How can some people could be so successful without bothering to build a brand?
I used to wonder that myself, until I realized they had built a brand. They just hadn’t bothered with colors, slogans, logos and labels. They used what I call invisible branding, through the use of stories and style.
Stories tend to be especially powerful for branding because
— they’re unique: nobody else can call your story the same way
— they’re memorable: who doesn’t want to share a good story (and remember enough to re-tell it)?
— they grab attention in a crowded world
Some marketers build their brand entirely by telling stories. But the successful ones choose their stories carefully.
Three Dog Bakery is a pet store chain, now international. The founder’s dog, Gracie, became ill and refused to eat. The vet said, “Why don’t you cook for her?” The founder had never cooked anything, but he modified a cookie recipe. He gave out a few cookies as treats at a New Year’s party. People asked where they could buy them, and a star was born.
New Covent Garden Soup Co. was founded in 1987 when Andrew, the founder, visited his mother for lunch after he’d been sailing on a cold morning. When she served a salad, he asked if she could fix something warm. She used the salad ingredients to create a bowl of “fresh, warm, home made soup.”
Both of these examples refer to big companies. Their stories communicate a branding message: “We care as much as you do. We’ve been there. We understand the value of what we bring.”
Closer to home, some independent professionals also have stories to tell.
Business Coach Alicia Forest does an especially good job of branding with her story, which goes something like this:
“When I started my business, my priority was spending time with my family and my kids. I wanted summers off.
“Since the day I started my business, I’ve never wavered from this truth. I’ve watched others soar ahead of me, only to watch them be crushed under the pressure of working too hard, lose their marriages, hardly spend time with their kids, gain a lot of weight and suffer from other major health issues, and be absolutely miserable by the monster they created.
“Meanwhile, I’ve grown my business, steadily and surely, without one single sacrifice along the way.”
Alicia now enjoys a high six-figure income and 17 weeks of vacation each year. She’s built her business by showing others how to leverage their time to build the same kind of business. She’s got a very clear focus: she’s not the coach for people who brag about how many hours they work and she’s got a distinct image.
Download my new FREE guide – Create A Powerful Stand-Out Brand By Telling Stories: 4 Case Studies – Click here for FREE immediate access.
If you’d like to work with me to build your brand – visible or invisible! – click here and we will get started.
And check out my free video – 7 Proven and Powerful Web Tweaks For A Better Brand.