The Key To Creating A Compelling Brand
Marketing to our current culture of consumers has shifted into a powerful outcry for authenticity. This generation is less about the rhetoric and more about the relationship. In understanding that truth, how can we, as a business, honor our clients and customers with our marketing? The answer is simple: Choose the story over the sell.
One of the most valuable things you can learn as you craft your marketing strategy is the art of storytelling. The fact of the matter is, there is ALWAYS a problem to solve, and your business has the opportunity to act as a guide for the customer, or in this case, the hero!
At Copperheart, we love to work with certified coaches and brand strategists to develop a compelling brand story through visuals. We’re big believers in Donald Miller’s StoryBrand approach to marketing! They do a fantastic job of communicating the power of story and we highly recommend them as a resource!
Donald Miller puts it this way: “The customer is the hero of our brand’s story, not us. When we position our customer as the hero and ourselves as their guide, we will be recognized as a sought-after character to help them along their journey.” In other words, your audience is Luke Skywalker. You get to be Yoda. It’s a small but powerful shift. This honors the journey and struggles of our audience, and it allows us to provide the product or service they need to succeed.
“The customer is the hero of our brand’s story, not us. When we position our customer as the hero and ourselves as their guide, we will be recognized as a sought-after character to help them along their journey.”
— Donald Miller
In short, you have to poke at the problem. Discover what it is that your specific audience desires, connect with their feelings, and ignite the solution. Communicate your qualifications through expert visuals or client reviews, but always keep the customer at the forefront of your messaging. When it comes to your personal business, what is the problem to be solved? Where does your audience need to be lead? How do they like to be lead? Are you guiding them with heart or allowing sales to trump passion?
At the end of the day, the story you tell will determine the success of your company. If you're looking for direction on how to communicate effectively within your brand, we'd love to chat with you! Let's discover your story and build a compelling brand together!