Your ‘Creation Story’: A Sure-Fire Way to Build Brand Engagement

by / August 25, 2014

The story is probably as old as time. The hero (or heroine) sets out to recreate the world according to their own point of view. They have an idea about how to make something better, cheaper, faster, stronger, and more powerful.

They write their idea on the back of a napkin, in their car, on the train, during soccer camp, while walking through a field, or while talking to a friend.

The garage, basement, spare bedroom, or car trunk have all been launching pads for these new, better, best ideas. Apple Computer started in a garage. So did HP. Ron Rice, founder of Hawaiian Tropic, mixed sunscreen formula in his garage. Google started in a dorm room as, apparently, did Facebook. eBay started in a spare bedroom. Method started in, well, a house.

The thread that runs between all these beginnings is that these now-hugely successful companies started as frangible ideas. They were underdogs. An open window would have extinguished the fragile flame that fired them.

People, whether customers or employees, are attracted to these stories of beginnings. The origin story is the foundation of your brand narrative and answers fundamental human questions: Where are you from? How did you get here? As Americans, we are always enthralled with these garage-to-riches stories. They remind us of our ingenuity and freedom to succeed.

When consumers hear how you got started, this triggers an emotional connection and opens up receptivity to other ways you can engage. Once emotional connections are made, you become sticky. People feel like they know who you are. They recognize you. They begin to believe in you.

They may even want to become a part of your tribe-;the key to brand engagement.

Try this. If you’re in a large group, ask one person where they were born. Where they went to high school. Where they live now. Of the dozens or even hundreds of strangers in the room, everyone will have an emotional connection to that person, simply based on those simple data points.

Emotional connections mean engaged customers who stick.

Think of the creation story for your company, technology, or firm. How did you get started? Where are you from? Where did you get the idea?

You may not have started out with a bang. But once they understand where you’re from and what you’re about, you just might start to take off.

via Patrick Hanlon at

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