"Consumer perceptions are not always rational. They may be emotional and based upon factors far removed from the function of the goods and/or services at issue. Memories, corporate behavior, opinions of families and friends, can have an impact… As a result, consumers seldom buy things based upon their functional characteristics as physical goods and distinct services. Much more is involved. This amalgam of feelings, experiences, price sensitivities, convenience, perception and hard fact, is wrapped up in the brand."
-- David Arnold, "The Handbook of Brand Management"

BRAND DIFFERENTIATION --

       It’s about more than just the product benefit, especially in most markets today where the product benefits are all essentially the same. The single best way to differentiate your brand today is through your brand’s power story.

      Your product must tell a power story which cuts straight to the heart. We as human beings are story-driven creatures. Stories motivate us. Stories can be a catalyst for change and can play a huge role in determining whether a brand takes off and a new product succeeds or fails.

POWER STORIES SPEAK TO THE HEART --

       The stories that stay with us, those that affect us most deeply, are the ones that don’t just speak to us merely on a rational level, but also on an emotional level. These are Power Stories that engage and connect. No matter how rational we consider ourselves to be, the truth is simply this – a majority of all that we do is NOT driven by rational impulses.

       We are irrational, unconscious creatures. A great story-seller intuitively knows this. With a power story, a talented story-seller can speak directly to a consumer’s unconscious and hook them without them ever even understanding how or why.

HOW TO TELL THE RIGHT POWER STORY --

        Thus, a brand, company or salesperson who is doing their job well, must be intuitively telling the consumer the right power story, the right way. A story so powerful that consumers can’t help but listen and buy into that story, which inevitably leads them to buying into that product as well.

         Clearly, storytellers and marketers must be master persuaders, but as such, they also must know better than to ever allow employees and consumers to feel as if they’re being manipulated. Like a covert bomber, the storyteller must get in under the radar and drop their message without being detected. This is a skill that can and must be learned!

HOW STORIES AFFECT BRANDS -- 

         So, here now is a list of some of the ways that stories can affect your brand: Through a conscious manipulation of your brand’s power story, you can create an emotional connection between your brand and your customers.

A power story can increase brand loyalty.

A power story can help you transcend gaps in understanding and create a culture of inclusion at your company.

A power story can enhance staff commitment to mission and objectives.

A power story can improve the power, tone and texture of your speeches, proposals, presentations and printed materials.

A power story can add dimension to leadership and help further development of your communication skills. If you understand the power story that your brand is telling, you can insure brand continuity and differentiate your brand from all the other similar brands in your market.

Power Stories make a difference.
            
Be conscious of the story your brand is telling!

BUT WAIT, HOW EXACTLY DO YOU DEFINE A POWER STORY?     

POWERFUL BRANDS TELL POWER STORIES --

Power Story have five parts. They are listed below: 

P –  Protagonist... A story is only as engagins as its hero.
O –  Obstacles... Without obstacles, there is no story.
W – Weight...  Power stories have depth & meaning.
E –  Engagement... All stories must involve deep engagement.
R –  Resolution...  If the resolution is not satisfying, the story fails.

These then are the most fundamental aspects of all well-told power stories. 

Tell power stories and reap powerful results.

Email me if you want to discuss -- RKrevolin@yahoo.com.