Create A Story, Not A Brand

I have said many times, I would hope that all the very talented marketing people in the world would come up with a better adjective than the word brand.

For me, brand sounds like bland, and we all know what image that creates. That is why when you start your business or are looking to re-evaluate you should look to tell your true story.

My favourite stories always start with once upon a time and end happily every after. If this were the primary story line of your business, then relevant success would follow.

With the entire brand building efforts, your goal is to surround your audience with brand experiences, including stories. So they can select how they want to interact with your brand. Give them multiple ways to enjoy brand stories, and you, as marketer will find yourself moving closer to achieve your brand marketing goals

Think of Nike’s brand “just do it’ is for all those people who wake up in the morning thinking should I go for a run or not. Base your story on your personality, but it has to be authentic, so when they come into contact with your touch points, they feel the story.

Finally, think about why the Apple IPod did so well against other competitors in the early days.

Other competitors describe their products by gigabits; get your 2gb iPod today. Whereas Apple told the story and said have a thousand songs in your pocket. Which one would you buy?

So sit back, relax and think of your story.

The story of your business is more than just words an about section or a bio.

Your story isn’t your promotional literature you populate a website or brochure.

Your story should be a form of words that resonate with your customer that tells them of your beliefs and what you stand for. People like to do business with people they know, but they love to do business with people they trust. Service, Trust, and Loyalty are three essential elements to success, and your brand story should build and drive these values home.

Here are my five steps to a good story.

1. Tell The Truth

2. Be Consistent With Your Story

3. Create A Story That Builds Relationships

4. Create A Natural Story Line

5. Don’t Give It All Away

Over the coming weeks, I will be creating online business courses, and this will form a particular class on branding?

Click here if you would like to register and keep up to date with all the latest course information.