There is a remarkably simple exercise that I share with clients to help them understand storytelling for their brand.
It involves shoes.
I like to bring several pairs of shoes into a conference room and to ask what is the story each of the people wearing these shoes might tell. Sneakers, fancy dress shoes, work boots, etc.
The exercise starts by saying, what story might the person wearing each pair of shoes tell about buying a cup of coffee. The person in the work boots will tell a very different story from the women in the Jimmy Choo’s.
In my little exercise, the team pretends they are opening a coffee shop. Then the brand managers have to write a story that the owner of each pair of shoes would tell themselves about that morning joe.
Customer’s Shoes and Personas
When you create personas that define the communities you serve, it helps to focus your marketing effort on creating an environment, promotions, programs or actions that meet that customer’s needs.
The brand’s job is to tell the story that helps each customer wants to hear to help them solve their problems and live their lives. Walking in their customer’s shoes gives a business a chance to satisfy their needs.
- The middle-aged man from Louisville in the work boots wants his coffee strong, fast and cheap.
- The young Seattle woman in the Jimmy Choo’s wants her latte elegantly served in China and personalized with skim milk with a hint of cinnamon.
- The Brooklyn hipster in Tom’s Shoes wants his coffee filled in his recyclable to contain with fair trade coffee.
How do you like your coffee and what type of shoes are you wearing right now?
Are you telling your story or the story of the customer’s you want to serve? Need help with a narrow or wide issue? I can help. Text me at 919 720 0995 or email me at jeffreylynnslater@gmail.com
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