Four States Small Business Blog

Why You Shouldn't Tell Stories About Your Product

Posted by Kylie Davis on August 19, 2020 at 8:00 AM

brand storytellingEven though many people confuse a brand story with a product story, they are, in fact, very different. In truth, a brand story is something much bigger. It is a cohesive narrative that encompasses the vibration set in motion by your brand. Unlike a product story, which is basically your company talking about your offerings, your brand story inspires so much more while enticing an emotional reaction from your consumers.

However, what the main difference boils down to, is you do not want to focus on selling the product. Preferably you want to focus on brand storytelling, showing your consumers precisely what makes your brand so unique. Apple, for example, is a pro at optimizing on their brand's story, from the way they design their computers to the way they operate their Genius Bar experience. All aspects of their brand story are aligned, which leads to amazing products and results that end up challenging the status quo. 

Having a Great Product Simply Isn't Enough

In today's overcrowded digital marketplace, you’ll do well to remember that just because you have a reliable product does not mean it’s enough. You need to be able to share what makes your product unique so that it stands out among the competition. In this age of authenticity, consumers want to be able to connect with their brands, so much so, that 86% of consumers say authenticity is a crucial factor when deciding on which products or brands they want to support and like. 

No longer can companies get by with just satisfying their customer's needs. They need to do that plus so much more. Businesses have to show their consumers that they'll be there solving their problems while fulfilling their desires now, and ten years down the road. So how can a company complete this challenging feat? By working with your customers. 

  • The more input you have from your consumer, the better experience the customer will have with your product. 
  • Working with your consumers can show that you have your customer's interests in mind. Not only will this build respect and trust, it can help you retain consumers for the long haul. 
  • Use brand storytelling to raise awareness and demonstrate how your product fills your customer's needs.

Products Don't Stir Emotion

Did you know that 85% of consumers conduct research online before making a purchase? With all the options out there, customers want more than just a product. They want to enjoy the whole experience as well. When you provide customers with what they want, it builds brand loyalty, which means your consumers will choose your products or services consistently over their competitors time and time again.

Let's go back to Apple. Apple has figured out that it's not just about the product; it is about the whole process. Brand Keys recognized Apple as the best representative of customer enjoyment and loyalty in laptop computers, smartphones, tablets, and online music. Eighty-seven percent of Apple customers consider themselves brand loyal, meaning they will continue to purchase Apple products in the future. 

Products Don't Support Causes - Brands Do

Companies understand that their products and services can no longer just do well if they want to succeed in the long run. In reality, many companies know that to go the distance, their mission needs to be good for the community as well. Companies that care about social and environmental causes make a more significant impact than those that choose not to get involved. 

Google, the world's most popular search engine, has made giving back its mission. Not only has it achieved its 100% renewable energy target, but today it’s the largest corporate renewable energy purchaser on the planet. Google has made it a mission to make decisions with social impact lenses, which includes facilitating green commuting, paid time off to volunteers, and even employee gift-matching. 

Studies show that doing good, gets results:

  • 68% of millennials purchased a product with an environmental or social benefit in the past year.
  • 88% of consumers will be more loyal to a business that supports environmental or social issues.
  • 87% of customers will have a more positive image of your business if it supports an environmental or social issue.
  • 87% of consumers will buy a product that has an environmental or social benefit.
  • 92% of consumers will likely trust a company more that supports environmental or social issues. 

If you want to sell your products, you need to start thinking of unique ways to set yourself apart from the competition. Humanizing your brand and sharing its story is one of the best ways to differentiate yourself, your company, and the products you offer from the crowd. By telling a great brand story, you can get into the minds of your customers and convince them that you’re not only relevant, you’re here to stay. 


Topics: Branding