The topic of branding is fascinating and complex, and I love to examine brands that impress me, either positively or negatively so let’s do this Yellowberry Brand Analysis.
One brand that I recently became aware of is Yellowberry Girl’s, a brand aiming to sell young girls their first bras.
I’m not exactly their target demographic as an adult woman without a preteen daughter, but I do have a daughter and work with preteen girls. Here’s what I love about this brand:
The business is beautifully explained on the website.
The founder of the company, in high school herself, created the product after her little sister couldn’t find a bra at the mall that wasn’t some ridiculous push-up, padded affair that was not age-appropriate and was meant expressly to be seductive.
Founder Megan Grassell said in a Fast Company interview that her bras are for girls who in all areas of development need support, not pushing. Clever, and true.
The six slogans of the brand (“Go barefoot”, “Seek and find a hug when you need one”, etc.), were inspired by a third sister who died when she was only five.
I find the concern and centrality of family in the brand very appealing, and I find the young, female entrepreneur inspiring.
It makes me want to share this brand with others, which is just what a good brand should do.
Yellowberry is so very careful to focus their brand on innocent fun and keep it age appropriate.
The models are pictured from the back, and their shopping section pictures only the bras.
There are lots of pictures of girls having fun, sometimes holding the bras or wearing them on their heads!
I would be very happy if marketing bras for adult women was done this way.
It doesn’t suppress or deny sexuality; it communicates, “Hey, I’m a whole interesting, fun person, I’m not defined by what’s in my bra!”
I think we could all use more of that.
The bras come in cute colors with fun coordinating names.
For example, chocolate chip is brown lined with pink, lily pad is a true green, sugar cookie is white lined with tan, lemonade is a happy yellow.
And all in all are just very appealing and look well made.
The Intro to Yellowberry kit with two bras and “Hello Flo” period kit.
These are something I would love to buy my daughter as a rite of passage gift someday.
My own coming of age was horribly awkward and I’m sure it’s because I didn’t have a kit like this. 🙂
Yellowberry has a fun blog that posts interesting content aimed at the girls they make bras for.
But I highly recommend checking out their January 2, 2014 post.
This post provides interesting links to publicity they received in their first year of business.
There’s a lot to learn through those linked articles.
Megan Grassell ran a successful Kickstartr campaign, was willing to be vulnerable and find business advisers.
She made her own prototypes (yay, makers!), and did her own informal early market research.
One line in the post explains exactly why you should take a good look at this brand.
Regardless of your need for undergarments: “Yellowberry does not have a PR agency or a marketing team of any kind.
This has been an organic spiral of press that we are incredibly grateful to have had!”
They’ve started from the ground up, just as many of us have or are trying too, and they’re succeeding! That’s what I call a good brand.
How do you define your business’s brand?