Behind your products and services, there is a narrative that can help you connect with your customers in a more meaningful way. Stay with me here. We’re not talking about getting all touchy-feely. The fact is that your customers don’t always just buy a product for the product itself. They buy into a brand, a movement, or a story.
What exactly is the key to building an iconic brand? A lot of companies sell sporting goods and athletic wear, so how do the biggest names consistently rise to the top of the category every single year? Nike doesn’t just sell shoes, apparel, and workout gear. Nike sells courage with three simple words, ’Just Do It.’ Granted, they've spent billions of advertising dollars backing the campaign, but they nailed down their mantra in the early days. ‘Just Do It’ pushed generations of pros to their limits and got a legion of weekend warriors to get off the couch and push themselves to achieve fitness goals they never thought possible.
Apple sells devices, content, and packaging as an art form. But that’s not all. Apple sells cool. The kind of cool that has people camping out on sidewalks overnight just to get a chance to purchase the latest, greatest iPhone on the release date.
Starbucks sells coffee, pastries, and snacks. But what they really sell is more of a ritual, a $6.00 pick-me-up from the monotony of the day. They also created and taught us a whole new vocabulary that has become part of our everyday conversations. A lot of speculation and comedy has swirled around Starbucks' unique lingo. Why is a small Tall? Why is a Grande smaller than a Venti? Dawn Pinaud, a business partner of founder Howard Schultz, admits that they just made it all up in a meeting one day!
Tiffany sells class. Tiffany sells the classics like simple yet stunning engagement rings, and if you know who Audrey Hepburn is, then you know the classics sell Tiffany. But what is it that really comes in that signature blue box that sets hearts a-flutter? Romance! Black gloves, blushing starlets, and Bellini’s for breakfast.
Courage, cool, a break from every day, and romance. The most iconic brands all sell something that doesn’t fit in a bag. They sell a story so compelling that customers look for the brand first when searching for products. So, how do business owners—mere mortals without billion-dollar ad budgets—build a memorable narrative?
Defining what sets you apart from the competition can be an eye-opening exercise. So, roll out the whiteboard or just grab a blank sheet of paper and ask yourself some very simple questions, starting with why? Why do you do what you do? And, take ‘to make money’ off the list because that’s a given.
Why? What inspired you to take the entrepreneurial path in the first place? Is it a family business or just a random epiphany after the second glass of wine? Did you invent a new product or just improve an existing one? Is it a secret recipe that is just too good not to share? Every business that has ever existed started out as an idea or a few scribbles on the back of a cocktail napkin. There’s the start of your story.
Did someone push you into action? An action that developed goods and services with a specific need in mind. Whole industries sprung up to meet the needs of consumers looking for answers, goods, and services during the Covid-19 lockdowns. Folks making and selling masks are predicted to generate nearly $50B in revenue by 2025.
New products aren't always developed to satisfy a specific need. Your big idea may have been developed to create a need consumers didn't even know they had. Do we really need another squeaky toy to entertain our pets? Probably not, but maybe you’ve discovered a way to make a chew toy virtually indestructible. Now that would be something!
Maybe, like Nordstrom, your customer service is legendary. But, even if other businesses sell the same products you do, certainly there is something that sets you apart from them. Do you have same-day delivery, free shipping, or a generous return policy? Is your ‘me too’ offering handmade, manufactured, or grown locally? Are you able to offer quality at prices that leave other outlets scratching their heads?
You're doing something right now in your office, production facility, or shop that will give you an edge. Is your company known for its culture, benefits, innovative products, or extra-crispy French fries? Why? Why are you better than the shop down the street? Being able to pinpoint your USP or unique selling proposition will write part of your story.
Of course, the features and benefits of a product are important. Some consumers want all the bells and whistles, while others crave simplicity. In-N-Out Burger makes great burgers. Their menu is simple, with limited items, so they can concentrate on delivering what makes them special. There’s always a line out the door, but the food is worth the wait. Their story is simple. There were never any clowns, promotions, or flashy menu items. The delicious food is definitely worth all the hype, but the story, the family legacy, their level of service, oh and their legendary not-so-secret ‘secret menu’ items has made eating at one of their locations as a must-to experience when in Southern California.
Now, take a look at what you’ve jotted down. What is your story? Most of us won’t hit the billion-dollar ball out of the virtual park, but through authentic storytelling, we can build a fiercely loyal fan base by connecting with our customers in a more meaningful way.
Comments