“We’re too small for brand stories to matter.”
Someone said this during a presentation I was giving last week.
I’d been talking about Virgin Atlantic and BA – how they operate in the same space but tell quite different stories.
They seemed to get that, but then came the objection…
…”That’s global brands with big budgets, though. We’re a small business.”
“We’re too small for brand stories to matter.”
Someone said this during a presentation I was giving last week.
“You’re right,” I said. “You can’t compare yourself to Virgin. Different scale, different budgets. But there’s something you do have in common.”
I pointed to the graphic you see here.
“You both target people. And people don’t connect with facts and figures – they connect with stories.”
There was a pause. Then: “Oh. I see now.”
People choose based on stories they connect with, they remember and trust.
Without a story, you’re just another option competing on price.
Global brand or small business – what matters is being memorable. That’s what makes you the obvious choice.