Leveling Up Great Brand Stories
By Levina Kusumadjaja
Nobody wants to be told what to do, but everyone wants to be a part of something big.
Compare this: being told to buy shoes or dress a certain way, to being told that you can do anything. That nothing is impossible. Which one would you prefer? For me, I want that invincible story. I don’t want someone else to dictate how I should dress. Unless wearing that particular item makes me invincible, then I would probably wear it even without anyone telling me to wear the thing. If by wearing that T-shirt or shoes or jacket I can reach for the moon, then I’ll put them on right now.
It’s funny how even though I’m not a professional athlete, but wearing a Nike product makes me feel like I could crush my workout. It sounds silly and I don’t just buy Nike products. But when I do buy Nike shoes and wear them, I feel different. I’m sure there are other brands that make you feel this way. Brands that make you feel you can kill that presentation you have been so worked up about, brands that make you feel safe when you have them in hand, or brands that make you feel beautiful and confident. This is the power of brand story. Instead of just wearing a product or buying an item, customers feel like they are suddenly a part of move in history, a part of something bigger.
Great brand stories invite customers to be a part of the stories.
Brand strategists need to understand that if brands want to take their brand stories to another level, they need to not just connect—but to invite. Instead of just telling the stories to the customer, these brands invite customers to be the hero and the main character. These stories bring a certain worldview to the surface, and then gives freedom to the customers to live it out in their own unique ways. Marty Neumeier described this as storyframing, where great brands not only know how to tell their stories, but to provide a place in their story for the customers.
Let’s go back to Nike as an example. For one person, the Nike brand could actually motivate them to make a change in their lives and break through poverty. But for another person, the Nike brand could be their boost of confidence when they walk to the gym every day. These two people have two completely different stories, but they are both about Nike and about Nike's campaign “Just Do It”. They all tell the same message, which is that they can break through impossibilities and achieve great things in life.
Instead of telling customers what story they should tell or hold on to, give them a place in the story.
As you work with clients and businesses, find ways to communicate a story frame to customers and audiences so that they too can take part in the brand's story. Don’t be focused on shoving facts and directing customers and audiences. Invite them in. When customers can insert themselves into the story and play a role, it will stick in their hearts and minds for a very long time. It will be a strong bond that holds the relationship of the brand with the customer.
Cheers!
Levina
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About the author:
Levina is a writer based in Indonesia. Because of Melinda Livsey, she recognized the power of brand strategy for every creative. She is sharing about her learnings as she goes to help creatives have fun in their growth and journey of building brands. Connect with her on LinkedIn and say hi!