Here’s the truth of the matter. If your brand doesn't have a story (or voice), your business concept can be as good as you like, but it won't succeed. Full stop.
Do you know why? If you don’t understand and speak the language of your customers and you don’t have a story that interests them, then as far as they're concerned you don’t even exist. If you don't exist, you can never connect. And if you don't connect, you don't have a business. It’s simple – and yes, it's tough, too.
Everything starts with your brand story. Your story. More than ever, stories are back. Just selling doesn't work. Been there, done that, thank you, goodbye. People buy stories. That’s where the real value of a brand – the brand equity – lies. And it mustn’t be a complicated story. You've got fifteen seconds. No more. If you can’t explain why you do what you do in fifteen seconds, your customer will end up with a competitor.
You’ve probably heard of an elevator pitch. Well, if the elevator reaches the top and your customer isn’t convinced or moved (preferably both), they’ll get out and you’ll never see them again. With your brand story you claim a position in the market: you explain what drives you, what your vision is, what your values are. It’s a single coherent whole, blending facts and emotions into what sociologists call a narrative, a story that gives meaning.