The jewelry-for-moms brand Tiny Tags went from a passion project in founder Melissa Clayton’s basement to a multi-million-dollar ecommerce business. On this Fire&Spark Fireside Chat, Melissa joined Fire&Spark’s Dale Bertrand to share how this growth was driven by a digital marketing strategy based around Tiny Tags’ brand purpose of celebrating the challenging journey of motherhood.
If you’re short on time, here’s the Top 5 Takeaways:
1. Strong brand purpose allows you to connect with like-minded influencers free of charge
Actress Meryl Streep wore a Tiny Tags necklace at photo shoots for the New York Times and the Washington Post–not because she had an endorsement deal or her stylist told her to, but because as a mother of four, she connected with Tiny Tags’ brand purpose. Similarly, many smaller bloggers and social media influencers promote Tiny Tags for free because they have a deep connection to the brand.
2. A strong brand purpose allows you to create compelling content that resonates with your customers while contributing to sales growth
Tiny Tags shares real, unfiltered stories from real moms about the challenges they’ve faced on their motherhood journeys, and how those challenges have given their Tiny Tags jewelry special meaning to them. This engaging, inspiring content has fostered a devoted community of moms around the Tiny Tags brand, who share the content with their friends and help grow the brand’s visibility.
3. Saying no to opportunities that don’t align with your brand purpose niche takes discipline, but it makes you more compelling to your target customer
At first, Tiny Tags sold jewelry not just for moms but also for special occasions such as Father’s Day, weddings, and graduation gifts. While trying to be “everything for everyone,” Tiny Tags struggled to find a niche for itself. After Melissa decided to build an authentic brand around her true passion–celebrating the challenging journey of motherhood–a community of moms formed around a brand they could wholly identify with.
4. Fulfilling your “brand promise” generates community goodwill and cost-free content opportunities
On Valentine’s Day, Tiny Tags asked their community of moms to gather their little ones and help distribute Tiny Tags-branded bouquets of flowers at their local assisted living home or senior center. In return, Tiny Tags received not only the satisfaction of giving back to the community, but also tremendous amounts of goodwill and the opportunity to create content around the event online–good publicity without having to pay influencers or give out free product.
5. When it comes to purpose-driven marketing, authenticity is everything
Your brand purpose needs to be something you authentically care about–customers and partners will see through it otherwise. Likewise, seek to work with partners and influencers whose values authentically align with your brand purpose. These are the partners that will work with you out of solidarity with your purpose, not for a price.
Tiny Tags’ success is a triumph of authority-building: their influencer mentions and shareable content generated the engagement signals Google likes to see. To find your brand’s path to authority, schedule an Authority First Discovery Session today!
***A special thanks to Melissa Clayton for making this event successful ***