11 Strategic Power Points for Brands Ready to Rise Above The Noise

Recently, I discovered a client who didn’t have, nor understand, the strategic role and vital importance of a brand story.

This is a vital ingredient to how a brand becomes known, in addition to how it looks, well beyond its social media presence, and more than its funnels and sales tools.

It’s one of the core power points leading companies must have as their anchor, not only in the eyes of the company itself but in the eyes, ears, minds, and hearts of their customers.

Stories add meaning, life, sustenance, and relevance to, well, everything.

A story is like air: it’s everywhere. As a result, it’s this “invisible” component that can become something we forget about. Yet, without air, we’re not alive.

Oddly enough, without a brand story, we are to a certain extent not alive either (certainly in the eyes of others: the eyes of future partners, future employees, future clients, and customers).

What we’re talking about is the power of language.

A great story is what breathes life into “mere facts.”

IT’S A BIG UNIVERSE OUT THERE. WITHOUT THESE POWER POINTS CLEARLY DEFINED, YOU’RE LOST IN SPACE WHERE NOBODY CAN HEAR YOU SCREAM

There’s a law: If you don’t give the market the story to talk about, they’ll define your brand’s story for you.

And it won’t be the story you want.

When I brand or rebrand any business (and it’s way more common than I ever would expect it to be), it becomes a case of “the untold story” or worse, “the story others made up because you didn’t finalize your story or its relevance, as well as its beginning, middle, or ending. So they did it for you.”

Everything starts with a story.

So, one day, I ranted into my iPhone about a brand story and what too few people seemed to understand.

That rant became what you’re about to hear (and see) in this video: 11 Things That Matter—A Brander’s Guide to the Universe.

A BRAND STORY REQUIRES A BLUEPRINT. HERE’S ONE YOU CAN USE RIGHT NOW.

The words in this video hit home with those I shared this video with.

To make this super useful to you, here are the main points for you to enjoy, share with colleagues and clients.

1. Get your story in order.
2. Don’t tell the same story everyone else is telling.
3. Think of your story as your house. 
4. Your story needs a welcome mat. (Be your customer’s best friend in attitude, in manner, in everything from the first point of contact onward.)
5. Every story needs a nice paint job. (Look like the leader you aspire to be.)
6. Your story needs art on the walls. (This is your brand’s visual identity.)
7. Your story needs a winner and a loser. (Be the winner. Define the loser. If you don’t the loser will define you through misleading ideas, false implications, and generalized concepts.)
8. Every story must have a clear difference. (With no clear difference, you’re perceived as the same. Being seen as the same commands no value, no benefit, no compelling reason for your guests to stick around, enjoy the refreshments, and come back for more.)
9. Your story needs someplace to entertain your guests. (And someplace your customers enjoy being or visiting whether it’s a physical location or an online presence.)
10. Your story needs different places to congregate for the different guests you have. (Realize not all your customers are the same.)
11. Your story requires maintenance to remain fresh: this includes routine cleaning, fresh flowers, soft linen, tasty food, and constant improvement. (Don’t get complacent with your brand and never rely on old achievements.)

Use these 11 points to craft a brand story you’re proud of, that inspires others to ask of you and your brand, “Why didn’t someone think of this before?”

Did you find this valuable? Which of the 11 points will you put into action first?

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