that all of their content, imagery, messaging, web, social – all of it – align with their product which aligns with their mission.. The imagery is of outdoor adventures. The messaging speaks to their target audience’s soul with Instagram bio’s that say things like “We make gear that helps you stay out longer, travel farther, and live harder.Share your adventures.” Even their hashtag gets right to the point – “#BuiltForTheWild”
Whether you are a Yeti Fan or not, these guys are doing it right when it comes to brand consistency across every touchpoint.. They made something awesome – something worth using, which means that it is worth talking about. And they made sure that when they talk about it, they represent the brand at its core.
words by hailey – brand strategist