This one question can keep us oriented on what's most important. And keep us telling a story that has the opportunity to be something special.
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Brand strategies and frameworks need to get past the rational and embrace the magic that a brand can stir within us.
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The best brand language causes an emotional reaction. From laughter to goose bumps. Think about what emotion your brand can own as you work your way through these exercises.
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It's this kind of approach to brand language that helps a brand rise above in a commodity category. Not only creating distinction, but delivering the surprise and delight that every brand wishes for.
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After a couple of decades of accelerated executions, it has become apparent that more and faster does not equal inspiring and engaging. It's time to get back to thoughtful ideas that spark surprise and delight among those we hope to serve.
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Help your brand thrive by creating a little surprise and delight for those you hope to serve.
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Having this well-built structure opens the doors to a myriad of ways we can tell our brand story.
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Storytellers throughout the ages have known this secret – there is nothing like a villain to give your story real power. If your brand has any doubts, just ask your hero.
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All great stories have one. Is your brand ready to find the villain that will make yours great?
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With each step you'll identify the elements of your brand story. And begin to go beyond simply being of interest to those you hope to serve to becoming beguiling.
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You can try to tell others. Or you can opt to share something real. Share something illuminating, entertaining, or moving. Or maybe even all three. Think how irresistible that would be.
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Imagine no longer hoping people will tolerate our brand so that we hopefully have the chance to try and engage them. Imagine, instead, them looking forward to what we have to share.
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To be irresistible, we don't have to invent something magical about ourselves. We simply need to understand the irresistible aspirations of those we hope to serve. And then serve them.
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It's easy to push the functions and features in your brand story rather than find the more powerful emotional drivers that really inspire those you hope to serve. Don't get caught in that trap.
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Asking this question is where our powerful brand story begins. Because it gives us the mojo to earn our way into our customers’ personal conversations. It's where our story becomes their story.
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Being special is not defined by what you do. It is defined by what you do for those you hope to serve. Embrace that and you will transform your brand story.
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Having a purpose - or Big Audacious Meaning - makes a brand exceptional. It transforms the conversation you have with those you hope to serve. Even when it never enters the conversation.
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Our brand story can no longer start with what we do or how we do it. Instead we need to think about what we will help someone do or become. We need to think about the difference we can make for them. Leading with that changes everything.
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Follow this framework and you’ll go beyond just being clear to being irresistible by telling that story your hero is waiting to hear.
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Your purpose is one of the most powerful assets your organization has. It will transform your ability to attract the best recruits and customers. That's the stuff that every organization hopes to unleash. Imagine telling a story that does that.
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