So what?! These 2 words are a really big deal for me.
I wish this question/these 2 words were a really big thing for more people, particularly in business!
When you are in a meeting, giving a presentation, sending an e-mail or telling a story, it is imperative to ask yourself the question … So What?!
It sounds incredibly simple and basic, but you would be amazed at how infrequently we all stop and think ‘So What?!’
To grab the attention of consumers, you have to stand out. And the way to stand out is to make sure your brand story can answer the question ‘So What?!’
At their most basic level, brand stories are your unique connection to your audience. No one wants to read a laundry list of great brand attributes. Anyone can do that, and it’s really boring.
Start by outlining some baseline facts about your business and the brand. The deeper you dive into this exercise, the more ideas will float to the top.
- Who are you?
- What do you do?
- How and why you do what you do?
Dig deep and look for interesting pieces of the answers that make you unique and able to tell a story that no one else can tell.
Contrary to popular belief, brand storytelling is not about your company. It’s about your customers and the value that they get when engaging with your product or service.
The most powerful brand stories are the ones that prioritize customers as the stars.
‘Land Rover’s campaign offers a brilliant example and a reminder that the best stories are not your own, but those of your customers and your fans. Sourcing those stories might be tough, but when you find those that truly touch people’s hearts, invest in bringing them to life and prioritize them over your product message.’
My story in starting this business began with being laid off by BBDO. Yeah … so what? What makes the story captivating and memorable is not what happened, but how it made me feel. In my case, it made me feel like I had fallen on the ground so hard that the wind had been knocked out me … literally … I was gasping for breath.
The same is true for brand stories. Brand storytelling doesn’t have to be complex but it does have to be emotional … and it does have to be real, human, and most of all answer the question ‘So What?!’