How to achieve brand enchantment — the power of the purpose-driven story

For some brands, their communications are welcomed by those they serve. Imagine that for a second. No fighting for attention. No worrying that you’ll be immediately deleted or simply passed over. With these brands, those they hope to serve become fans. Fans who even look forward to their marketing — everything from a commercial to an email.

So what do they have that others don’t?

A story. But not just any story. A purpose-driven story. A story that relates how what they offer or what they do makes a difference. Maybe it’s the difference they make in one single life. Maybe it extends to making a difference in a community. Or maybe it speaks to making a difference in the world.

There are different types of purpose-driven brand stories. But they all have a few things in common. Let’s look at those things.

It’s not about them

Instead of focusing solely on the brand, its products, or its achievements, the story places the emphasis on the customers and prospects. It demonstrates that the brand is focused first on those it hopes to serve.

This comes naturally for brands that have clarified a genuine and meaningful purpose. Purpose is about making a difference. So focusing on others is a…