There are few things that are as mesmerizing as getting to know people and brands who demonstrate true love, passion and dedication for their craft. With great care and minute attention to detail, they are in constant pursuit of perfection. And they are in it for the long run, for the right reasons.
As I worked on the development of the global brand platform and brand strategy for Bentley, I had the opportunity to spend some time in the production facilities at the Bentley Motors headquarters in Crewe, England.
The production of a Bentley vehicle is characterized by genuine craftsmanship – you will find coachbuilders working alongside electronics specialists, paint experts and cabinet makers, coppersmiths alongside trim specialists. The wood and leather used for the interior has to be of the highest quality, hand-selected by the world-class Bentley craftspeople.
Let’s move over from the pinnacle of luxury car craftsmanship to the pinnacle of American denim craftsmanship.
An unassuming warehouse in Oakland, California houses the one-man-show Roy Denim. Cool Hunting put together a beautiful video portraying owner Roy Slaper, whose obsession with making jeans has attracted denim heads everywhere.
I love this guy. His obsessive attention to detail. His eccentric passion for old-school machines. How he organically experiments as he progresses his work. And how the most important why question to him is – “I do it because it’s fun”.
Neither craftsmanship nor authenticity can be something that brands successfully construct. In due time, people will see through it unless your words are demonstrated through your actions.
But many brands can get a lot better at identifying and defining their core – and then articulating a much more relevant and compelling story about who they are, what drives them, what they offer and so on.