One of the strongest techniques for building a powerful brand is to have a fantastic story. Think about it. Think about some products or brands that you have interacted with somehow, that either you know their story or you have a story around that you have told to other people.
How do you build your own powerful, brand-building story?
Find out in this video.
As an example, I can remember, when I got into Ruby on Rails development, I started off, and at first I used a Windows computer for everything, and when I got into the community, everyone had Macs. Everyone was developing on a Mac, and I remember this one time when I was teaching a large conference called Rails Conf, and I look out, and it is literally a sea of Macs, and there was that one lone Windows person. I felt kind of bad for them, because I figured, well, hopefully, they’re not being ostracized from the group because they have a Windows computer. But the story of the community was around Macs, and there was a whole story of why exactly that was, and that is when I became a Mac snob. That is my story around how I got into Apple products – literally everyone in the environment that I was in was using them.
I’ve told that story over and over and over again. It’s a story that ties my ownership of a specific product back to that brand.
That’s my story. What is your story?
More importantly, how do you craft a powerful story for your company that will help people to get attached to you and create that strong emotional attachment?
There’s five parts to creating a good story that I’m going share with you right now.
Part one is you start with where you are now. If you are in an interview situation, you would then add, “but it wasn’t always this way”, or you could do that anyway. If you’re going add your story to your about page, which I highly recommend, you can start with where you are, and then add “but it wasn’t always this way”.
Part two is, “I was…” Talk about the past, where you started from.
Part three is, “I hit bottom”. You hit some kind of a bottom.
Part four is the turning point. It’s an inflection point where things start turning around.
Part five is the key question of, “would you like to know how I did it?”
That is especially powerful in an interview situation. In fact, I’ve heard John Gray, the gentleman that wrote “Men are from Mars, Women are from Venus”, used this as a way to tell his story during an interview. Very powerful
What’s an example of this?
This is a Mad Libs version of creating your story:
“Things were like … and then (stuff happened).. it was horrible … but then I discovered … and I learned … I did … and now … Would you like to know … ?”
In your story, depending on if you’re in an interview situation or you’re writing your about page, you might wanna give more or fewer, probably fewer details, about, you know, what it is that happened that helped you to turn things around, and then you ask the question would you like to know how? And you can even write that, literally, on your about page, and then you describe how everything got turned around.
The bottom line here is stories are a very powerful technique. Any concept that you want to help people to remember, add a story. Do that. So, come up with your story, use the template that I gave to you today. Come up with a story, add it to your about page, and then tell everybody you know, and continue to refine it over time, and that will help you to build a strong brand.