Stories are one of the most potent ways of communicating meaning (such as a brand essence), as agreed in books such as Lovemarks, Emotional Branding and The Culting of Brands. As is shown by thousands of years of knowledge sharing amongst indigenous communities.
Recently at a trade show I saw this in action, with a stallholder engaging countless new customers with her story and the story about how the products she was selling came about. It was all true, but she realised the power of the story and repeated it with every customer. Yet every customer felt it was the beginning of a unique and personal dialogue. Which, it was, just done in a clever way, designed to fast-track that relationship building. Her impressive sales results were a tribute to that skill!
Also at the show was a very different brand with a different, often younger, take on products. This brand also had a very interesting story of origin, evolution and meaning. This worked well with the younger audience, closer to the experience…but was almost meaningless to the older, more conservative majority of customers.
My learning? You can’t assume that a story is enough. Part of the telling of the story is the people listening, absorbing and placing the stories’ meaning within their own context. It is from that is derived personal meaning and connection. If there is not some element of personal context – the magic of communication and connection doesn’t happen! The story becomes meaningless.
When using the powerful brand lever of stories, consider the audience, their context and tailor the telling for them. The story and message can stay true even when told from a slightly different perspective.
Try it will your next sales call / pitch / meeting / conversation with your wife…and let me know how it goes!
(22 Feb, 2009)
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