The heart of the product is Storytelling– for Allegiance that story is the American Story!

We each have our own verse within the story woven through every part of the story, the key is integrity!

Two components

1. Market Gap Identification

2. Tone of Voice

Market Gap Identification:

They are in an industry that just sells a product-the American flag. Most sold from manufacture to big boxes- Amazon, Lowes, WalMart, Home Depot- the company may be in USA but is irrelevant in their messages.

For Allegiance it is different – the story is the heart of the message. It becomes about selling their purpose, it becomes about the company – white glove treatment, military spouses, what happened on this day in history, patriotic without politics, American made through every step of creation and distribution, jobs created – the whole picture -differentiate and sell the more than just a product.

Integrity– is a core value- that endures as they create “lifetime customers.”

Commitment to authenticity – Staying true to integrity – Not becoming political – Confidently not taking sides – Patriotic without being political – Goal

Tone of voice:

A) Two-fold-how they tell their story-internally and externally:

1)Internally – military spouses, American jobs, buying from your neighbor

2)Externally – knowing the customer they are selling to and targeting through e-commerce – messaging: nostalgia, timeless conversation, ELEVATED GRIT, strong American tone

B) Know your customer type – Strong American tone – for example Coach Taylor in Friday Night Lights – this allows them to focus with a clear message- identify and speak to their avatar

C) Integrity through branding on digital marketing – tailor for impact -use the tone to speak to the customer – then expand – Coach Taylor, Coach Taylor’s wife, kids, tweak the tone to each – get inside the head of different customers

Strategic Message:

via direct to consumer, email – more than just social media….

**Social media is the window to the store – but it is not just what is selling the product – it is simply what draws the target customer in to the story

Excellent discussion on staying on target and selling lifestyle, concept, story – and the product sales follow as a result.