Your brand story is the most powerful way to engage with others. The best marketing is told through stories, stories that connect to our values and emotions and take us on a journey.
It is through stories that we can experience intangible ‘sales benefits’ as real. That is why it is such a powerful way to connect with people.
A good story can turn a commodity into a brand – it can differentiate you from the competition and can make it become a leader.
For example, lets look at the old faithful Nike. Nike is not just a sports shoe manufacturer selling shoes that will give you extra support when you play your favourite game. No Nike is a story about excelling, about winning. Even the name Nike is part of the story – she was the Goddess of Victory in greek mythology. The brand Nike demands of you to Just Do It. Just get out there, overcome your fear, work hard, play hard cos thats how you will WIN.
A strong brand story will filtrate through all marketing communications, and spread virally on its own. Watch this video to see how Nike uses their brand story in the Air Jordan campaign with Michael Jordan:
More on the power of storytelling another day.