What do brands that stick have in common?

A brand is not what you say - it's what they say. Many companies fall into the trap of 'The Curse of Knowledge ' when communicating their brand.

' We communicate our knowledge like we are the audience ' - Made to Stick

Legendary branding expert Marty Neumeier cements this biasedness by stating how to build a brand that sticks.

"If you create the customers, they will build the brand."

What do Brands that stick have in common?

They are good at storytelling.

A great story has three simple steps - video

• Element/ Character
• Problem/Conflict
• Outcome/ Resolution

Don't let these simple steps fool you, there is more that goes into storytelling than just ticking the above checklist.

Again in the digital age, your SaaS Start-up needs to maximize the signal ( amplify your story) and minimize the noise

'We need to stop interrupting what people are interested in and be what people are interested in

- Craig Davis ' Former Chief Creative Officer of J. Walter Thompson

Example - Duolingo

You don't have to produce videos to tell great stories Visual to do better than just words.

Building brands that stick - Resources

1. Seven Story Brand Frameworks
2. How do you find your brand messaging?
3. Three reasons & examples why brand storytelling
4. Three principles of storytelling
5. Legendary brands don't begin by shouting but by seduction

Made To Stick

• Make your story; Interesting, Actionable, and Memorable
• Introduce your story using a personal story

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Happy Tuesday

Learn & Grow

Okerosi Davis