To build a strong brand with inherent qualities that increase your opportunity to achieve long-term growth, you not only need to define a clear and relevant value proposition. You also need to articulate an authentic and meaningful story that is emotionally laden and forges a bond between the brand and its fans.
Emerging US toy brand GoldieBlox has all those qualities, which has produced immediate results in the marketplace with the brand being on a high-growth journey. Only 6 months after launch, the company was already grossing over $300,000 per month.
In short, GoldieBlox is disrupting the pink aisle in toy stores by offering engineering toys for girls, encompassing a children’s book series and construction toys. The debut product set is GoldieBlox and the Spinning Machine.
Engineers are solving some of the biggest challenges our society faces. At present, they are 89% male. GoldieBlox believes engineers can’t responsibly build our world’s future without the female perspective.
GoldieBlox provides a much-needed female engineer role model who is smart, curious and accessible.
“She has the potential to get girls interested in engineering, develop their spatial skills and build self-confidence in their problem solving abilities. This means that GoldieBlox will nurture a generation of girls who are more confident, courageous and tech-savvy, giving them a real opportunity to contribute to the progress made by engineers in our society.”
Watch the story of GoldieBlox being told by company founder Debbie Sterling in the video below.
This is an emotional and engaging brand story that really captures an unmet need of great magnitude. I’m probably particularly emotionally affected by the story since I’m a father of a 10-month old daughter, who I wish to equip with a wider range of skills beyond the generic gender stereotypes.
Ask yourself, is your brand truly relevant and meaningful to the people you wish to reach? And is there room to inject more emotions into the content and expression of your brand story?