May 08, 2019

Intention vs Assumption: how to tell your brand story

Many organisations assume that their products or services speak for their brands. However, in today’s highly aware and highly digital age, this just won’t cut it anymore. People want more from their brands than just the products or services they have to offer. They don’t just buy from a brand because they assume they have the best products; they buy from brands that give them a reason to believe. That is why the brands of today have to make their purpose and intentions crystal clear in order to surpass the target audience’s assumptions. So how would you do that?

1. Don’t assume customers only buy the best products

So, you’re in the business to make the best product. Duh. What else do you do? Customers already assume that businesses exist to create better products than their competitors. After all, nobody goes into business to make something subpar. In today’s world, you cannot rest on customers’ assumptions anymore. You need something more than just a high quality, innovative product/service to stand out in the marketplace. You need intention. You need a purpose. Look at Apple, for example, they stand out not because they make the absolute best products. They stand out because their purpose is to “think different” and to help their customers be different.

2. Tell the beginning of your story

Make the genesis of your brand relatable to the target audience by painting a clear picture as to why you started the business in the first place. Was it to do right by the environment? Was it because you noticed an injustice that needed to be fixed? Was it simply because you wanted to ease somebody’s burden? Every business starts for a specific reason; Patagonia started because they wanted to save the planet, ThankYou group started because they saw the obvious need for clean water in third-world countries, and Boost Juice started because they wanted to make healthy living both tasty and fun. So before you sell your products, make sure to tell your story.

3. Articulate how your product/service caters to your brand’s intention

Once you’ve communicated the origins of your brand and your purpose for being, align your products/service to that purpose. Let your target audience know the connection between your offering and the reason you’re in business. For example, ThankYou group uses their products to directly fund their humanitarian projects overseas and they encourage their customers to see how their purchase impacts the project as a whole. So, how does your offering support your purpose and cause?

So the biggest takeaway here is that from day one, you want to establish your brand’s intention and dispel any unnecessary assumptions that your target audience might have. You want your customers to really understand what it is that you do and most importantly, why. By communicating how your product or service fuels the intention on which your brand is built only then can you create a strong connection with your customers. Knowing how the product or service is going to help your brand’s cause is what’s ultimately going to help your customers relate to your brand and surpass their own initial assumptions.


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