Take two minutes to watch this advert from IKEA. Those two minutes are guaranteed to change how you think about marketing your business. This video is more than just advertising designed to sell something—it’s a home run in brand storytelling.

Ten things IKEA did to make their story great

1. Understood their customer’s worldview.
They have clearly asked and answered this question a thousand times.
“Why do/will people shop at IKEA?”

2. Made the customer the hero.
The product always plays the supporting role. Always.

3. Started with the customer’s story.
Most marketing tells the story of the product or service. It screams… “we need to shift more stuff”.
This story whispers….”look what you could become”.

4. Changed how the customer felt and acted in the presence of their product.
His belief about what’s possible for him changes. The same story resonates with a college student who is kitting out her first home with flat-pack furniture and expectant parents furnishing a nursery.

5. Understood what they are really selling.
It’s not chairs or bookcases.

6. Helped us to see reflections of ourselves in the hero.
His story is our story. We are all on a quest to be the better versions of ourselves.

7. Tapped into our emotions, creating a visceral connection with the brand.
There is not a fact in sight—no product name, price, store location. Nothing.

8. Created advertising that aligns with the company’s vision and brand personality.
Did the advert make you feel good?

9. Backed up the story with the experience delivered in-store and across all touchpoints with the brand.
Consistency is key.

10. Gave potential customers something to believe in.
Helping us not just to buy products, but to buy into the brand story.

It’s so much easier to adopt default thinking and lead by telling people what we do—which is why most businesses do it. But you are not most businesses.
Your customers are waiting for you to give them something to believe in and to take them where they want to go.

Image by Linda.