#FPF – Week 39
In our office, we have a banner hanging prominently on the farthest wall when you walk in. It reads:
“Cover bands will never make it into the Rock and Roll Hall of Fame… Be Captivating.”
I am not sure how this phrase first entered my head, but it’s been a relevant talking point in countless client meetings – especially those that start with “We just want to look like Nike…” Why? You’re not Nike… you’re you…
So many businesses start out with the false pretense that in order to compete in the marketplace you have to look, feel and do exactly like your competitors… In trying so hard to look like everyone else, you often fail to showcase the unique stories and traits that people would undoubtedly fall in love with as they develop a deeper connection with your brand.
In this instance, you are just another copy-cat marketer… another “me too” company lost in the white noise of commerce…
As many of you know, Julie and I love great mom and pop restaurants. We enjoy taking friends to the places we find and telling them about the stories of the people who run them and why they do so well with their businesses. It’s all about the story…
Take our favorite sushi spot – The Sake House here in Sarasota. Hands down the best sushi in town (and out of town for that matter). It’s not just the great sushi that keeps us coming back though, it’s the story of a brother/sister run company, working full time at their restaurant, while also going to classes to learn English as well as making sure their elderly and younger family members are taken care of… All while remembering our names and what favorite beer is… That’s why we go back.
No matter what industry you are in, no one has your same exact story. Sure, they may have a similar one, but your story will always be exactly that – yours… So tell it! For hundreds of years, we as humans have been excellent story tellers, sharing our knowledge with those we care about. Great stories are not only memorable, but they spark sharing with others.
Uncover Your Brand’s Story
Here’s a few tips to begin discovering your brand’s story:
- Start with your why. What is the reason you exist in the first place?
- How did you start? Were you building widgets in your garage and now you’re a global manufacturing powerhouse?
- What is the reason you get out of bed everyday?
Writing down the answers to these types of questions and then weaving them into a narrative will ultimately uncover your unique brand story – setting you apart from “just another sushi restaurant”.
There’s no need to copy, after all – cover bands will never make it into the Rock and Roll Hall of Fame. Why not channel your inner rock start and start creating your own music?
Thank you for reading and have a great weekend!
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