Have you ever noticed what happens at the organic cafe?

As the customer places an order he asks what’s in it. This happens almost every single time.

The experience, our posture and products—the story, create the customer. When we encourage people to believe something matters, we attract the kind of people who care about that something into our fold. Soon buying from us becomes part of their identity—their story.

In this way Apple taught us that design mattered. Lululemon taught us that health and fitness was about mind, body and soul. Patagonia taught us to make caring about the planet part of our purchasing decisions.

What does your brand story ask customers to believe in and become a part of?

Image by Ahmed Hashim.