Coffee chic is not merely a creation of Starbucks, no more than flawless design is the singular domain of Apple. What these companies do with a clever brand story, is make it easier for us to buy into the wants that we associate as being part of our story.

What we actually believe to be the truth about the brands we love has as much to do with trendy interactive spaces we enjoy lingering in and exploring, as it has to do with products we consume or want to talk about.

Brands are what customers perceive them to be,
and never just about what marketing departments communicate about products bought and sold

Back in the 70’s you could tell a story about who you were depending on which brand of doll you played with and what kind of bicycle you owned. Those stories you told yourself mattered almost more than the things themselves, just as the stories your clients can tell themselves about doing business with you today matter.

What story can your customers tell themselves when they visit your website, use your product or walk into your cafe? Is it the one you hoped they would be telling?

Image by Miguel Jimenez.