Humanising A Brand With Visual Storytelling – Sally Paech, Beerenberg

Beerenberg is one of my favourite brands. An Adelaide Hills girl, I grew up with Beerenberg as local produce and their strawberry jam was always a household favourite! They have an authentic and human brand narrative, beautiful premium products, and a whole lot of heart in their family-run business.

This powerful combination has seen them grow from selling strawberry jam at Adelaide’s East End Markets back in the 70’s to international distribution and an engaged online community of 27,000 social media followers today. For Marketing Manager Sally Paech, daughter of Grant who started the business 40 years ago, the business is almost another family member. 

In today’s episode of Be The Drop, Sally talks about the marketing magic of brand storytelling, shares practical examples of how to engage your staff, and recalls fond memories of how it all began... 

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“We’re really proud of our shop staff. They take pride in being relationship builders.”

(Click to share on Facebook.)

Listen to this episode to hear Sally Paech discuss the importance of being faithful to your values, plus the process behind the rebrand of Beerenberg to convey the story of their premium product:

In this episode you will learn:

  • The unique challenges and advantages of family business
  • The value of maintaining key business relationships
  • How to engage your staff in the business with internal communications
  • How to humanise your brand with powerful storytelling
  • The importance of consistency of message

This video was coordinated by Narrative Marketing and created by Peter Drew Arts.

Sally’s interview really illustrates  the impact of visual storytelling. At Beerenberg, their customers feel connected to and send feeback to particular staff members, because they know who they are and they’ve seen their pictures on social media.

Beerenberg is an excellent example of a business that has successfully humanised their brand using the power of story.

At Narrative Marketing, we’re passionate about helping you unlock your storytelling superpower to super-charge your brand storytelling. So keep scrolling to get our free thank you gift for tuning in to this week’s Be The Drop 🙂

“We’re always telling stories and we use real photos of staff to do it. Our customers feel like they know us as people.”

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Cheers for tuning in and listening to Be The Drop. I can’t wait for the next installment to bring you more inspiring people talking about their strategies for connecting with and building a positive community that is motivated to take action. And if you want more behind the scenes stuff and bits not included in the show, head over to our Facebook page, Instagram or Twitter.

Amelia xx

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About the Author: Amelia Veale

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