Creating a Brand Story That Resonates: Part I

Part 1 in a 3 part series.

I often find it interesting when talking with challenger brands and start-ups when I ask the question “what’s your story?”  I often get the well-rehearsed 30 second elevator speech.  That works for the quick pitch when networking and talking on the phone with investors, but from the consumer standpoint it most-likely isn’t compelling or emotional enough to trigger a second glance.

As consumers one of the primary ways we make sense of this world and our place in it, is through stories.  They capture our attention, change the way we think about the world, and give us hope.  The same is true of brands.  Brands are the stories that connect consumers to the people within the company and they give meaning and purpose to the consumer’s product consideration and purchase.  Stories unite enterprise and consumer and overtime they should grow and change with customer needs and changing markets.  Furthermore, in today’s social media environment stories should engage consumers and promote a two-way dialogue, loyalty, and repetition to increase long-term profitability and growth.

But, what are the elements of a good story?  What if your brand story used some of the same script structure of a successful blockbuster like Braveheart or Titanic ?

We’ll explore more in part II and III