Why Brand Stories Should Target Super Fans
By Levina Kusumadjaja
“In the particular lies the universal.” - James Victore
Have you ever had your friend or your mom recommended something to you not because they like or need the thing, but because they felt the thing was so you? Recently I had a friend told me about a Korean skincare brand. She was so excited to tell me about it because she was sure I would love the brand. They had all the basics, they were affordable, but most importantly: they were transparent with their ingredients. My friend knew I really needed that because I’m allergic to many things. She didn’t need the transparency; I did. But she felt like the brand resonated to her as well because of me. She was moved by what the brand believed in because she knew someone close to her who needed that brand.
When brands really connect to that one person, everyone around that person will also connect to the brand.
I’m sure you have had an experience just like that. Or perhaps, you were like my friend who is the one recommending a brand to someone else. This is the power of a brand connecting to one particular customer. Every great brand has a story. And it’s not just any kind of story, it’s a story that aims to connect with one super fan. It’s a message that taps into a customer’s worldview in a way that it almost seems like the brand is articulating what’s in the heart and mind of that customer. The moment a brand is able to converse and connect with a super fan, that’s the beginning of brand building.
Great brand strategists understand that if a brand tells a story or communicates a message that is aimed for the universal, no one will connect to it.
Great brand strategists understand that the more a brand tries to connect to all sorts of backgrounds and people, the more they won’t connect at a personal level. What customers and audience want is to find a bit of themselves in the stories. Why? Because when we do find ourselves, we will feel like we belong. We will feel like our needs are answered and understood, and then an emotional connection is formed. This is what brands want to do: emotionally connect with customers. It is this connection that will make us want to buy from and commit to the brand.
The story I shared at the beginning was a good example. Sometimes, we end up loving and advocating for a certain brand not because we ourselves need or use the products and services that the brand offers, but because someone close to us is committed to the brand. In many cases, I might not feel directly connected to the brand. However, because I felt like the brand believed in what my loved ones believed in, I wanted to get to know the brand as well. It’s just like what James Victore said: “In the particular lies the universal”. When brands really connect to that one person, everyone around that person will also connect to the brand.
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!