What some of the best brands like Nike can teach us.
Successful branding seeks to create a unique image in the customer’s mind and that stands out from competitors. More than that, though, a brand is an honest promise. When we buy something, we’re expecting it to fulfill our expectations. However, brands must first catch our attention.
Some of the best brands like Nike and Disney do this effectively. By telling stories, they connect with us emotionally.
Nike tells exciting stories about professional and aspiring athletes, stories which inspire the athlete in each of us. We are able to connect with the same desire in each athlete on the screen. We know the same hunger for improvement and to achieve a specific goal. One example is the following video called “The Chance,” in which shows the story of Abdoulaye Coumbassa, whose desire is to play soccer.
Combining wonderful imagery and Spike Lee speaking about how inner drive makes goal achievement possible, Nike’s story inspires us.
Disney, a completely different company, has built upon storytelling. Its brand, when one thinks of it, brings to mind, stories. Disney’s tagline “The Happiest Place on Earth” connects with everyone’s yearning for a place that offers unlimited enchantment. It’s the place where dreams come true. Each movie that Disney releases is accompanied by products related to that specific movie. Its movies are its content. In his column in Forbes, Will Burns sums it up best, “They create a brand story – a movie – and then build products around that story.”
Think of your brand’s unique storyline. When you know what it is, and when your employees have internalized it, it will be easy to deliver on its promise, delivering experiences that customers will want to be a part of.