We love stories. It is part of what makes us human. Our early ancestors used story-telling to pass on essential information. To keep the next generation safe.
Not surprisingly, branding and story-telling go hand-in-hand.
Brand Creation Stories
Some companies began because of a defining event. Just like Wave Search. A recruitment consultancy named in memory of the devastating 2004 Asian Tsunami, which the directors survived. Incredible brand story.
However, most of the time businesses start because founders see a better, different or new way to solve an old problem.
I didn’t start Recreate Design on the back of a life changing moment. I was frustrated with how I had to design in my role and an opportunity to go on my own came up. That’s not exciting or memorable.
Write For Your Audience
Good news – a thrilling creation or brand story is not a prerequisite for success. I believe that most of your elusive potential customers are much more interested in the daily narrative of how what you are doing is helping or improving things for others. Working out what makes how you do your bit special and how this brings benefit is the best story to tell. That’s a unique contribution and it is a hell of a lot more relevant than that thing your Grandad did back in the day when he started the family business.
As I mentioned, the Recreate Design creation story is forgettable. The stories of what I’m doing to help my clients grow, diversify, improve relationships – I’ve got plenty of those. They have a beginning (client had this communication problem), a middle (we did this) and an end (profits went up etc). No bestseller, but it does get the attention of small business founders who’d like to write the same book!
Epilogue
Id’ leave manufacturing emotional overload for reality TV.
People have less attention-potential than ever before. If you want customers to pay attention to your brand, keep it simple and relevant to the change you can deliver for them. Tell stories, in your own way, about how you work, what you do, who you do it for and why this made a significant difference.
After all, it’s not about you.