Every company is trying to tell a better story today about its business. Why? Because storytelling is the best differentiation any of us has!
And that story has to include the stories our customers and communities tell; actually, those are the most important stories in any storytelling strategy.
So how do you tell a better brand story? By romancing your customer. What does that mean? Read on!
How to Tell Your Brand Story: A Case Study
Stanford Graduate School of Business (GSB) published a great piece on this topic last year that remains highly relevant to the way consumers learn about new products and services: from each other.
Entrepreneur Alyssa Rap, founder of Bottlenotes, had to change her plan when the company experienced a financial crisis after 2008. She originally intended to sell beer and wine to consumers. Things changed; and so did her business model. And for the better. Now she sells to partners including vintners, OpenTable and other places. She says selling to a whole new generation of wine enthusiasts requires a different approach. And that means storytelling in a new way.
Romance Your Customer
If you are selling a luxury brand, Rapp says, you need to provide learning and guidance. That means romancing and educating your audience. That means a story around the power of the brand, great content, and building community. It involves ongoing education and suggestions around what else they may want to buy.
Rapp makes a really powerful point about community – especially with luxury and aspirational brands. Self-identity is the key to community and creating events that foster community around a brand, lifestyle and community interests strengthens the loyalty to a particular brand. One example that everyone loves is Harley-Davidson. They have built community by bringing advocates together for offline, face-to-face events. That is powerful.
Part storytelling, part content, and part community, how to tell your brand story more effectively involves romancing your customer.