The key question is why are so many brands dull and boring, often uninspiring, full of gimmickry, always open to misinterpretation, easily interchangeable and often taken from the same page as our competitors?
There is an alternative approach.
THE POWER OF STORY //
Why is there a power in thinking of brand as an unfolding story? Well story has always been central to what makes us human, it explains our place in it and how we communicate it to others.
Every conversationis a story we are part of, the things we buy, the clothes we wear, the music we listen to, our chosen career are all vital components of the story we are telling about ourselves. A story we tell gives voice to the emotions which drive us: our hopes and fears, dreams and desires.
The hero’s journey has already proved its relevance many times over in explaining the success of stories and legends from The Odyssey to The Wizard of Oz. George Lucas used this formula as a step-by-step guide to craft the universe of Star Wars. But Lucas benefited from the realisation that is the inner struggle of the character that provides the deep structure.
The appeal of the Ugly Duckling story reflects a deep yearning that we all feel from time to time. If only they understood the real me. I’d be accepted, promoted and loved.
We see the Ugly Duckling tale realised in stories as diverse as Moonstruck, My Fair Lady, Working Girl, Pretty Woman and of course, one of the favourite stories of all time, Cinderella.
The Ugly Duckling
The special beauty, virtue, or power of the protagonist is hidden by ordinary clothing or a disguise.
The character is trapped inside.
No one realizes the character’s true inner capabilities or virtues,
except for one individual, who suspects them.
The key moment is the change of costume or “externals” that
reveals the true inner self.
The character can begin to realize his or her special identity.
Forces (or internal obstacles) conspire to bring the character back to his or her original role.
The character overcomes those forces and gains deserved recognition.
STEPS TO TAKE TO BECOME A BORN AGAIN BRAND //
While the brand maybe the hero in your eyes as the big solution to an important problem, it must be understood that the hero of your story is yourtarget audience. By positioning yourbrand as the mentor youinstantly become an authority figure in the eyesof yourcustomers; one who they look to for guidance, empowerment and an answer to their problems.
Be a vehicle for values and understand what the values you stand for are and make sure you’re not just talking to lower value needs that make people scared but actually speak to their motivational needs. So put these values at the core of your brand story.
The moral of your story. This isn’t simply ‘we’ve been around for thirty five years’, or we’re the best in the business. We really want to tell our core compelling truth that helps our audiences understand the world is better for having known us and to make sure that every single thing we have said points back to that truth.