TLDR: When it comes to organic soaps and personal care products, Dr. Bronner’s is a name that has been around for decades. Founded in the late 1940s, the company has remained relevant through changing trends and consumer preferences thanks to its effective marketing strategy.
So What? In an era where organic and natural products are more popular than ever, Dr. Bronner’s has stayed ahead of the curve despite being founded nearly 70 years ago. There’s a lot we can learn from its marketing strategy, which has undoubtedly contributed to the company’s longevity.
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If you’ve ever been to a health food store, you’ve probably seen the colorful bottles of Dr. Bronner’s soap. Known for its all-natural ingredients and multi-use functionality, Dr. Bronner’s has been a staple in the organic and natural product world for decades.
In recent years, there has been a renewed interest in organic and natural products as consumers have become more aware of the harsh chemicals in many conventional products. This has been a boon for Dr. Bronner’s, which has seen its sales and popularity increase heavily.
That demand isn’t the only factor contributing to Dr. Bronner’s success. Its marketing strategy has also played a big role in keeping it relevant and successful for nearly seven decades. Here’s a closer look at Dr. Bronner’s marketing strategy and what we can learn from it.
Put Ethics First
One thing that sets Dr. Bronner’s apart from other companies is its commitment to ethical practices. From sourcing fair trade ingredients to giving back to communities, Dr. Bronner’s puts its values first into everything it does.
This ethical approach has been a part of Dr. Bronner’s marketing strategy from the very beginning. When Dr. Bronner was selling his soaps door to door in the early days, he often gave them away for free if people couldn’t afford to pay. This act of generosity not only helped win over customers, but also built goodwill and positive word-of-mouth for the brand.
In recent years, Dr. Bronner’s has continued to put its ethics front and center in its marketing. The “Dr. Bronner’s Covid Relief Program” is just one example of this. The company donated 4% of its organic hand sanitizers and four-ounce bottles of pure castile liquid soap to those in need.
If you want to create a brand that will stand the test of time, make sure your marketing strategy is built on a foundation of solid values.
Prioritize the Message, Not the Product
Even those who don’t use Dr. Bronner’s soaps are likely familiar with the company’s famous “All-One!” slogan. This simple, yet effective tagline communicates the brand’s core message of inclusivity and unity, two values that have always been at the heart of Dr. Bronner’s.
While the product itself is important, Dr. Bronner’s has always been more focused on the message it’s trying to communicate with its marketing, which starts with its text-heavy labels.
The labels on Dr. Bronner’s soap bottles are notoriously long, filled with text that espouses the brand’s various ethical values. While this might seem like an odd marketing strategy, it makes a lot of sense.
By filling labels with text, Dr. Bronner’s gets its message across loud and clear. This approach also allows it to connect with customers on a more personal level as its able to share its story and values in a way that is difficult to do with other marketing channels.
Think about the creative ways you can communicate your brand’s message, and don’t be afraid to experiment with unconventional marketing strategies.
Be Transparent
In the organic and natural product world, transparency is key. Consumers want to know where the ingredients in their products come from, and they want to be sure they’re getting what they’re paying for.
Dr. Bronner’s has always been transparent about the sources of its ingredients and the methods it uses to produce soaps, but that isn’t the only way it’s been transparent with customers.
The company is also very open about why it supports certain causes and how it’s working to positively impact the world. For example, Dr. Bronner’s has been vocal about its support for legalizing psilocybin-assisted therapy, and that’s apart from its usual transparency about its worldviews, philosophy, and spiritual practices.
Then, there’s its annual report, which goes into great detail about the company’s financials, social impact, and environmental sustainability efforts. This level of transparency is rare, but it’s something customers have come to expect from the brand.
When you’re developing your marketing strategy, be open and transparent about your brand. The right customers will appreciate your honesty, and this can help you build your tribe of passionate advocates.
Be Consistent
Dr. Bronner’s has been around for over seven decades. In that time, it’s built a strong reputation for being a consistent brand. It’s always stayed true to its values, and it’s never wavered from its mission to promote unity and inclusivity.
Even when it was time for heavy marketing, it didn’t resort to high-budget commercials or celebrity endorsements. Instead, it stuck to its roots and introduced a blog where it could share insights on the issues and policy fights it cared about. The same goes for its social media platforms, which it uses to share updates on its work and the causes it supports.
As you develop your marketing strategy, keep consistency at the forefront. You’ll build a strong foundation for your brand that will last for years to come, and your customers will stay loyal to you.
Be Real: It’s What Your Customers Want
In an era of fake news and “alternative facts,” it’s more important than ever for brands to be real. Consumers crave authenticity.
That’s something Dr. Bronner’s has always been good at. It has a mission, it stands for something, and it’s not afraid to be vocal about issues it cares about. If you want to create a brand that will stand the test of time, you need to dig deep, know what you believe in, and be fearless in your pursuit of it.
At Media Shower, we empower brands to be real. We help them find their voices, tell their stories, and connect with customers on deeper levels. If you’re ready to take your brand further, we can help you get there. Get a free trial today.
