In the past, those your hope to serve would get to the end of the brand story and begin to see how the brand could enhance in their lives. They would begin to see the ‘what’s in it for me’ proposition. This is how branding operated for years.
But then, purpose became a thing. And with it came the realization that epic brand stories don’t end with the ‘what’s in it for me’ proposition. Epic brand stories go one step further and illustrate the ‘what’s in it for us’. In other words, the greater good that spreads out into the world when you engage with the brand.
Going that extra step
When you go from ‘what’s in it for me’ to ‘what’s in it for us’, you connect with your prospects’ desire to be part of something larger than themselves. This is not at the expense of the ‘what’s in it for me’. After all, self-preservation is a powerful driver. Rather, it is showing them that there is more associated with your brand. It’s giving them that opportunity to feel that larger connection. Something that they rarely get to feel. Something that creates a powerful tug for all of us.
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Achieving the ‘what’s in it for us’ requires clarifying how your brand makes a difference in a life, a community, or even the world. This is…
