One thing I want you to take away from this blog post is…

Never assume people understand how your brand can change their lives. TELL THEM.

We have to tell our customers how great their life can look if they buy our products/services. During the dark times of the Depression, Franklin Roosevelt used the song “Happy Days Are Here Again” as his official campaign song. Apple gives us tools that allow us to express ourselves and be heard. Nutrisystem helps us lose weight and feel amazing. Urban Outfitters guarantees we’ll love the way we look.

Everybody wants to be taken somewhere. Where is your brand taking people? Are you taking them to financial security? To the day they’ll be able to drive past McDonalds without stopping for junk food? To more free time?

Without realizing, every potential customer is asking us where we can take them. If we don’t tell people where we’re taking them, they simply will not engage with us and instead turn to another brand. This may be the most important element of your brand messaging strategy- offering a vision for how great your customers life could be if they engage with your products/services.

Leaders captivate the fantasies of their audience by defining a compelling image of the achievable future. Like successful leaders, successful brands make it clear to their customers what life will look like if they engage with their product/services.

Click below to learn more about the Story Strategy and the other elements that go into making your brand story irresistible to your audience.

What Is The Story Strategy?
Story Strategy Element 1: Character
Story Strategy Element 2: Problem
Story Strategy Element 3: Guide
Story Strategy Element 4: Plan
Story Strategy Element 5: Call-To-Action
Story Strategy Element 6: Failure