Aproximately a month ago, I got to participate in a marketing ideation meeting for a client. It was fantastic, working with a consultancy known for developing roadmaps for high tech companies. As the roadmaps were developed, I was impressed with the unique and differentiated paths the team came up with. However, I was also a determined to keep the team focused on the target market.
Innovation is a critical strategy in many industries today, but it can't be at the expense of the customer. Incredible companies with ingenius solutions have failed over the years because they came to market too early, or fed a desire that didn't yet exist. Both can spell doom – demand is a critical aspect of every successful product or service.
When I was sent a copy of Building a Storybrand, by Donald Miller, I was honestly not very excited to read it so it sat on my bookshelf until recently. I thought it was going to be another push for storytelling and how it might transform your company… but it's not. In fact, the book opens with “This is not a book about telling your company's story.” Whew!
I don't want to give up the entire book, it's a quick and informative read that I'd highly recommend. However, there's one critical list that I do want to share – choosing a desire relevant to your brand's survival.
Seven Prospect Desires Your Brand's Survival Depends On:
- Conserving financial resources – Are you going to save your customer money?
- Conserving time – Will your products or services give your customers more time to work on things more important?
- Building social networks – Do your products or services nurture your customer's desire to be connected?
- Gaining status – Are you selling a product or service that helps your customer to achieve power, prestige, and refinement?
- Accumulating resources – Offering increased productivity, revenue, or decreased waste provides opportunities for businesses to thrive.
- The innate desire to be generous – All human beings have an innate desire to be generous.
- The desire for meaning – The opportunity for your customers to participate in something greater than themselves.
As author Donald Miller states:
The goal for our branding should be that every potential customer knows exactly where we want to take them.
Which desires are you tapping into with your brand?
About Building a Storybrand
The StoryBrand process is a proven solution to the struggle business leaders face when talking about their businesses. This revolutionary method for connecting with customers provides readers with the ultimate competitive advantage, revealing the secret for helping their customers understand the compelling benefits of using their products, ideas, or services.
Building a StoryBrand does this by teaching readers the seven universal story points all humans respond to; the real reason customers make purchases; how to simplify a brand message so people understand it; and how to create the most effective messaging for websites, brochures, and social media.
Whether you are the marketing director of a multibillion dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.
Disclosure: I'm an Amazon Affiliate and use the links to purchase the book in this post.