Your brand story
Telling your story
The keystone of building your brand is telling your story. The greatest successes and creations in human history owe their existence to a powerful story, and the greatest idea or product is almost worthless without one.
“As humans we are the product of the stories we tell ourselves – we are fundamentally narrative beings” – Dallas McMillan
Creating the right narrative for your brand is essential – in fact focusing on the story with everything you do is critical. What people care about is people – what happens to them, what motivates them and why they do what they do.
They want to know why you started that company, chose that design, decided offer that service. They want to know how you found your way to where you are and why you believe in what you are telling them. Above all they want to know why other people buy or use your product or listen to what you have to say. A compelling narrative is far more effective at attracting a passionate audience than a list of benefits or a sales pitch can ever be.
Brands as archetypes
The best brands tie into deep human archetypes – a great way to think of this is in the recurring themes across cultures and history.
A familiar example is the hero myth – familiar to many of us via the Star Wars movie franchise.
Dallas McMillan
What is your brand story? Hero vs villian? Voyage of discovery? Rags to riches? Redemption?
Share your story here…
Brenda Tassava
Great message, Dallas! This is the heart of one of my favorite books, “Start With Why” by Simon Sinek. Why do I do what I do everyday? I’m motivated by the impact pets make on people’s lives and I deeply believe that as a consultant, I can have a deeper impact by helping many veterinary practices achieve their goals. My 86 & 88-yr-old grandparents are in wheelchairs, but remain independent and in their home because of a dog named Apple—each and every day revolves around their relationship with their dog, and that’s why I do what I do!
Dallas McMillan
Thanks Brenda, I’ve always been mesmerised by story and its fascinating how the importance of story comes back to you again and again over the years.
In your example – your grandparents – that’s a much more powerful message than “pets can help seniors maintain meaning and independence” would have without the real and personal touch.