Those of us in the daily grind of advertising work in brands all day; brand personality, brand voice, brand building, brand positioning, brand equity, yadi yadi yah.   But in all the day-to-day monotony, how often do we remember the brand story?  Those stories.  The inspiring narratives behind the brand that can create an immediate connection with existing or new audiences.  Extremely powerful tales that inspire and motivate people to act.   Most brands have lost sight of that one word:  connection.  They are scattered all over the place and have lost focus with their original story/reason for being.  

I would like to focus on small anecdotes of brand stories that I connect to. 

Our dictionary defines Apple as both a fruit (biblical in origin, given to Adam by Eve if you read the good book) AND also the most iconic, innovative, and creative brand birthed from the master Steve Jobs (can you tell that I'm a follower?) who in 1983, asked John Sculley of Pepsi-Cola to be his CEO by saying, "Do you want to spend the rest of your life selling sugared water to children, or do you want a chance to change the world?"  His intent was to always change the world.  His brand story exemplifies powerful perseverance that connects with us because he is a true visionary, in a world where those individuals are scarce.  (If any advertising exec or CEO said that line today in a job interview, and they could stand behind this, don't just sign - give your DNA)

Or Pierre Omidyar, founder of EBay, who opened this online auction store (on his personal website) to satisfy his girlfriend who couldn't find online collectors who shared her passion and interests.  Starting out as a forum for people to sell and bid, it soon became a meeting place for people of common interests to share their items and soon, a venture capitalist paid $4.5 million for a 22% stake in the company.  His brand story is one that showcases a creative solution to what was a 'slight' challenge.  His idea gave us a reason to re-purpose our goods for someone else to love.  We connected with EBay because it connected "us" to more of "us" -- people who shared our same passions and interests, with fervor. (OMG if Pierre's girlfriend didn't marry him after this, I don't even want to know who she ended up with.  Maybe Bono from U2 would be acceptable.)

Howard Shultz joined Starbucks in the 1980's and took a trip to Italy that changed his way of thinking about coffee, and inevitably America's too.  His brand story is one of uncommon changes for selling a common commodity.  He positioned a Seattle coffeehouse into a global brand. And we connect with him because of his drive and determination in thinking the 'new' in an everyday product.  Sheer brilliance.  (Note:  Howard Shultz is a prime example of not losing sight of the l story behind the Starbucks brand.  He closed his stores early one day to just re-focus.  I'll stay an advocate just because of that!)

Even if you were well aware of each of these stories at the very least, you re-connected with the brand at an unexpected moment.  That is the power.  The power to connect and re-invent, re-create, and re-position with your audience.   When in doubt, go back to the brand story and connect with the "reason for being) to then connect with your audience.   You won't go wrong in most cases.

SEEK-the brand story to connect with your audience!