How to achieve brand enchantment – the power of the purpose-driven story
For some brands, their communications are welcomed by those they serve. Imagine that for a second. No fighting for attention. No worrying that you’ll be immediately deleted or simply passed over. With these brands, those they hope to serve become fans. Fans who even look forward to their marketing – everything from a commercial to an email.
So what do they have that others don’t?
A story. But not just any story. A purpose-driven story. A story that relates how what they offer or what they do makes a difference. Maybe it’s the difference they make in one single life. Maybe it extends to making a difference in a community. Or maybe it speaks to making a difference in the world.
There are different types of purpose-driven brand stories. But they all have a few things in common. Let’s look at those things.
It’s not about them
Instead of focusing solely on the brand, its products, or its achievements, the story places the emphasis on the customers and prospects. It demonstrates that the brand is focused first on those it hopes to serve.
This comes naturally for brands that have clarified a genuine and meaningful purpose. Purpose is about making a difference. So focusing on others is a natural outcome.
When a brand story is crafted around those it hopes to serve, it resonates on a personal level. It speaks to their desires, fears, and aspirations. The beauty of this is that it naturally captures their attention. But it doesn’t stop there. It fosters engagement because this type of story has the ability to make them feel understood and valued.
It’s easy to focus on who you are and what you want to tell the world. That’s why you hear these types of narratives from the majority of brands out there. And it’s why you should seriously consider a purpose-driven story. It helps shift you from a self-centered narrative to a customer-centric one that builds trust and credibility, allowing you to create a deeper connection with those you hope to serve.
It invites others in
A purpose-driven brand story does more than just tell a tale. It invites prospects to become a part of that story. It's not a monologue but a dialogue. Brands that successfully infuse their purpose into their narrative create a sense of shared ownership with their prospects.
Prospects no longer passively consume a product or service. They actively participate in something they believe in. They feel like stakeholders in a larger effort. This emotional investment transcends the traditional buyer-seller relationship. When people feel like they are making a difference by supporting a brand, they become emotionally invested in the brand's success. They are no longer simply buying from the brand, they are buying into it. This participation transforms customers into brand advocates. Advocates who spread the word, championing the cause, spreading the word to friends and family, and sharing their positive experiences.
It inspires
Perhaps the most potent advantage of a purpose-driven brand story is its ability to inspire. It appeals to the emotions of prospects, creating a genuine, heartfelt connection. Such stories go beyond features and benefits, reaching into the realm of values, beliefs, and dreams.
An inspiring brand story has the potential to ignite passion within its audience. It goes beyond the mere listing of product features and benefits. It motivates people to support the brand not just because of what it sells but because of what it stands for.
As a result, the purpose-driven brand story has the ability to build long-term emotional connections with prospects. People remember how a brand's story made them feel, and those positive emotions are closely associated with the brand itself. This enduring emotional connection translates into sustained brand loyalty. Moreover, when a brand's purpose resonates with its prospects on a deep, emotional level, it creates an unbreakable bond that transcends market trends and competitive pressures.
The power of a purpose-driven brand story is undeniable. It's a shift from self-centered to customer-centric, resonating on a personal level, building trust and credibility, and inviting prospects to become stakeholders. All of this helps foster an emotional investment with those you hope to serve, igniting passions that result in avid brand advocacy and unparalleled loyalty. It’s what transforms a brand. It’s what makes a brand enchanting.