[No. 36] Encountering Business Books: The Ultimate Asset Taught by the 'God of Branding' - 'Creating Signature Stories'
In this [Encountering Business Books] series, I will introduce, in a review format, one business book at a time that I have encountered and that has served as a catalyst for changing my perspective on life and business.
"Our product is 30% more functional than our competitors' and 10% cheaper!"
In the business world, we tend to try to persuade customers with a list of such "facts and specs." However, in today's world overflowing with information, boasting about functions and numbers will not leave even a millimeter of an impression on a customer's memory. The only thing that remains is a "story that stirs the emotions."
Today, I will introduce the definitive guide to branding, which explains how to stop talking about "facts" and how to build and convey "stories," the most powerful asset for a company.
Book and Author
The book I am introducing today is "Creating Signature Stories" by David Aaker, who is known as the "father of modern branding" for popularizing the concept of "brand equity."
What kind of book is it?: A book that defines that what a company should communicate is not product advertising, but a "signature story" that embodies the soul of the brand, and systematizes how to create and find them. It is a bible not only for marketers and executives, but for everyone involved in "communication."
Introduction: Why are "facts" forgotten and "stories" remembered?
Aaker gives a clear warning: "Facts invite debate, but stories create empathy."
When presented with the fact that "our company has the industry's No. 1 cleaning power," the human brain becomes rational (System 2) and begins to compare and criticize, asking, "Is that true?" or "How does it compare to other companies?"
However, when we hear a story about "an employee who drove around in a storm for a customer who really needed to remove a stain...", we stop our critical thinking and immerse ourselves in that world. As a result, even if we forget the fine details and numbers, the "goodwill" and "memory" toward that brand are vividly burned into our minds.
The Core of the Book: What is a "Signature Story"?
Of course, not just any made-up story will do. There are three clear conditions for a "signature story" that grows a business.
Intriguing: It must capture attention and move the customer's emotions.
Authentic: It must be based on a true story, not lies or exaggeration.
Strategic Message: The story must embody the brand's values and vision.
A mere "funny viral video" is not a signature story. Only true stories that are perfectly linked to the company's reason for existence become brand assets.
Application to Modern Business / Practice: Where are the "stories" hidden?
There is no need to give up, thinking, "A small-to-medium enterprise like ours doesn't have a dramatic founding story like Apple or Nike..." Aaker says that stories are buried everywhere in our daily lives.
Customer Stories: How has the customer's life changed by using your product?
Employee Stories: What unconventional actions have your company's employees taken for the sake of customers?
Founder Stories: Why, in the first place, did you start this business despite the inconveniences?
Unearth these small, true stories sleeping within your company, polish them, and keep telling them over and over. This is the ultimate branding activity that no other company can ever copy.
Summary: Stop fighting with facts and start telling stories
'Brand Storytelling' is a book that strikes at the essence of communication.
No matter how excellent a product you create, as long as you talk about it in terms of specs like 'features' or 'price,' you will eventually lose a price war to a giant corporation with more capital. However, if you can build a 'signature story' that carries your company's beliefs, it becomes a unique brand asset that no one can imitate.
Is your messaging just a list of specs? Starting today, stop trying to persuade with 'facts' and start telling 'stories' that strike a chord with your customers.
▼ Recommended reading (from past series)
This is a must-read list to sharpen the 'power of stories' learned in 'Brand Storytelling' into an even more powerful weapon from the perspectives of psychology, neuroscience, and leadership.
[No. 14] 'Made to Stick' [Reason for selection: Why stories stick in memory] Why do the 'signature stories' advocated by Aaker stick so intensely in customers' minds? This is a masterpiece in which Stanford University professors reveal the laws of memorable messages (SUCCESs) and prove how 'storytelling' deeply pierces the human brain.
[No. 35] 'THE RHETORIC: The Art of Communication as a Life Weapon' [Reason for selection: The difference between facts (logos) and emotions (pathos)] A modern version of Aristotle's rhetoric, which can be said to be the source of this book's claim that 'people are not moved by facts.' You can learn the secrets of storytelling that draws out emotions (pathos) and empathy, rather than defeating the other party with logic (logos).
[No. 80] 'The Story Paradox: How Our Love of Storytelling Builds Societies and Tears Them Down' [Reason for selection: The overwhelming hacking power of stories] If you want to know how powerful the stories a brand tells are, the best way is to know their 'dark side.' This is a potent drug that requires careful handling, exposing the neuroscientific mechanism by which stories paralyze human critical thinking (reason) and can even lead to a state of brainwashing.
[No. 19] 'Start with WHY: How Great Leaders Inspire Everyone to Take Action' [Reason for selection: The core of founder stories] When unearthing your company's signature story, the most powerful one is the 'founder's story.' Companies must not talk about 'WHAT' they do, but 'WHY' they do it. This is a bible for verbalizing the fundamental purpose of a brand.
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▼ I introduce many other things too!