From our earliest memory, someone close to us has engaged our senses and desires by telling us a story. I would suppose very few people grew up without hearing the opening, “Once upon a time…”, whether at home or at school. Our minds are trained to pay attention to a compelling story line. How many times have you found yourself lost in a terrific book or movie. What was the common denominator? A great story!
The same holds true when a business markets itself…and that holds true for small businesses as well. Too often, the people involved focus only on “the deal”, or how great their product or service is. Of course, a good deal is always important, but at what cost? Have you created a need or desire for your services? Or, the million dollar question…do people like and trust your brand?
“Our time-pressed lives leave us too busy to fully assess whatever it is we want to buy, forcing us to turn to brands we already know and trust,” says David Reibstein, professor of marketing at the University of Pennsylvania’s Wharton School. “That makes building a strong brand increasingly essential.”
Just as we are learning about social media…it is all about engagement with the consumer. Giving your potential customers the ability to peek in and see what you stand for and what your businesses’ interests are begins to build that rapport that can last a lifetime.
For those who can remember, it is similar to when we were kids and we went with dad to the hardware store, or with mom to the grocery store. They knew the people who worked there; it was a sense of trust based on engagement – one on one, face to face.
As legendary sales guru, Jeffery Gitomer, coined, “people do not like to be sold…but they love to buy!” Your company logo, mascot, or any other marketing materials are not your brand. Your brand is your story – and how consistently you tell it to the consumer – that pushes the needle in your favor.
What are your thoughts?
Related articles
- Personify Your Brand to Create Genuine Content (redbricksmedia.com)
- How To Ensure Your Brand Story Stands The Test Of Time (thehartford.com)
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