(Source: https://pltfrm.com.cn)
Introduction to Brand Origin Stories
Brand origin stories are the foundational narratives that explain how a brand came to be. In China, where consumers value heritage and authenticity, these stories can play a crucial role in building trust and establishing a brand’s identity. They provide insights into a brand’s roots, values, and the inspiration behind its creation.
Historical Roots and Cultural Heritage
For brands with deep historical roots, leveraging these origins can be a powerful storytelling tool. Chinese consumers appreciate brands that have a connection to the country’s rich cultural heritage. For example, the liquor brand Moutai highlights its centuries-old tradition of酿造 (brewing), which is central to its brand story.
Entrepreneurial Journeys
Sharing the entrepreneurial journey of a brand’s founder can create an emotional connection with consumers. The story of overcoming challenges and achieving success resonates with the Chinese audience, who value perseverance and ambition. The story of Alibaba’s founder Jack Ma is a prime example of such an inspiring narrative.
Innovation and Technology
China is a hub of technological innovation, and brands that emphasize their technological origins can attract attention. Brands like Huawei and DJI have built their origin stories around their commitment to innovation and the development of cutting-edge technology, which is a key part of their brand identity.
Social Impact and Responsibility
Brands that highlight their social impact and commitment to responsibility from the outset can resonate with Chinese consumers. Telling a story about how the brand was founded with a mission to make a difference can create a strong connection. For instance, the eco-friendly brand Shan Shui emphasizes its origins in promoting sustainable practices.
Cultural Relevance and Localization
For international brands entering the Chinese market, crafting an origin story that resonates with local culture is essential. Brands must demonstrate their understanding and respect for Chinese values and traditions. For example, Starbucks has tailored its brand story to highlight its appreciation for Chinese tea culture alongside its coffee offerings.
Authenticity and Transparency
Authenticity and transparency are key in brand origin stories, especially in a market like China where consumers are increasingly discerning. Brands should be open about their origins, the inspiration behind their founding, and their journey to date. This honesty helps build trust and credibility with consumers.
Evolution Over Time
Brand origin stories should not be static; they should evolve to reflect the brand’s growth and development. Showcasing how the brand has adapted and grown over time can demonstrate its resilience and commitment to its founding principles. The Chinese automotive brand Geely is an example of a brand that has evolved from a local manufacturer to a global player.
Community and Shared Values
Brands can also focus on the community aspect of their origin stories, highlighting how they were founded with a vision of bringing people together or creating a shared experience. This can be particularly effective for brands that have a strong community focus, such as fitness or lifestyle brands.
Future Aspirations
While origin stories focus on the past, they should also include a brand’s aspirations for the future. Sharing the brand’s vision and goals can inspire consumers and align them with the brand’s journey. The Chinese tech company Tencent often shares its future aspirations in technology and social connectivity as part of its brand narrative.
PLTFRM is an international brand consulting agency that works with companies such as Red, Tiktok, Tmall, Baidu and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries exports in China account for 97% of the total exports in Asia. Contact us and we will help you find the best China e-commerce platform for you. Search pltfrm for a free consultation！
