Focus on your story, not your offer
brand’s story is what defines your brand. It is
your purpose and values wrapped neatly into a concise statement. It is the centerpiece
of your strategy and informs decisions concerning every touchpoint and
When you focus on your story, you set yourself up for long-term success by gaining and retaining customers based on shared values. Shared values equal same tribe. Customers who identify as part of your tribe will rationalize their purchases and loyalty regardless of a cheaper price or better product elsewhere. Focusing on story allows you to capitalize on brand equity down the line when you expand your offering and avoids competing on price and features, which competitors may match or surpass.
Case example: Apple