At Perfect Six, every day we work with GREAT brands with AMAZING products. We could spend all day waxing poetic about the THINGS they make. But in today’s market, which is inundated with PRODUCTS, people quickly become immune to hearing about STUFF. They tune out the noise, focusing only on the things that truly resonate with their lives. What has become important is not the STUFF we are selling, but the STORY we tell. Our brand story must resonate with our target customer to keep us top of mind amidst all the noise in the marketplace.
Everywhere you look – brands are selling moments. They are building a story that makes them integral to their customer’s lives. Coca Cola invites you to “Open Happiness”. Keen brilliantly inspires customers to “Live Monumental” and protect the natural outdoor places where people play. And how can we forget the State Farm promise - “Like A Good Neighbor State Farm Is There” – the ultimate commitment to a consumer’s life.
So I ask you – what is your brand story? How are you weaving that story into your marketing? Brands are as much about experiences as they are about products, so what are you telling customers about how your products will fit into the experiences of their lives?
Let’s look at financial advising as an example of the way a brand can build a brand story. Selling financial products can be challenging, and trying to help consumers understand the ins and outs of IRA investing, long term disability coverage and 401(k)s can be uninteresting to the financially uneducated. But if we apply those products to moments in their lives, weaving a story about achieving the retirement of their dreams with sound investments, or buying life insurance to guarantee that their children graduate college even after they pass on - suddenly, you’ve created a story about how your brand fits into their lives. With a simple adjustment to the message, you’ve stepped away from selling financial products, and are now selling moments in your customer’s lives. And that is your brand story.
Building a brand story is a fun and incredibly beneficial exercise, and we encourage all of our clients to step outside of the day to day responsibilities of selling their products to build and cultivate one of their own. Injecting your marketing with your story can turn your customers into lifetime fans, thus guaranteeing loyalty to your brand.
To see the stories we're helping build for our clients, like us on Facebook. And contact us when you're ready to build your brand story with us - we promise we'll make it fun.
Denise Grothouse is the Founder and President of Perfect Six, a Marketing and Brand Management Firm.
What We Do
Social Media Marketing
We are located in The Lehigh Valley, near Allentown, Bethlehem, Easton and Quakertown and provide services nationwide.
Our marketing offices are open 8am to 6pm daily.
Feel free to call us at 484-725-6023 to learn more.
6104 Buckery Road Germansville PA 18053