Is Your Brand “Story Strong Enough?
By leadership author and keynote speaker Ross Shafer
Does your brand have a strong enough “story” that your product or service sells itself? A strong brand story stirs emotions in people…gives people a compelling reason to buy. And the story has to be simple and powerful enough so that you can’t wait to repeat the story to your friends. If a brand causes you to “feel something” there is a good chance you will become an UNPAID salesperson for the brand.
Well, a few minutes ago I heard a very intriguing brand story about a Kentucky Whiskey. I don’t even drink whiskey but after I heard the story, I can’t wait to tell my friends about it. I’m about to show you a short video that explains the history of the brand and why you should buy it. It’s called Buffalo Trace. (watch the video link below to see why Buffalo Trace is the most highly decorated whiskey brand) The company told us why they named it Buffalo Trace. They tells us how they select the ingredients. They made us care about the barrels they use. Then, they told us how careful they are about what they sell. They don’t need a sales force. They just need “fans of the brand story.”
Does your brand make people “feel something? Does your brand instill confidence in the buyer that you know what you’re doing? Does your brand make strangers want to talk about your brand to their friends? If not, you definitely need to create a better story.
Ross Shafer is a leadership author and keynote speaker. For more info contact Ross at Helen@RossShafer.com.
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Ross Shafer is the author of (9) popular business books and (14) human resource training films. In a former career Ross won (6) Television Emmy awards for his work as a TV host, writer, and producer. Today, Ross is a sought after keynote speaker and consultant for Fortune 500 companies worldwide.