Building a StoryBrand

Empathetic statements start with words like, “We understand how it feels to . . .” or “Nobody should have to experience . . .” or “Like you, we are frustrated by . . .” or, in the case of one Toyota commercial inviting Toyota owners to engage their local Toyota service center, simply, “We care about your Toyota.”

The problem is the “hook” of a story, and if we don’t identify our customers’ problems, the story we are telling will fall flat.

Imagine your customer is a hitchhiker. You pull over to give him a ride, and the one burning question on his mind is simply Where are you going? But as he approaches, you roll down the window and start talking about your mission statement, or how your grandfather built this car with his bare hands, or how your road-trip playlist is all 1980s alternative. This person doesn’t care. All he wants to do is get to San Francisco with a flower in his hair!

In fact, in his book Man’s Search for Meaning, Frankl argued convincingly that man was actually most tempted to distract himself with pleasure when his life was void of meaning.1

hat Does Survival Mean?

When I say survival, I’m talking about that primitive desire we all have to be safe, healthy, happy, and strong. Survival simply means we have the economic and social resources to eat, drink, reproduce, and fend off foes.

People will always choose a story that helps them survive and thrive.

The opening and closing of a story gap is a magnetic force that drives much of human behavior.

When we identify something our customer wants and communicate it simply, the story we are inviting them into is given definition and direction.

Here are some more examples from companies we’ve worked with:

Financial Advisor: “A Plan for Your Retirement”

College Alumni Association: “Leave a Meaningful Legacy”

Fine-Dining Restaurant: “A Meal Everybody Will Remember”

Real Estate Agent: “The Home You’ve Dreamed About”

Bookstore: “A Story to Get Lost In”

Breakfast Bars: “A Healthy Start to Your Day”

When you define something your customer wants, the customer is invited to alter their story in your direction. If they see your brand as a trustworthy and reliable guide, they will likely engage.

Everybody wants to be taken somewhere. If we don’t tell people where we’re taking them, they’ll engage another brand.

We must tell our customers how great their life can look if they buy our products and services.