Asking this question is where our powerful brand story begins. Because it gives us the mojo to earn our way into our customers’ personal conversations. It's where our story becomes their story.
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Being special is not defined by what you do. It is defined by what you do for those you hope to serve. Embrace that and you will transform your brand story.
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Having a purpose - or Big Audacious Meaning - makes a brand exceptional. It transforms the conversation you have with those you hope to serve. Even when it never enters the conversation.
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Our brand story can no longer start with what we do or how we do it. Instead we need to think about what we will help someone do or become. We need to think about the difference we can make for them. Leading with that changes everything.
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We have the power to transform our brand. To reach beyond the most base needs to serve a more powerful yearning that we all feel, but too many brands leave unaddressed.
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People are waiting to buy into your purpose-driven brand story. They want something with meaning. Something uniquely enduring. When they find it, they will celebrate and share it. Because they have found something that makes them feel like their dollars are doing more than buying goods and services.
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There is so much to think about as we craft our brand messages. These 3 simple questions can bring a surprising clarity to our efforts. A clarity that can change everything.
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If we reorient our brand to this way of thinking, we will transform our story. But more importantly, we may just find we have the opportunity to transform a life.
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Fear isn't going away anytime soon. It's too easy. And that may be the most insidious thing about it. Because that will keep us from reaching the potential that our brand holds. If we want to take our brand story to new levels, then we must make it fear less.
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The combination of story formulas changes from brand to brand. What doesn't change is that there are always these three elements. If we define those elements, it will put us well on our way to knowing what brand story to tell.
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Our prospects' story has a villain. And they are looking for someone to help them vanquish this ne'er-do-well that stands between them and their dream.
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Your brand story can be an invaluable asset, helping you do some pretty amazing things. It’s time to know that story with unwavering certainty.
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Storytelling is still incredibly powerful. Anybody who says otherwise doesn’t know how to do it effectively, or is just trying to get a rise out of you.
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What's your company's passion? That creates a way more compelling story than any mission ever could.
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We need to tell prospects more than what we are. We need to tell them why we matter in their lives. That is at the heart of your brand story.
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