Why Every Great Brand Starts with a Great Story
What I love most about marketing is storytelling. I love a good story. A good story not only explains the who, what, when, where, why, and how, but it also makes you feel. Stories build understanding and connection. They help us find the common ground that makes people and ideas relatable. Stories are the bridge between a concept or service and the humanity behind it. Stories seem to make things more real.
As marketers, we often spend a lot of time talking about products or services. However, what people remember isn't just the product itself; but the story behind it. The story creates an emotional connection and keeps people coming back.
What is the Alvin Ailey Dance Theatre without Alvin Ailey’s talent, passion, and legacy? What is Patagonia without its environmental activism and purpose-driven community partnerships? There are so many great nonprofits and companies with strong foundations built on the stories of their founding, their mission, and their purpose.
Consider these other organizations:
Museum of Modern Art- One of America's oldest museums dedicated to showcasing and interpreting modern art, an avant-garde, abstract, experimental, and sometimes controversial art form. MoMA has made a name for itself as one of the world's leading institutions by sharing and teaching the stories behind this complex and beautiful art.
Apollo Theatre - Has built its 90-year legacy around serving as a catalyst for Black American artists and performers. The organization's story celebrates its rich history while also welcoming the next generation of emerging artists and students through a variety of programs.
Ben & Jerry's - A brand that works hard to stay true to its values and tells that story through inventive flavors, social advocacy, and environmental activism.
PETA- Whether you agree with its tactics or not, PETA is a nonprofit that is very good at sharing stories, stories intended to inspire strong emotions, action, and change.
Stories help bridge the gap between the value of a product or service and the relationship people build with it. Features and benefits might capture someone's attention, but stories create connection. They give people something to believe in, something to remember, and ultimately, something they want to be a part of. That's what transforms an organization from simply being known into being loved.
Every organization has a story. The challenge is not whether you have one; it's whether you're telling it. Here are some questions to consider to help you evaluate your own brand story.
What story are you really telling? Is your brand communicating more than just what you do?
Is there a founding story that deserves to be shared more often?
What values guide your work?
What impact are you making? Are you sharing stories that demonstrate the difference your organization is making in the lives of others?
Is your audience part of the story? Great brands don't just tell their own story, they help their audience see themselves in it.
What do you want to be remembered for? What is your legacy?
Is your story consistent? Does your messaging tell the same story across your website, email, social media, advertising, and in-person experiences?
I couldn’t help myself. Saw this image and had to post it. You’re welcome!