When you tell your signature story…

You are at a networking event and being approached by a stranger.   How do we connect? A simple self-introduction leading to a general conversation during which you get to listen to the STORY he/she chooses to share with you. A story that could essentially reflect on individual’s ideas, opinions, talents, personal philosophy, life’s experiences, accomplishments, trials etc. In doing so, we form our own observations and share with him/ her our own account.  So we connect; and at times may even form life long bonds, given that we feel we are of kindred spirit!

In business too, I believe, the rules stay more or less the same.

Stories are convincing; remembered and social. A brand tells its ‘signature stories’ so as to strike that deep chord to connect with the consumer- to influence the buyer decision. This is where a feel good type brand story can be skillfully and subtly aligned with the different phases of the buyer journey -at awareness stage, evaluate stage, decision stage and post purchase stage.  For example, look at how global brands like Coca-Cola or Virgin Group showcase their personality through signature narratives to make their marketing enjoyable.   

Story telling; do it right, you must however!

Dig that one of a kind, yet authentic story exclusive to your brand- the one that differentiates yours from the competitors and evokes emotions at a particular stage of the buyer journey- and weave a thread of compelling words around it in a way that appeals to the human brain that craves for ‘Real Stories.’