We all want our customers to be enthusiastic about our brands — to connect with us like we’re Apple or Nike. But those brands aren’t just a logo, or even a set of products, they represent a complex set of emotional responses — they tell a story that’s persuasive to their customers. Designing a good product and then understanding the benefits to customers helps Apple and Nike tell compelling stories that create enthusiasm for their brands.
Apple’s Story
Apple’s brand is about good design. When you buy an Apple product, you’re telling the world that good design is important to you (and that you’re cool). Apple’s story is about how much good design is important to them. They carefully design each product so it’s easy to use and it looks good. If you buy Apple, their story is compelling to you.
Telling a Story
Creating brand enthusiasm doesn’t happen just by telling any story. You have to tell YOUR story. And you need to tell the RIGHT story. You need to understand exactly who your customers are and why they should care about your products — what benefits do your products provide? Why should people believe you? What reasons or proof do you have? What’s your voice (passionate, professional, geeky, etc.)? And what’s the main idea or niche that you want people to come away with?
Think in Terms of Ads
Great ads on TV are remembered because they’re funny or emotional, but mostly because they tell a story that people can relate to. When you’re telling your story, think in terms of a great commercial. You only have a few moments to get across your main point and be compelling (but don’t be pushy, that’s just annoying).
Live the Story
A good story becomes part of your company. Your company lives the story and continues to write new chapters. A story will only be compelling if it matches your company and your products. People can sense falseness miles away. Make sure you live whatever story you’re telling.
Brand Enthusiasm
As people learn about your brand and experience your products and services, they will start to trust that your story matches your brand. As more people talk about your brand, more people will decide to experience it. Enthusiasm grows from experience but starts with a compelling and persuasive story.
Thoughts?
(photo by Sarah Worsham)