The 1 Storytelling Tactic Businesses Use to Stay Competitive Might Surprise You

What do we do when good old content marketing and blogging isn’t cutting it, because all our competitors are just as active as we are on social?

If you are serious about building a solid, memorable brand that commands loyalty and price, then no matter what sector you’re in, you have to tell yourself, all your colleagues and their mother, that you’re in the fashion business.

1. You’re in the Fashion Business

Turns out people have a craving to express themselves in everything they do. Not just what they wear, but:

  • where they go (Rooftop lounge)
  • what they eat (Beef brisket, slow-cooked)
  • what apps they use (Pocket)
  • what they talk about (UFC)
  • what coffee they drink (Matcha Latte)
  • what they listen to on Spotify (Coldplay)


It’s all fashion. People’s choices in just about everything come together to weave what they perceive is their ideal self that they are in constant pursuit and refinement of (shout out to psychology heads).

But what does this mean for your brand?

If our product can help our customers express themselves better, we earn the privilege of helping them shape their ideal lifestyle.

When you think about your brand as being a fashion brand, you unleash an arsenal of storytelling tactics that if employed the correct way can penetrate your market and increase loyalty.

2. Yogi Tea, Harley Davidson, and Daft Punk

People are purchasing more symbolically than ever before. Godin said they buy the story (2005). Solis said they buy the experience (2015).

One thing is for sure, they’re not just buying a product anymore.

It’s not what we buy that makes us happy, its the stories we tell ourselves about it. It what we do after we buy it. Its the conversations we have with our friends about it. We buy for culture.

Ask Yogi Tea, Harley Davidson, or Daft Punk how they stood out in such saturated markets and they will tell you it’s by focusing on experience, and then operationalizing that into their daily processes to ensure that people clearly feel that.

3. Try These Glasses On

Airbnb is not just a value-for-money alternative to hotels, its helps you make a cultural statement about yourself, and wanting to feel local when abroad rather than do the typical touristic stuff.

It’s fashionable to use Airbnb.

Evernote isn’t just a smooth-running notepad app on your phone, it makes you feel smarter because of all the ways you can capture information around you, turning it into stories and inspiration every morning on the way to work.

It’s fashionable to use Evernote. And I love me some Evernote.

The Matcha latte. The 1970s second-hand vinyl you bought in 2015. The sleek matte black laptop in your bag. The sold-out Sunday brunch restaurant with the DJ from Cuba- they’re all fashion statements, about who we are and how we want to express ourselves.

Your brand needs to be a fashion statement for people. If you change how you think of your brand, you can change how your customers think of your brand.


Don’t think of your app as a new way to do an old thing faster. Think of it as a new way to help you master each day to the fullest.

Don’t just talk about the clients your agency worked with. Talk about how you enhanced their outlook on how best they can impact the world.

People love that. It helps them better connect with you. You see this pay off most when it reflects positively on the volume of brand mentions and lead gens you will accumulate.

Apply it

Challenge your team to think different. Here is quick exercise you can use to convert your offering into a fashion:

  1. Who is my product for? Who is not for?
  2. What do I want them to feel when they have it?
  3. How will I reinforce that feeling through my communication?

If you enjoyed this piece, I hope you share it with your followers. Do they have the same answers as you in the above exercise?

If you want more free tactics, drop your email here