If you’re looking to jumpstart your effort to unify and hone your brand story, this one question is the place to start. Ask, “What story will our avid fans tell?
The story you want them to tell
It’s not unusual that we imagine our customers telling glowing tales of us and what we offer. We can even imagine them detailing our features with exceptional detail.
“The new XYZ couplers not only are durable but meet the most exacting standards for performance and reliability!”
We can hear them giving their personal approval and hearty recommendation while also finding time to work in how we have been serving customers for decades and mentioning our industry-leading accolades — listing them chronologically and highlighting the significance of each.
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The story they may tell (if you’re lucky)
So the story our customers tell is slightly different. Okay. It’s really different.
First of all, it’s rare that they will remember our features, history, and accolades. Even if they did, do we think they would be able to recite a litany of our attributes in polite conversation? Not likely. Unless, of course, that…
