By Kelly Valdez On Branding, Marketing Campaigns
Embracing the brand personality and narrative
Let me start with a confession: I’m not exactly the athletic type. Oddly enough, my favorite sunglasses are designed for sporty folks. I found Goodr sunglasses during a trip to the tennis store with my husband. As he talked strings, I gravitated toward a display of brightly colored shades. I left with two pairs and a curiosity about the brand.
Sunglasses, especially for sports, can be expensive and feel sophisticated or exclusive. Goodr challenged this by offering an affordable, stylish, and high-performing alternative. Plus, they’ve done a bang-up job developing their brand personality. Goodr understands their customers, clearly speaks to them, and compels them to buy more sunglasses. And they’ve used this controlled method for almost ten years.
Does the Goodr strategy sound familiar to you? It’s no coincidence that they — and many other brands who communicate well — follow the 4 Cs of Message Strategy. Let’s look at how the Goodr approach could make your brand look good too.
Know who you are and own it
When you read the way Goodr talks about their products, content, and culture — it’s clear who they are and what they stand for.
Source: goodr.com
The Goodr brand voice has a distinct personality. It oozes with playfulness and refuses to take itself too seriously. That lighthearted feel is infused throughout their vibrant designs, whimsical copy, and engaging storytelling.
Speak your customer’s language
Goodr doesn’t bombard you with technical jargon about anti-vibration frames and stay-in-place performance. They keep the message simple: “No slip, no bounce.” Their no-BS approach speaks directly to their customers without unnecessary embellishment.
Source: goodr.com
This tone hits the mark and resonates with their customers. But customers don’t just return for a new pair; they spread the word about Goodr sunglasses. And word-of-mouth advertising influences up to 50% of purchasing decisions.
Tell stories through product names
When you buy a pair of Goodr sunglasses, you don’t buy them in pink. You buy them in “Flamingos on a Booze Cruise.”
Source: goodr.com
This witty, pun-filled approach helps Goodr build a story around every product. People are naturally drawn to stories and more compelled to connect with the products and the persona behind them. Plus, it’s more fun to rock a pair of sunnies called “Hellhound Hallucinations” than “Tortoise Shell.”
Stay the course
Keep your message controlled to build brand trust and identity. This includes picking the right influencers and partners for collaboration.
Source: goodr.com
Goodr authentically promotes a lifestyle of fun. That message is consistent throughout their website, social media, retail space, and everything else they touch. Each channel is an opportunity for customers to deepen their connection with the Goodr community.
What can we learn about message strategy from Goodr?
From playful product names to clear, customer-centric communication, Goodr is an example of brand personality in action. Take a page from their playbook — remember it’s not just about selling a product. It’s about building connections. And having a solid message strategy is one of the best ways to make that happen. That’s what makes a message effective. So, if you’re looking to get more eyes on your brand, get in touch. We’d love to help you tell your business’s story. Until then, cheers to seeing the world through the lens of gooder storytelling, one pair of sunglasses at a time.
Related:
What is message strategy? [Official]
How to make your message clear
How to make your message compelling
How to make your message customer-centric
How to keep your message controlled
What makes a message effective?
