What's your brand story? | Jeff Freedman | TEDxBeaconStreet

Summary

The speaker emphasizes the importance of brands building strong relationships with consumers, akin to personal connections, rather than aggressively promoting themselves. Brands should focus on their 'happily ever after'— their aspirational goals that resonate with consumers. The core belief, or 'moral of the story,' is crucial for a brand's authenticity and differentiation. Using Boston Medical Center as an example, the speaker illustrates how uncovering a shared core belief can strengthen a brand's connection with its audience, leading to a more profound and lasting relationship.

Takeaways

• 😀 Building relationships is crucial for brands to prosper and persevere, much like personal connections.
• 🎯 Brands with strong relationships often have customers who are more forgiving, more engaged, and willing to spend more on their products and services.
• 📢 Brands should focus on storytelling that invites people into their narrative rather than interrupting with self-promotion.
• 🌟 A brand's 'happily ever after' is its aspirational goal that goes beyond profit, aiming to make a difference in the world.
• 🚀 Brands with a clear 'happily ever after' are more attractive and can differentiate themselves from competitors.
• 🤔 The core belief or 'moral of the story' is what truly makes a brand unique and guides its actions, not just its products or services.
• 🏥 Authenticity is key; a brand's core belief must be genuine and consistent across all audiences and communications.
• 🔍 Discovering a brand's core belief often involves understanding the motivations of those who represent the brand, such as employees and stakeholders.
• 🌈 Shared beliefs are the foundation for strong brand relationships; when a brand's moral aligns with its audience's values, loyalty and engagement increase.
• 📈 By focusing on their core belief and 'happily ever after', brands can foster deeper connections, leading to increased support and growth.

Q & A

What is the primary way brands often try to attract customers, according to the speaker?

Brands often try to attract customers by interrupting them through various media platforms, boasting about their greatness, and asking customers to take actions for the brand.

Why does the speaker compare a brand's approach to a person's behavior at a party?

The speaker compares a brand's approach to a person's behavior at a party to illustrate that self-promotion and interruption are not effective ways to build relationships, whether in social or brand interactions.

What percentage of emails from brands are mentioned as never getting opened?

More than 75% of emails from brands never even get opened.

What does the speaker suggest as a better approach for brands to build relationships with customers?

The speaker suggests that brands should focus on building relationships by sharing their story from the heart, demonstrating what matters most to them, and inviting people into their narrative.

What is the term used by the speaker to describe a brand's ultimate goal or aspiration?

The term used by the speaker to describe a brand's ultimate goal or aspiration is 'happily ever after.'

Why do the brands we love often give us a sense of belonging, according to the script?

The brands we love often give us a sense of belonging because they have aspirational goals that we want to be a part of, and they make us feel like we are part of their story.

What is the importance of a brand's 'happily ever after' in building strong relationships with customers?

A brand's 'happily ever after' is important because it represents the brand's core belief and purpose, which, when shared and authentic, can attract and connect with customers who believe in the same values.

What does the speaker mean by 'the moral of the story' in the context of branding?

In the context of branding, 'the moral of the story' refers to the core belief that guides a brand towards its 'happily ever after' and differentiates it from competitors, creating a deeper connection with customers.

Why is authenticity important when a brand discovers its 'moral of the story' or core belief?

Authenticity is important because a brand's core belief must be genuine to the brand's identity and values. Pretending to have a belief to attract customers will not lead to lasting relationships.

How did the speaker help Boston Medical Center discover their 'moral of the story'?

The speaker helped Boston Medical Center discover their 'moral of the story' by speaking with the people who worked there and asking why they did what they did, ultimately finding a shared core belief among staff and audiences.

What was the core belief discovered at Boston Medical Center that guided their actions and differentiated them from other hospitals?

The core belief discovered at Boston Medical Center was that 'life's greatest privilege is taking care of those around you.'