I talk a lot about telling your story and letting your audience both get to know you, and to affiliate with your business, based on their resonance with that story. But rarely do we get to see the story so clearly and compelling told as Chipotle just did with their The Scarecrow video! If you haven’t seen it yet, by all means stop here and watch the video — it’s three minutes — but a great three minutes. You’ll be so glad you did.
Did you notice that without a single word being spoken, the story, values, and raison d’être for Chipotle is made clear. This is a bold story, a brave story, and one that Chipotle clearly feels very strongly about. This is a potentially polarizing issue – not everyone will appreciate the message in this video. This is why a target audience is so critical! Chipotle isn’t looking for “everyone” to be their customers, they are looking for individuals who care about the quality and integrity of their food to be their customers. If you don’t care about those things, it’s okay, Chipotle doesn’t need your business. That’s because there are more than enough individuals who do care about the quality and integrity of their food and who passionate in those beliefs. There are also enough individuals who care, “some” about the issue that would periodically make a buy decision for a meal at Chipotle to keep them in business a long, long time.
How’s your brand narrative? Do you have a target audience that you are willing to bet on? If there is work for you to do there, check out my new book, Finding Brand: The Brand Book Tutorial for step by step instructions now to create a strong and powerful brand. Or if you just want to stick your toe in the water, check out the Brand Book Tutorial Series available here, on this blog.
As a consumer, having seen the video, I have to decide where my values around food production lie — and if based on those values, I choose to change my food buying behavior and start (or continue) buying from Chipotle. You have to make the same decision.
So what’s it going to be?