Marketing is like a bad phone connection. You can talk and talk about your products, but customers only get your message in bits and pieces until you find a communication method that works. The good news is brand stories create a direct line to your audience. Giving your products a personality makes your purpose and value clear to customers so they start reaching out to you when they need a solution.
Defining a Product’s Unique Selling Point
Stories are a way of telling customers that your business or product exists for a purpose beyond making profit. To keep people coming back to your business, your brand and products have to feel like characters in each customer’s personal narrative. Create a story that connects with customers by showing them how a product can bring unique value to their lives. Ask yourself:
- What problem does this product solve?
- Does the product fill a gap in the market?
- Why does the product exist?
- What beneficial ways can a customer use the product?
- What features make the product special?
Outdoor recreation outfitter MEC, consistently ranked as one of Canada’s top brands, rebranded and developed new products when its audience shifted from niche mountaineers to sophisticated urbanites. The company uses funny and practical demo videos to show fitness, nature, and sports enthusiasts how each product can serve urban and outdoor lifestyles, making it easy to stay active no matter where they live.
Follow a Simple Structure
Myths, fables, and fairy tales entertain people around the world for a reason. They present the facts in a simple format that builds expectations and ends with gratification. A product story should also be simple and straightforward because you don’t want to confuse your audience. Consider including these key elements in your story.
- Problem or need: Describe the problem you want to solve.
- Solution: Explain how you approached the problem or an incident that helped you find a solution.
- Success: Explain why the product has value or why you want to share it with others.
Focus on the Details
Details that seem too mundane or obvious, such as appearance, name, or place of origin, are often the most relatable selling points. Consider Canada’s beloved cheese company Saputo, which built an international brand around the story of a master cheesemaker who immigrated from Italy to start a new life after World War II. Ads typically feature familiar characters and settings, such as a grocery store employee explaining what a customer can make with cheese products or a young child spelling the famously long “Mozzarellissima” brand name. Saputo product stories focus on heritage, family, and culinary mastery, celebrating the fact that loving cheese is a way of life for many people.
How to Tell Your Product Story
The way you frame a product story can affect its impact. Keeping structure and detail in mind, think about a compelling way to tell your story that makes customers understand the product’s importance. Consumers value authenticity, innovation, comedy, and the element of surprise, so target common emotional triggers, such as family, origins, triumph over adversity, failure, and lifestyle trends. Don’t be afraid to admit you stumbled upon a solution or failed over and over again before you got it right. Customers feel connected to product stories that show your dedication to creating value. Most importantly, invite your audience into your world, whether it’s introducing them to your factory, design goals, brainstorming process, development team, or long-time customers. People don’t automatically understand all the work that goes into making a great product. Putting real faces and environments into the story makes your product memorable. Customers transform into brand ambassadors when they feel they have a stake in your success.