Create a Brand Story, Create Brand Loyalty
Let’s take a moment to consider what it is that makes us prefer one brand rather than another. You see a soft drink on a shelf and each ingredient lines up exactly with Coca-Cola. It’s half the price, yet we all still hesitate…
Why? Thinking logically, why wouldn’t we buy the cheaper, identical soft drink?
Once upon a time there was a brand…
Coca-Cola is a company that exemplifies creating a story in order to involve its customers into their story. Yes, Coca-Cola may be refreshing and quench our thirst but what makes their combination of ingredients more desirable than their identical competitor? It’s the Coca-Cola story that we, as consumers, want to be a part of.
Coca-Cola is just one example of how important it is to associate your company with an emotional connection–and a story does just that. Their “Taste The Feeling” campaign exquisitely associates their company with feelings of adventure, meeting new people, and having a great time with people you love. Now who wouldn’t want to be a part of that story?
The stories that companies decide to tell don’t have to be complex; in fact the simpler, the better. The easier a story is to understand and relate to, the more people can be touched by it. A company’s story creates a sense of belonging among the consumers. When you choose to purchase one product over another, you’re choosing to be a part of a community that is loyal to that brand. The brands we choose are a reflection of who we are and consumers want to make sure they choose wisely when selecting a brand.
A story can be as simple as a beginning, a middle and an ending. It doesn’t take a creative genius to create a story that people can relate to. All a story needs is a problem, a solution to that problem, and the success that is happening because of that product. People want to trust other people, so putting as much personality as possible into your brand can be the best way to start your story. The brand story is what brings the hesitation when we’re faced with an identical product or service.
To develop your brand, develop your story. Your story makes your brand more than just a label. Your brand becomes a feeling that your target craves, and that is where the root of brand loyalty lies.