Several entrepreneurs start their manufacturing business because they were faced with a question or a challenge and there wasn ' t implement in the market that provided a solution... or, a spark of inspiration caused them to create a product that could fix the mess.
Sara Blakely launched her first Spanx product when spring chicken became frustrated that wench couldn ' t tardy her $98 cream - colored underpants. Maiden cut the feet out of her pantyhose and created her first revilement - a footless pantyhose. This product started it all. Now Spanx is a multi - million dollar undergarment company, making Sara Blakely the world ' s youngest female self - made billionaire.
Her love for her dog Chewy, who was parlous sick when she adopted him, was the inspiration behind Marie Moody ' s company, Stella & Chewy ' s, a pet food line that uses raw meats and organic vegetables to create frozen and freeze - dried meals for dogs and cats. Stella & Chewy ' s had sales of more than $8 million in 2010 and continues to grow.
These are both examples of brands with a compelling story. Their stories are inspirational and memorable.
Why is it important for your brand to have a compelling story?
1. Your customers are more likely to remember you if you have a story. Studies have shown that there is a strong connection between emotions and memory. People usually remember stories because they feel a connection, which in turn triggers an emotion and impacts memory.
2. A brand or a business with a compelling story establishes a bond between you and your prospective customers. We ' ve all heard about the know - like - and - trust factor when marketing your brand or your business. Having a story establishes a personal connection with your prospects, which in turn can affect the way your customers associate with you especially if it ' s something with which they can relate. If they can relate with your story then it establishes the know - like - and - trust factor and...
3. It provides instant credibility. If you have a story like Marie Moody who had a mutt who was severely sick when she rescued him, but she was able to extend his life by changing his diet... this success story provides proof that your product actually works.
4. Your compelling story is a great way to build brand loyalty. I ' m personally attracted to, select and stay with brands that have a purposeful mission and philosophy. Having a story is a great way to attract loyal fans and customers.
5. It differentiates you from your competition. Your story is unique and so sets you apart from other brands. The more emotional your story is, the more likelihood you will stand out from the competition.
