Enough about you – Why your brand story should be focused on your customers instead of your business

Brand Stories – the term itself suggests a story that centres around the brand and company. A story about its origins, the founders, it’s ambitions and so on. But the question then becomes – why should your customer care?

Have you ever stopped to think about why certain companies and brands stick with us long after we’ve used their products or services? It’s not just because of their latest & greatest products or their market renown. Rather, it’s often because these brands have mastered the art of storytelling – specifically, telling stories that focus on their customers rather than themselves. In this blog post, we’ll explore why your brand story should be centered around your customers and how doing so can help you build a truly memorable and engaging brand identity. Let’s dive in.

Why customer focused stories over company-focused stories?

There’s a certain amount of debate in the marketing world whether brand stories should be focused on the company or the customer. We believe that while both approaches have their strengths – brand stories should place more emphasis on the customer than the brand itself. Anything over a 60:40 ratio favouring the customer works to make the communication more effective.

The benefits of
customer-focused brand stories

Your business doesn’t exist without your customers. They’re the ones who keep you in business, so it only makes sense that your brand story should be focused on them instead of your company. Here are four benefits of customer-focused brand stories:

1. They humanize your brand.

Your customers are real people with real problems, and they need to know that your brand is here to help them solve those problems. Customer-focused brand stories humanize your brand and make it relatable.

2. They show how your product or service solves a problem.

Your customers need to know that your product or service can actually benefit them or solve their problem. Customer-focused brand stories show how your product or service has helped others in similar situations. This helps build trust and confidence in your brand.

3. They create an emotional
connection with your customers.

Your customers need to feel an emotional connection with your brand in order to become loyal fans. Customer-focused brand stories create this emotional connection by sharing relatable and personal experiences.

4. They set you apart from the competition.

In a world full of generic brands, customer-focused brand stories help you stand out from the crowd by showing what makes you different and why that matters to your customers.

5. They make your brand memorable

Customers are more likely to remember a story that’s about them rather than one that’s about your company. And when it comes to marketing, as we all know, being on top of mind is everything.

How to create a customer-focused brand story

So we’ve taken a look at why your brand story should be focused on your customers instead of your company. But how would you go about shifting the focus, and creating that effective brand story? Here’s a few steps to help you along:

Step 1:
Identify Your Target Audience

Understand who your audience is – who they are on a granular level. Their age range, where they live, what they work as, their ambitions, their goals and any other qualities that may help to flesh them out as actual people.

Step 2:
Identify the key elements of your customer’s journey.

Your customer’s journey is the path they take from their problem to your brand. What is the pain point or need that first spurs them to reaching out? A deeper understanding of their journey can help to understand their motives.

Step 3:
How does your brand help the customer?

Find out how the benefits of your brand connect back to your consumer. How do the benefits help their lives, or help solve their pain point?

Step 4: What’s the idea that brings it all together?

Now that you’ve connected the journey together, it’s time for your idea to make it cohesive. Your creative idea is the catchy hook that makes your brand story memorable. Start with a clever insight and you can start to craft a story that will resonate with them on a deep level.

Remember, the best brand stories are those that are relatable, authentic, and emotive. So don’t be afraid to really dig into what makes your customers tick. The more insight you can gain into their psyche, the better equipped you’ll be to create a brand story that speaks directly to them.

Examples of customer-focused brand stories

Some of the most customer-focused brand stories come from companies who have taken the time to listen to their customers and craft a story that resonates with them. Here are a few examples:

Nike:
Nike’s “Just Do It” campaign was inspired by the sportsperson ethic and the feeling they get when they exercise. The now famous tagline was incepted in 1987, referring to the emotions and drive by athletes. The tagline summed up this feeling, serving to inspire their consumer base and turning into one of the most successful marketing campaigns in history.

The campaign was so relatable to consumers that people began to contact Nike with personal stories about how they “just did it,” in their own personal lives – from quitting their dead-end jobs to adopting healthier diets.

Samsung:
Samsung’s “The Next Big Thing” campaign was created with customers in mind, specifically those who wanted a smartphone that could do more than just help them stay in touch. The campaign showcased people doing their everyday tasks, with a little extra oomph added by Samsung. The result was a highly successful marketing push that pitched Samsung as a presence in the smartphone market.

Starry Homestead
In creating our new positioning & copywriting for Starry Homestead, we kept in mind how the firm improved peoples’ lives, and transformed their spaces from simple residences into something that was meaningful and welcoming to them. Check out their work here.

Conclusion

In conclusion, investing time in understanding your customer and creating a brand story with them at the centre, is key to building strong relationships between your customers and your business. In the words of the great marketer Seth Godin:
“People do not buy goods and services. They buy relations, stories and magic”

By focusing on your customers’ needs, and bringing alive how your product enhances and transforms their lives you can create an engaging story that will make people remember who you are and what you stand for.

Remember that great stories have memorable characters – make sure yours are based around those whose lives you’re looking to improve through your product or service.