Communicating your product means telling your story

Marketers often think about stories as a tool in their communication toolbox. You have your product. And then you start looking for a story to tell around that product.

Yet, what makes the most beloved brands so successful is that their product is the story. We buy into the story that is Coca-Cola, Airbnb, or iPhone. We buy into the story that is Seth Godin, Simon Sinek, or Tony Robbins. All of these brands are they story they tell.

And because they are, it’s so easy to tell little everyday stories about those brands. Little stories that become part of the brand story. Little stories that communicate what that brand stands for in ways that are totally authentic to the brand.

Story isn’t a sideshow to our product. When you have a cause and want to make change happen, your story is the product. And communicating your product means telling your story.