What are the 3 Levels of Brand Storytelling?
Most business leaders are seeking to break through the clutter of the market and differentiate from other firms. The question is where do you start? The art of storytelling is essential to creating a compelling story to the world. In this article, we will explore three levels of storytelling that can help leaders answer common questions by providing a clear understanding of the ideal customer profile (ICP), a mission-driven narrative, and an emotion-driven brand narrative.
What are the Common Questions Leaders Have When Trying to Tell Their Company's Story?
The most common questions that management teams are struggling with include the following:
How can I breakthrough in the market?
How can I differentiate our firm from others?
How can I create a category of 1?
I like to describe it in terms of levels.
In the beginning, you often have a confused mix of messaging. The simplest way to describe it is: before product-market fit. In other words, there is still some mismatch between the audience you are pitching, the problems they care about, and your solution to the problem.
One example is solving a significant problem for an audience who doesn't value the solution. People come away wondering who this product is a fit for, but it's not for me. I spoke with a startup last year who spoke with 20 potential companies and while he was able to get them to listen to the pitch, none of them converted or remembered to use the solution when the moment of truth arrived.
This is a classic sign that no one cares about your problem, or you are talking to the wrong person about this problem.
What are the levels of messaging that a company can have?
Level 1: Clarity
At this level, you can clearly articulate your ideal customer, why they reach out to you, how they make their decisions, and how/why you solve their problems confidently.
Your messaging may not be blowing anyone away, but at least it's clear. You can operate for many years at this level, and you can certainly raise money at this level.
Level 2: Mission-Driven
You have a very sharp point of view about where the world is headed, and how you are pressing the action forward along that mission. You have a narrative and story arc describing how we got here, what change is needed, and how your company can bring that change.
This is the kind of bold narrative that can attract followers. Many companies don’t need this! But there are special companies that figure out how to get companies to see themselves in your company’s mission.
Remember, word of mouth is still the best form of marketing available.
Level 3: Emotion-Driven
A marketing collaborator friend Michael Fertman and I were speaking about this recently. The best products and services not only have a mission, they are also selling how that mission makes you feel.
These are the kind of brand narratives that Nike and Apple have been brilliant at creating over the years. At this level, its not about the bits and bytes, the product or the solution.
It's about identity of the consumer as much as the identity of the company, and the emotion that engenders. The emotional impact needs to simultaneously differentiate, empower, and explain.
It's a tall order and I would say most companies should not attempt this level. It’s a bridge too far.
But we all can dream right?
Expert Consulting: Need Help Refining Your Brand Narrative?
When growth is elusive, I am an expert at asking incisive questions to surface the real issues and then present straightforward ideas that your team can actually implement.
Mistakes are expensive. They cost money, of course. What’s worse is the opportunity cost. I work with investors and management teams worldwide to help them get a handle on their digital business plans to execute a clear path forward.
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