Your brand story is drowning in a sea of competition. How can you make it shine brighter than the rest?

Author Christopher Booker has been quoted as saying, that there are only seven basic narrative plots in all of storytelling. If this is the case, no wonder all we see is a sea of sameness. So what's the difference? The storyteller is the difference. The perspective is the difference. Do som excavating into your brand to find the unique characteristics, trials, innovations that make it different and then shine a light on them in ways that are compelling and relevant. You will probably need to update and pivot through time, but telling the brand story through the lens of its unique existence is what makes a good storyteller a great one, and makes a brand a lifestyle instead of a commodity.

Life is a shared experience. This is important in marketing today more than ever. Consumers have more options than ever, but they don't have time to sort through the minutiae of all of them. Brands that meet people where they are will have a better chance of connecting with them. Yes, give them the data and specs. But in storytelling these are often not what you should lead with. Lead with the problem and the solution, lead with aspiration, lead with nostalgia and purpose. Today's customers are looking to make fewer, but longer-term decisions. They don't just want a product, they want a brand they can align with. They don't want to be a KPI, they want to be part of your family. Give them an invitation.

You will often hear two things. That you need to change and adapt, and also that you need to stay consistent. These are not necessarily at odds. Change is about listening to what's going on in your market, and making adjustments to better position your brand in those crosshairs. Consistency isn't about staying static, it's about a consistent personality. What your brand is and what it stands for should come from the deep genesis of your brands mission, purpose, ethos, etc. That perspective should stay consistent. They way you speak and present yourself stays stable. This confidence on who you are as a brand will inform how and when you adapt and it will allow you to adapt to changing markets, while keeping your brand identity consistent.

In my career spanning over 2 decades, I have followed the following across sectors & it has worked for me. 1. While defining a brand USP is key, it has to come across more as a 'reason to exist' & not a chest-thumping exercise 2. The brand must always come across as serving a customer's need or being a problem solver. Make an emotional connect to drive home the point 3. The communication must be crisp, upfront, and have a clear CTA 4. Create more 'opportunities to see' for the customers viz use different mediums to attract their attention 5. Track the efficacy of the initiative to know what works and what needs to be improved 6. Lastly have the humility to course-correct from customer feedback

It’s important to keep in mind that the focus of your brand story isn’t YOU. The true focus is on how your target customers connect with you or your business as an entity, through the story of your brand. Can they see themselves in your story? Does aligning with your brand (as a customer) enhance their status in a positive way? Is it immediately clear that your brand is for them?