A genuine, authentic story is a powerful marketing message. Especially when it's the little guy competing against the big guy.
Click on the image to read about Kim & Scott's Gourmet Pretzels. I don't know much about them, I just happened to buy one of their (pretty awesome) pretzels. And then I read this package.
I guarantee that I would never have remembered the brand if it wasn't for the story. The level of detail makes it that much more memorable.
What's your story? Did you hide your story while trying to look like a big business?
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{ 4 comments }
Great point – I put my story on my homepage cause it just makes sense to tell it in light of what I do. I’ve had many clients who have tried to hide theirs “while trying to look like a big business”, ultimately they usually come to their senses when they realize that what they have been hiding is what makes them different and better than their competition.
I decided to put a story on the Home Page after reading this. There are other products as well like whiskies which tell their stories.
Yours has been a great reminder. thanks
I love little stories like these of brands’ beginnings. They make perfect sense to share with consumers to establish itself as a “top of mind” brand. Very, very cool.
Your story doesn’t have to be an out-right narrative plastered on your web page, but rather NEEDS to be woven through everything you do. Start by asking what business are you in…really? Most organizations define themselves only in terms of the products or services they provide using words that reduce them to a commodity. But
the most effective organizations use unique language that tells a story. Defining your story
distinguishes you from other organizations and connects with people.
When you can clearly
state what you do beyond the specific service or product you provide, your genuine brand
will come alive.
Next step: LIVE YOUR STORY
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