There is alot of confusion when it comes to marketing your Brand…especially when it comes to the buzz-worthy topic of storytelling.

Storytelling is gaining massive attention in the marketing and business world, and rightly so, its gained popularity through Ted talks and trusted thought leaders like, Simon Sinek, Donald Miller and Seth Godin.

But there’s a problem…all of these guys have a different name for their approach to storytelling.

The good news is, ALL of these approaches boil down to two polar opposites: business-centric and customer-centric marketing.

Both methods are quite powerful, as story is not a toy or a passing fad. Yet, one method comes out clearly on top, attracting 60% more business. Can you imagine what that kind of marketing could do for you?

“Marketers have a history of just taking attention and wasting it.”
— Seth Godin

You don’t want to waste your marketing dollars, or the attention of your customer. In this post you’ll get clarity on what these two modes of marking bring to the table, and ultimately, which one attracts the right crowd.

Let’s jump in.

Brand Story is a way to present your brand in a storytelling format.

The story is about YOU, your business, it’s history, how you overcame adversity, and about the product/service you provide.

“A brand story is a narrative explaining an organization’s purpose, values, and benefits to potential customers.”
— Omnisend

BRAND STORY is a business-centric model.

Brand Stories address these three simple questions:

Brand Story goes something like this: The world is in trouble and you (the hero) are here to save the day with your business’ unique value proposition.

Papa Johns was founded in 1984 when “Papa” John Schnatter knocked out a broom closet in the back of his father’s tavern, Mick’s Lounge in Jeffersonville, Indiana.

John Schnatter making pizza in the back of his father’s bar, Mick’s Lounge — Image credit: Papa John’s

He noticed that while national franchises would deliver a pie to your door, the local, individually-owned shops, which made a higher quality product, did not provide the same delivery service.

Noticing that gap in the market gave Schnatter the base for his Papa John’s business plan: He would make quality pizza and deliver it.

He then sold his 1971 Camaro Z28 to purchase $1600 worth of used pizza equipment, selling pizzas to the tavern’s customers out of the converted closet.

His pizzas proved so popular that one year later he was able to move into an official storefront.

​He became so successful with his focus on quality ingredients, that in 2009, he got the Camaro back after offering a reward of $250,000 for the car.
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​More examples of BRAND STORY

Narrative-Based Marketing is all about empathizing with your audience by telling your customer's story.

Narrative Marketing is a customer-centric model.

It is focused on their life, their problems, overcoming their adversities, and the core feelings associated throughout it all.

The customer is the hero of the narrative, not us.

It engages your audience so they become active listeners, and as a result, brings clarity to what you have to offer them.

Ok, so what does this video with Anna Kendrick and Lily Tomlin have to do with Kate Spade’s products?

Easy, they are wearing Kate Spade right? BUT the video has more to do with the free-spirited crazy of New York city-life. They are identifying with their audience.

That is the feeling of the Kate Spade brand. It feels like the whimsical magic of New York no matter where you go.

Kate Spade puts their customer in the center of their story. It’s about their customer’s wild life, and the product is an added enhancement that resonates to their customer’s story.

Eye catching in-store brand narrative, found at Kate Spade

“She is quick and curious and playful and strong. She is a voracious reader and a fantastic dancer. she saves old snapshots, but always looses her umbrella. her emails pile up, but she never forgets to call her grandmother. She has $7 in change at the bottom of her handbag.”
— Kate Spade

Look What I Built With LEGO.

Marketing Narrative really isn’t new, as represented by this vintage LEGO Systems advertisement.

Vintage 1978 LEGO Systems advertisement

“The feeling of accomplishment children get from building with LEGO Brand Building Sets is something no child should miss. And something no parent should miss sharing.”
— LEGO

Storyteller and business expert Donald Miller said this about the vintage 1978 LEGO ad: “The focus is here is all about this girl’s creativity and accomplishment — which just so happened to involve LEGOs.”
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​iPad advertisement featuring a clip of Robin Williams’ voice from “Dead Poet’s Society”​

This advertisement lets you imagine using iPad in the real world.

While it casts a big marketing net, it’s not vague, it’s specific.

It targets the customers who value creativity. It targets customers who want their children to excel in education so they understand the world around them. It targets travelers obsessed with capturing the beauty of culture.

Each of these micro story moments together build on a bigger idea…not about the product, but it’s end-user; what THEY can accomplish and experience.

The truth is, people don’t buy the best products and services. They buy when its clear their problems and slice of life is understood, and that you can help them do the things they want to do.

You can probably guess by now which method of storytelling worked the best.

Why is that?

It’s because we are expert consumers, we are constantly looking how to continue down OUR story wherever we go.

Papa Johns business-centered story, while inspirational, isn’t really giving you a better reason to buy their Pizza.

You have options (and it doesn’t just include pizza) that fight for your attention…chances are, when you are hungry you chose the Pizza/Restaurant that resonated with you more, making your mouth water.

Here's how Papa John's pizza competitor used Narrative Marketing to their advantage...

Domino’s knew a hard truth about itself: its pizza didn’t taste very good.

So they got back to basics inspired to make a better pizza – but the concept of their brand was "Domino's makes bad pizza" – so did they whip up a founders story or tell everyone their new values and mission statement? No.

Instead by using Narrative Marketing (focused on the customer and their experience) Domino's Pizza was able to turn their harshest critics and transform them into raving fans.

When it comes to our marketing, more often than not, we are obsessed with our business solution…not our customer, or their problem. And that’s the real problem.

So how do we change?

You naturally think like a consumer, which is a SKILL. You just need to shift to think like one when it comes to your own business. Ask yourself this:

What does my customer really want?

What are some of my customer’s problems that my solution addresses?

What does it feel like right now without my product/service?

What is life like after using my product/service?

How are they able to do something they weren't able to do before?

Narrative-based marketing isn’t new. But even in the information age, it’s a muddy topic to find anything on.

So what is a marketer to do? Where do you go from here?

Start with learning to tell a better story

Understanding how story works, and how to structure a good story is VITAL. I have a secret formula I’ve used to write better customer-centric marketing stories, called the Story Circle.

You can uncover my secrets here: The Power of Marketing Narrative

Businesses that put their customer at the center of their marketing, are positioned for great success.

By making your customer the hero of the story, you radically shift your marketing from being self-focused into a new reality.

When you make the shift, your marketing — ultimately your business — has the ability to resonate becoming more clear and appealing to your customer.