Build brand power! Does absolute appeal lie in ‘story’?

Now, when many products flood the world.
An era where every product undergoes minor differentiation repeatedly, getting caught in price wars.

Amidst that, how can one establish an overwhelming and unique position?
This is a story that can be called the core of marketing.

What I want you to pay attention to here is the 'story' for products and companies.

At first glance, the word 'story' is easily overlooked.
Actually, there's a big hint here.

I wonder if many people have caught on to the connection between marketing and story.
That's right, the concept of story marketing is at its core.

In fact, storytelling is important for anything one does.
Precisely because there is a story, people come to like something.

More than imagined, people pour their love into invisible things.
They take significant action towards something that appeals to the heart.
People take action when their hearts are moved by something resonant.

In marketing, numbers are emphasized.
However, how much it resonated with the heart is actually the foundation for increasing sales.
If you can make it resonate with the heart, it will manifest in customer behavior and lead to sales.

Especially, narratives and storytelling are particularly beautiful and deliver a powerful impact for appealing to the heart.

When we create something, the first thing we should do.
It is none other than how to express and convey the story.
With a story, you can give products and services unique value.

For example, imagine an iPhone or iPad.
In fact, touch-operated devices were not first born with the iPhone or iPad.
A certain Japanese company had already achieved it long ago.

The same goes for the Apple Watch.
Recently, a certain article became popular.
It said that a Japanese company had made a product similar to the Apple Watch long ago.

Despite that, why was it Apple?
It wasn't the first tablet or wearable device, was it?
Why couldn't those products take over the world?

Was it because the times were too early? I think that's certainly a factor.
However, there is something fundamentally missing from Apple and the products before it.
That difference is storytelling.

Apple creates products to change the world.
That mindset is already ingrained in people all over the world.
That's why people are drawn to the idea of changing the world.
Whether unconsciously or consciously.
Customers who are moved buy the products and become huge fans.

Eventually, it will spread.
The storytelling aspect of products and companies holds more than just the simple value of the product or company itself.
It remains with users as a significant impact.

What a leader does when creating something from scratch is to tell a story.
First, incorporate storytelling into your company's services, products, and the company itself.
Elaborate storytelling makes all value unique.

Then, consider how to express the story in a resonant way.
This very flow leads to branding.

So, how do you actually do it?
In my case, I first open a text editor.
There, I carefully outline the story I want the company or product to have.

Why release the product?
Think carefully and elaborate on the story.
I try writing as if I were an author.

Feeling like I'm writing the most interesting novel, I continuously develop the story.

For example, let's say there's furniture with an art concept.
Let's say its selling point is a unique design that also pursues convenience.
Furthermore, let's assume it was a furniture brand discovered in New York.

In this case, simply talking about furniture with an art concept won't spark interest.
Since we're at it, why not try writing a story like this?

I roughly wrote down whatever came to mind.
However, hasn't the understanding of the product deepened many times more than just saying 'We sell artistic furniture'?

Furthermore, it also provides an opportunity for 'empathy' for people who share the same way of thinking.
That's why a very strong fan base follows.
From this concept, there is also the possibility of branching out into other projects.
By telling stories and narratives, products gain a soul and create a large circle.

Stories are not told from the value of the product.
Why must that product exist?
Only when there is a reason for its existence can it bring 'conviction' to people.
Stories and narratives breathe life into products and companies.
Products and companies without a soul will quickly get buried among the many competitors.

Want to change something, want to solve something.
Such strong feelings ultimately lead directly to corporate sales.

Furthermore, in recent years, there has been a growing tendency to value 'experiences' more than 'material wealth'.
This situation also provides impetus, drawing more attention to the role of narratives for companies and products.

Thoughts and wishes, such human emotions, should be given importance.
It's no mistake to think that this will lay the groundwork for future marketing.

When creating your own product or launching a service, always tell a story.
That is precisely why it becomes an opportunity to create empathy among many people.
Don't just look at the numbers, but consider how to resonate with people's hearts.
This is also an important part of marketing.