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Why do people buy from you rather than your competition? Why should they? Do you give them a good reason to?
Think about why you made your last purchase, whether it was a latte to a laptop. Why did you choose the product you chose at the time that you chose it?
Chances are that it was due in part to the brand. It’s also fairly likely that was not an impulse decision, but that you have known that brand for a while.
You may even know some details about the company, or perhaps you researched the company before you bought from them.
Your customers are no different than you. Although Apple phones and computers are more expensive than many of their PC counterparts, they still have a loyal following and sell millions of products online.
How do they do it? Through their brand story. Their users connect with them on a deeper level than just their products.
Do you want to have that kind of following? Then it is vital that you share your brand story. What is that story, though, and how do you tell it?
Who Are You?
This is a question that is easy to answer for some brands, harder for others. What name comes to mind when you think of Apple? Microsoft? Facebook? Amazon?
Yes, these brands all have a recognizable face behind the company they lead. There are two aspects to those names, though:
Each has a personal brand
When we think of Jeff Bezos, we think not only of Amazon, but of who he is, and his public persona.
The truth is, everyone in an organization, from the entry level employee to the top office, must develop and cultivate their own brand, who they are apart from the company they work for.
Each has a company persona
Steve Jobs was seen as the creative genius behind many of the products that propelled Apple to its initial success. The story of Jeff Bezos is that of a man who rose to run one of the largest online retailers in the world from his beginning of shipping books out of his garage.
Customers want to know where you came from, and they want to know that they can relate to you and your journey.
How did your company get its start? What is its founding story.
In recent ads, Ford has gone back to its roots in this area. “It’s not about a merger, or a partnership with another brand,” they say, a clear dig at Damier-Chrysler. “It’s our family name.”
In these ads, Ford is stressing the importance of the continuity in their story, and how the company was founded.
As this matters to large brands like Ford and Apple, how much more important should it be to you and your company and brand?
Relating well to your customer is one of the keys to sales and customer satisfaction.
The Importance of Your Why
“People don’t buy from you because of what you do, but because of why you do it,” says Simon Sinek in an often viewed and quoted Ted Talk in which he also discusses Apple and other companies who start with why rather than with what they do.
He emphasizes that this is how great leaders inspire action in their followers and in their customers alike.
This is a brilliant way to structure your company culture and to reach prospects. How do you incorporate this into your story?