Stop Being Just Another Company. Become A Brand By Telling Stories.
With just forty dollars to his name and the clothes in his suitcase, Walt moved to Hollywood in 1923. He also had a vision — a dream of something much larger than himself. By the end of his career, he had become one of the most iconic entrepreneurs, showmen, and producers of all time. And even beyond his lifetime, Walt Disney’s legacy continues growing to new heights.
Stories connect us as a society
Stories are the foundations of our largest institutions. Religions, companies large and small, and the very founding of nations are all based on stories.
Just take a look at the founding of the United States and how many well-known stories go into crafting that overall narrative:
- Christopher Columbus, an explorer from Europe, discovers the “new world.”
- The story of John Smith, a colonist, and Pocahontas, an native in the new world.
- The Declaration of Independence, which was basically an open letter telling King George and England to f*** off.
- The American Revolutionary War, where colonies joined together as a ragtag volunteer army to take on a global super power’s military; and WON.
- Then, when the north fought against the south in the Civil War, to abolish slavery and start the journey of bringing equality to all people.
- “In God We Trust” — which is inscribed on every single piece of U.S. money.
And now, almost 250 years later, the U.S. has a population of over 300 million. That’s 300 million people subscribing to the American narrative — a series of stories that tell where our country started from, has been, and is now.
The world’s most valuable companies are built on stories.
These stories build a connection and give us something to identify with.
In 1976, Steve dropped out of college and followed his passion for computers. This was at a time when technology was changing rapidly and being formed by those who truly loved it. He used this passion to start Apple Computers and eventually built it into an empire. And now, Steve Jobs is viewed as a visionary founder and a legend in technology and business alike.
Apple started by revolutionizing the computer industry. Then they transformed the way we listen to music, with the iPod. Then the iPhone. And later, the iPad. Innovation after innovation led Apple to become the world’s most valuable, most profitable company today.
Innovation is in Apple’s DNA. It’s part of their story. When you buy an Apple product, you are buying the story of the company and becoming a part of it.
When you buy an iPhone, you’re identifying with their story.
Great brands build a connection with their customers.
Great brands connect with people on a level deeper than just the products they sell. They tell great stories through their history, their people, and their products. And everything ties into their greater narrative.
Whether it be the story of Walt Disney, moving to California with big dreams, Steve Jobs dropping out of college to build a computer empire, or the underdog American colonists pissing in King George’s tea, there is always a story.
Whenever you find a group of people connected to something, really, they are connected to a story — one told by a brand.
Disney is a brand.
Apple is a brand.
The United States, under this definition, is a brand.
Companies sell products. Brands tell stories.
For smaller companies to take advantage of this, the key is to bring out the story in a way that draws people in.
You have a story and your customers have stories.
Tell those stories, engage your audience, and turn your customer base into a fan base.
Thank you for reading! 👏
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