Patagonia’s Brand Resonance

You don’t have to describe yourself as “outdoorsy” to appreciate and respect the incredible brand that Patagonia has created. They exercise mastery throughout every step of the brand resonance model. But the one that sticks out to me the most is at the tip-top of the diagram, resonance.

At this stage, we, as marketers, must focus on the relationship between the brand and the consumer. Here it is where Patagonia marketing geniuses have honed in customer loyalty, attitude, and creating a sense of community.

So, how did they do it?

They focused on their company values and aligned themselves with a customer base that shared the same beliefs. In their case, they position themselves as environmental activists, which is quite complimentary to their product offerings. They unapologetically proclaim, “We’re in business to save our home planet.”

Talk about a rally cry! In making their brand bigger than themselves, they’ve achieved faithful customers, a positive perception of their brand, and a community who wants to lock arms with them to support a great cause.

If you enjoyed reading this, check out this spicy post I wrote about Patagonia back in 2017!

Enjoying the outdoors in Bermuda.