Does your brand story give people something to buy into, to care about and to engage with? I’m not talking empty hype you could create, I’m talking about how you frame the truth.

Some of the worlds best loved tiny brands took off for two reasons. Firstly they had a great idea and secondly they knew how to tell a story about the idea that would excite and engage people. A great story can’t prop up a bad product or service. But a great product based on a true story, that makes people care is irresistible.

Here are a couple of my favourites:

Innocent drinks – Fruit is messy, it’s important to be healthy. Here’s a way to get it into you and your kids that’s easy, tasty and makes you feel good. Oh, and we are good guys who like to have fun too.

Zappos – We know you love shopping day and night. Let us make it easy for you to do that online without any down side, with free delivery and free returns, no questions asked. You can trust us to always be here for you and do the right thing by you.

Moo – You want to make a great first impression with your business cards. Custom printing and design is expensive. We can help you out with fabulous designs or a custom process that is fun yet seamless.

After over seventy years Old Spice is proof that the story you tell matters. It used to be the smelly stuff you bought your Dad for Christmas. Now you buy it (or your partner does) to ‘smell as fresh as you look’.

“Like water slowly cracking rock, stories begin to change what matters to us.”
Emiel van den Boomen

No point being amazing if you don’t sound like you are.

Image by Kami