Spoiler alert: The best brands DON’T sell the best products
If there’s only one thing you need to know as a business owner, let it be this:
The best brands don’t sell the best products. The best brands sell the best stories.
Now, I know what you’re thinking:
“But what about the brands that have amazing products. I would buy those even if they didn’t have a great story!”
And sure, I’m not saying these brands won’t make any sales. In fact, they might make a ton.
But when it comes down to it, when you think in terms of years and decades, not just months…
An average product with an excellent story will always beat an excellent product with an average story.
If you want to create a brand worth remembering, you have to tell a story worth sharing.
Why Does Brand Storytelling Matter?
Think about it, there are millions of clothing brands out there in the world.
And what do all those clothing brands have in common? They sell the exact same thing.
Hoodies, shirts, shoes… you name it.
So if you want to stand out in the world of online business, you have to be different.
The reality is, anyone can sell the exact same thing as you. They can replicate your designs and steal your business blueprint down to the nitty gritty details.
But you know what they can’t replicate? Your brand story.
Sharing your brand story will lead to:
- Increased customer recommendations
- Higher likelihood of remembering your brand
- Perceived greater value of your products and brand
And above anything else?
A deeper connection with your audience and a greater ability to stand out in a world of copycats.
So if you want to learn to tell your story and create a brand worth remembering, here are 7 things you must know:
1.) What’s Your Why?
Before starting anything, you need to understand why you’re doing what you’re doing.
This will give you a roadmap of where to take your brand and how you’ll get there.
And it’s especially important when the going gets tough and you feel like giving up (trust me, there will be plenty of times like these).
To get a better idea of where you want to take your brand and how you can stand out from the rest, ask yourself the following questions:
- Why do I want to tell my story?
- Why do others need to hear it?
- Why is it important?
A strong “why” is the foundation of any great brand and story.
Without it, you won’t get far.
2.) The Best Brands Sell an Idea
Nike doesn’t just sell shoes or athletic apparel. They sell a transformation in your health journey. They sell you the idea that anyone can become great.
Just Do It.
Apple doesn’t just sell a phone. They sell simplicity and the idea that anyone can create something amazing.
Think Different.
Netflix doesn’t just sell movies. They sell a relaxing evening and the idea that endless options of entertainment can be accessible at the click of a button.
Netflix and Chill (or something along those lines).
You see, the best brands don’t sell the best products. The best brands sell the best ideas.
3. Authenticity Builds Trust
Sure, your audience wants to hear about your highlights and your proudest moments as a brand.
But you know what they also want to hear about?
Your lows. Your losses. Your mistakes.
When telling your brand story, it’s important to share everything. And yes, I mean eeeeverything.
The comeback story. The underdog story. The moment when you were at your lowest and somehow fought your way back to the top.
Why?
Because being vulnerable and authentic is relatable. We often relate more to the lows because we all know what it’s like to feel down or face a difficult challenge.
But we don’t all know what it’s like to make a million dollars or win a gold medal in the Olympics.
Share the behind the scenes of your brand to make your audience feel like they’re part of the brand itself.
Transparency and authenticity build trust.
4. Trust Creates Loyal Customers
And transparency and trust turn fans into customers.
Here’s the thing… people only buy from brands they trust.
It’s the reason you see an old website that looks like it was built in the age of dinosaurs and immediately exit your browser, even if it actually is a reputable site.
“This looks ancient, I don’t trust it” (you can’t tell me you haven’t had this exact thought before).
It’s also the reason you buy from a brand you’ve never heard of when your friend tells you about it.
Because you trust your friend. You trust the person who referred you to the brand.
Be authentic to build trust. Build trust to turn fans into customers.
5. Emotional Stories Win
Look, we’re all human. And we all want to feel something.
It’s the reason I listen to sad music when I’m not even sad (whoops, guess the secret’s out).
We remember emotional stories a heck of a lot more than we remember blah stories.
Why? Because they play into human nature. Because they make us feel something.
We all have emotions (unless you’re a sociopath, I suppose). And we all want to connect with others. Emotional stories are how we do just that.
Excitement, curiosity, joy, sorrow, happiness, sadness. Whatever it is, be sure to leverage emotions in your story.
It’s hard to forget a story that moves you.
6. Every Story is a Hero’s Journey
Okay, okay, this might not always be true in typical storytelling.
But when it comes to telling your brand story, you can bet your bottom dollar it’s a hero’s journey.
And I bet you can guess who the hero of the story is (no, it’s not you).
It’s your customer.
Here’s the thing, your customer faces a problem. And that problem is the big, bad villain of the story.
You and your products are the guide that help your customer defeat the villain.
And as for your customer? Well, they’re the hero of the story who actually takes down the villain and achieves their goals.
Makes sense, right?
If you’re able to paint your customer as the hero of your story, you’re on your way to creating a loyal customer for life, a brand worth sharing, and a solution worth telling the world about.
7. Be Yourself
If you want to create a brand worth sharing, you’ve gotta be yourself.
Yeah, yeah, I know. It’s cliché as hell.
But it’s also effective as hell.
The thing is, there are tons of brands exactly like yours. Brands selling the same products with similar ideas behind them.
So why would someone buy from you over someone else?
Because of your personality.
Don’t be afraid to share your personality and be your true, authentic self (does that give too much Pinterest vibes?).
After all, people want to connect with the person behind the logo.
Sure, being yourself might detract some people from your brand. But that’s a good thing.
The people who hate it weren’t going to buy from you in the first place.
But the people who love it? They’ll become your loyal brand advocates until the day they die.
Being yourself will help you stand out in a crowded sea of competition.
Remember, if you want to create a brand worth remembering, you have to tell a story worth sharing.
“The most powerful person in the world is the storyteller.”
But the people who love it? They’ll become your loyal brand advocates until the day they die
