I have seen several articles lately about brands needing to return to telling their stories. Now I realize that the past 18 or so months have been difficult and many companies focused on short-term sales in a bid for survival. I get it and say well done to the brands that have come through this pandemic. At the same time, I have to ask why would you ever stop telling your brand story? Your story is what makes you different from the competition…it’s what gives you a reason for being.
I will not give the name of the publication that said the following because they are usually spot on with their commentary, but they missed the mark when they said, “Now, brands must shift their marketing strategy towards a hybrid approach that re-prioritizes telling a brand’s story.” Really? Everything a brand does should help reinforce the story. As a marketing guy I know I look at things with a different lens than most consumers, but I am drawn to and stay loyal to brands that tell a great story. For example, as a golfer, I buy nothing but Titleist golf balls. Why? The brand is engaging, educational, informative, the number ball on the PGA tour…they tell a great story. I have played golf since I started walking and still play a pretty good game and Titleist does not pay me to say this (although if someone from Titleist reads this and wants to send me some goods, my contact information is on LinkedIn), but they tell a great story that inspires me to play better and…well, buy their products.
That is the power of a good brand story. I can relate to the story, the story touches part of my life and it is consistently told through advertising, product placement, packaging…in everything the brand touches. There is no “hybrid approach” to telling the story. Brand teams…go tell a great story, say it proudly, say it clearly, say it consistently and the growth will come. And if you need help telling a great story, let me know and I will be glad to help or connect you with someone who can.
About AKCEL Partners: AKCEL Partners is a sales consultancy founded by three executives with strong bonds throughout the textile, apparel, brand and retail industries. AKCEL Partners offers strategic sales planning combined with experienced, highly networked sales professionals who give clients immediate access to targeted decision-makers. We are dedicated to meeting or exceeding our clients’ short- and long-term revenue goals. To learn more, go to www.AKCELPartners.com.
