Most organizations tell their brand story like this: “Once upon a time there was a company and it did everything right. The end.”
That is not interesting, but every company continues to tell it again and again. Thank goodness our movies and books are not told by marketing directors or CEOs. I’m a big fan of Donald Miller and his book, “Building a Story Brand.” I’ve not attended one of his seminars, but I’ve read his book and listened to his podcast enough to declare myself an evangelist of his thinking.
His premise is based on the fact that the company or organization is not the hero of the story. You are the guide who helps the hero (the customer) overcome external, internal and philosophical antagonists. That is underselling his teachings, but you’re getting a 1-minute marketer look.
Here’s a nice example of following the story brand idea to tell a simple story on a banner. Starbucks utilizes storytelling in all its branding, but this one really surprised me. Who is the hero? You, because you get a new drink. Who is the antagonist? The company’s 43-year stubborn thinking, believing there was only one kind of espresso. And now, here is a new choice. You win. Blonde Espresso. Everything is right with the world.
A much better story than, “Now introducing Blonde Espresso.” As humans, we love and need the story to connect with the brand. What’s your story?