Think about the last great movie you saw or the best book that you ever read. How did it make you feel? It probably inspired you, elevated you, and maybe even changed your perception of the world.
Why shouldn’t your brand’s story do the same?
People don’t think of themselves as consumers or customers or clients, so why would you talk to yours as if that’s all they are?
Successful brand storytelling isn’t about selling, it’s about connecting. It’s about reaching out to another person and making them understand that you share their values, you support their dreams, and that your brand is aligned not just with what they want to buy but who they think they are or want to be.
You can survive if you just run a business, but you will thrive if you know how to tell your story.
Steve Jobs understood this.
He knew that Apple wasn’t a technology company, it was a lifestyle company.
He didn’t sell computers, he sold an idea that every time you bought one of his products, you were making a statement that said, I’m on the cutting edge and I have style.
Or consider Nike. Lots of companies make sneakers and have celebrity endorsers, so why are they at the top?
Just Do It. The Swoosh. Michael Jordan.
The message is clear. The story is strong. Reebok sells shoes for joggers. Nike sells shoes for champions.
Good companies sell products. Great companies have a story.
Who’s telling yours?