Your Brand Is the Sum of the Stories We Tell About You

by Mack Collier


Facebook has just launched an elegant mobile reader/app called Paper.  Facebook is trying to position the app as less of a reader and more of a way for users to share and create ‘stories’.  Jay has a great write-up on the direction Facebook may be heading with the app.

Over the last few years, our ability to create content and weave multiple medias has increased dramatically.  Our smartphones are becoming computers that are far more powerful that the klunky desktops from just a few years ago.  The ability to create pictures, high-definition video and text has all been fused into a small item no bigger than our hand.

While our ability to tell stories via digital content has greatly increased, many brands are still missing what an opportunity they have in letting customers speak on their behalf.  It’s scary for many brands, I get it.  You spend millions in carefully orchestrated marketing messages designed to communicate specific points to a mass market.

What you miss is that we don’t care about that.  Well we do, but not to the degree you think.  Every customer has their own connection to your brand.  Many customers have complete indifference to your brand.  Some have slight levels of affinity and loyalty, and a select few are raving fans.

We are all telling stories about your brand.  And if you don’t connect with us, we will tell the stories on our own.

But if you do connect with us, two important things begin to happen:

1 – We begin to understand you, and the story you want us to tell

2 – You begin to understand us, and the stories we want to hear

The thing to remember is this:  While most of us have the ability to tell stories about your brand, most of us don’t have any desire to.  Unless we either love you, or hate you.

And again, either way it pays to connect with us.  If you connect with your fans, the customers that love you, those fans will work with you to make sure they tell the story about your brand that you want other customers to hear.  Read that again until you understand just how important that is.

On the other hand, when you connect with your fans, they will come to your defense against customers that are telling negative stories about your brand.  Truly a win-win situation.

Keep in mind that when you empower your customers to tell stories on your brand’s behalf, your customers tell your brand’s story in their own voice.  This is incredibly powerful because customers respond more to a message that’s delivered in a voice they recognize and trust.

Their own.

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