A Wren Says

I’ve been listening to an episode of the Beyond Luxury podcast, with Dr. Daniel Langer as a guest. One of the many takeaways that made me look up more of his work it this: The worst story you can tell is the one that everyone else is telling.

Langer recounts an example of luxury brands trying to appeal to clients on the basis of their brand history. Brand A tells its clients that it is based in France, over 100 years old, and uses the finest quality raw materials. Brand B tells clients about its origins in France over 100 years ago and how its watches are made with the best possible materials. Brand C speaks about how its quality standard when it comes to the materials they use, ever since they were founded over 100 years ago in France. Can you guess the story that Brand D is going to tell?

I get it. You want to win over customers. You want them to think you are the best. After all, you have to compete in against the many brands vying for the same customers as you. The problem is that you can’t stand out while simultaneously doing exactly what everyone else is doing. You have to be willing to tell a different story.

Find that story that is uniquely you. What are the key pieces that make your brand tick? What is it about you that will appeal most to the customer. What is the story that only your brand can tell? How can you tell a different story?