HOW TO CRAFT A PERFECT BRAND STORY.

Every brand needs a story. People connnect more with stories, not companies, not adverts and not products. A good story sells everytime, that is why the whole world, especially black people, went crazy when...

Black Panther, a complete work of unrealistic fiction, was released. Brands who get their stories right from the inception would easily stand out of the pack and get recognized in the clutter. So, what is a brand story?

A brand story is a cohesive narrative that encompasses the facts and feelings that are created by your brand. Just like your favorite books and movie characters, if you can craft a compelling brand story, your audience will remember who you are...

develop empathy for you, care about you and ultimately become your brand evangelists. So, to create a compelling brand story you need to...

1. START with problems: start by solving a problem in the market you're going into. e.g in 2006 rather than just sell shoes, Toms said they were going to give a child a free pair of shoes for every pair of Toms purchased. This single action took the Toms brand worldwide.

2. DISRUPT the status quo: with their "ride on demand" brand promise, Uber disrupted the taxi industry worldwide, making ride hailing cheaper, easier and seamless for both car owners and riders. They made cities more accessible and opened more possibilities for everyone.

3. CREATE an experience: MTN created an experience for young people who wanted to talk for hours on end for little or no money and wouldn't mind losing some sleep. They called it Xtracool and that changed the entire Nigerian telecoms landscape in 2006.

4. CREATE a community: Never underestimate the power of creating a community. Who else noticed that the Laycon brand has been popular since day 1 of #BBNaijaLockdown? His handlers promptly tapped into the power of creating a community of loyal fans.

5. HAVE visible founders: What does Jeff Bezos, Mark Zuckerberg, Elon Musk and Bill Gates have in common? Apart from being billionares, they are founders of organizations and they have public faces and personalities. Their personalities help to steer the ship of those companies..

...and help people put a human face to the brand. This is critical.

6. TREAT people good: Virgin America says its mission is to make flying good again (kinda sounds like a MAGA statement ), with new planes, attractive fares, top-notch service and a host of amenities that...

...reinvented domestic air travel. Brands that treat customers like king gets spoken about and recommended effortlessly.

Please feel free to add other ways to create a perfect brand story under this thread.
Until I come your way again, I'm THE BRAND DUDE