Focus on your story, not your offer
Your
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
communication.
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