In today’s competitive landscape, talking only about your product features won’t cut it. To make your brand stand out more, you need to provide the ‘why’ behind your business. Because, when everyone offers the same thing, what will eventually prevail in the buying decision is an emotional element. Science has proven time and again that stories can create that emotional connection, because we are wired to soak up information through stories from an early age. Also, people are attracted to meaning and want to be part of something bigger than themselves.
Your passion, a specific cause that you support, a personal experience that led you to start your business, or another element that can be turned into an interesting narrative, can define your brand story and add meaning to your business. Here’s an example of the brand story behind our customer, Leen’s, which is a restaurant chain with locations in Dubai and Abu Dhabi. See how a personal experience created an emotional connection to its target audience:
“During his years in Dubai, our founder, Claudio Leenders, started to feel the pulse of this dynamic city and its inhabitants, many of whom came from different origins and backgrounds, just like himself. Like Claudio, they wanted a place that would indulge their profound taste with various international recipes collected on their travelling routes and carefully stored in their wanderlust memories. At the same time, they craved a homey atmosphere, where they – citizens of the world – could be themselves and not feel like strangers. Where they don’t have to dress up to enjoy five-star meals. Claudio decided to create such a place.”