Who are the people that power your brand?

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Image from Lori Danelle on Instagram of her Paper Cut art
Image from Lori Danelle on Instagram of her Paper Cut art

How Uncommon Goods could power their brand

I got my catalog from Uncommon Goods in the mail this week. They sell “unique and creative gifts.” (Or that’s what they told me they sell anyway.) The catalog opened immediately to the profile of an artist named Lori Danelle. Lori is a paper cut artist and “maker of things.” And Lori is talented.

What they say they do

In the catalog’s introductory letter from Casey McCarthy (the company’s CTO) he says:

…We’ve stayed true to what brought me here – a great team committed to connecting artists with you, our customers. …I hope, that like me, you discover something special for the uncommon people in your life.”

- Casey McCarthy Uncommon Goods, CTO

So there you have it. Uncommon Goods connects us with artists. Except, they’ve missed the single greatest opportunity to do exactly that: connect me with the people who make the art they sell.

What they don’t do

The fact is, that in a digital world you have to do more than SAY you’re connecting me with artists. You actually have to do it.

While the catalog includes nicely written artist profiles it doesn’t really connect me with the artist. I love what Danelle does. I’m mesmerized by her work and I want a personal story to attach to the art I buy.

Why not connect – I mean REALLY connect – me with Danelle? Danelle’s on Twitter. She’s on Instagram. She’s even blogging about Uncommon Goods. She’s also got some nice stuff on Pinterest.

Connecting digital with print

Lori Danelle's profile page from the Uncommon Good's Catalog
Lori Danelle's profile page from the Uncommon Good's catalog

Uncommon Goods’ catalog is a gateway to artists I’ve never heard of. But it’s a superficial one. Shouldn’t you invite me to read Lori’s blog? Interact with her on Twitter? Or see her art on Instagram? I guarantee that when I’m ready to buy I’ll come back to Uncommon Goods and make the purchase. After all, I have you to thank for introducing me to an artist I now have a personal relationship with.

Ask Yourself…

How can you introduce your audience to the people that make your products possible? How can you create a personal relationship between your brand, your employees and the customers you serve?

You need to ask yourself if there’s a disconnect between what you say you do and what you ACTUALLY do. You need to introduce your audience to the people that power your brand.

What if…

What if Uncommon Goods showed the same enthusiasm for sharing their audience as Lori does on her blog?

Please go check out the UncommonGoods’ site, look around, be amazed, and be sure to tell everyone you know! (They even have handy buttons at the bottom of the page to share on Twitter, Facebook & Pinterest — hint, hint. . .)  And while you’re at it, sign up for their catalog. . . you might just see me there as well later this month!

- Lori Danelle’s blog post about her debut on Uncommon Goods.

I’m positive you’d see more customers interacting with artists that drive sales. Which is what both of you want. Isn’t it?

What if you embraced the idea that your website isn’t the center of the web world?

2 Responses to “Who are the people that power your brand?”

  1. Brian Hashemi

    Hi Drew –

    Great suggestions here, thanks. I think you’re right on point. Some of these ideas are things that we’ve discussed and are part of an upcoming redesign of our product pages, and some of this is completely new and really getting me thinking. Regardless, it’s all good advice and I really appreciate the thoughtful analysis.


    Brian Hashemi
    Director of Marketing

    • Drew Davis

      Thanks so much for taking the time to read the post! I really appreciate it.
      So nice to hear that you’re considering a lot of these changes and others.
      Have you considered also implementing the changes in the print catalog?
      thanks again,


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