“Marketing is no longer about the stuff that you make, but about the stories you tell.”
Apple has a story. Budweiser has a story. Nike has a story. In-N-Out Burger has a story. Most successful brands do. They have a story beyond their “product” that has been burned into the minds of the consumer.
Microsoft doesn’t. Microsoft is a utility program – a good one – but a utility program mostly purchased transactionally instead of emotionally. There aren’t a lot of positive Microsoft stories. Stories are what people remember.
Take that all down to the level of say, your radio station, and how does it translate? Is there a story you tell everyone about the station – one that is about the music, but beyond the music at the same time? Something that taps into your listener’s passion? Something that’s uniquely yours and not shared by other stations in the same format?
This post is a “how to” one. Here are two people who can help:
The right story starts with the “why.” Simon Sinek’s concept links well with media brands. You just have to figure out why your station does what it does, and why people become fans. Chances are you can weave those into a terrific story.
You can also find help from author Donald Miller’s Storybrand site. You may recall Miller from his book, “Blue Like Jazz.” Someday, when I have enough time, I’m going to attend his sessions on building your brand’s story. But I’ve already learned from him the value and importance of the right kind of story.