Thinking Big? Successful Brands Are Known for One Simple Thing

A couple of weeks ago, I attended a virtual field trip on how to shape your thoughts through poetry with the Napkin Poetry Review. Not only was it fascinating to learn about the benefits of a poetry habit for business owners like ourselves, but I also discovered a big milestone…

The simple trunk – a utilitarian object evolved into a luxury brand known the world over. Coveted by style-makers everywhere, did you know Mr. Louis Vuitton would be celebrating his 200th birthday this past August?

These trunks were the beginning of his company, founded in Paris in 1854. Now, they represent his legacy.

200 visionaries – artists, activists, scientists, explorers, poets (including the folks at the Napkin Review), and more – received a plain wooden box in the mail and were asked to redefine it. To take the simple trunk, capture Mr. Vuitton’s spirit, and create something that represents the future. 

If you’re curious, explore the collection of projects here.

When you consider the relevant and successful brands of today, they are all known for one simple thing. 

You don’t need to find a big idea – sometimes the smallest of things can transcend what we think is possible.

Louis Vuitton had his trunks. Harley Davidson equals motorcycles. Chick-fil-A is home to the chicken sandwich with two pickles on a toasted bun. Williams Sonoma is the gold standard for kitchenware. They each took one pure idea and got really good at it. But beyond that, they understood that being good at something isn’t enough to stand out. You also have to stand for something.

Harley Davidson stands for freedom and liberation, not conformity. Williams Sonoma and its pineapple brand mark represent hospitality and friendship. Chick-fil-A, with its biblical roots, is creating a culture of care. While Louis Vuitton appeals to refined tastes and is synonymous with elegance and creativity.

When you stand for something you become charismatic to the people that want what you stand for. The most successful brands eliminate competition because there is no substitute. 

So my question to you is what one thing do you want to be known for? If you’re not sure, perhaps my brand style quiz will help you get started. Take the quiz here.