After seeing poor children without shoes in Argentina years ago, the founder, Blake Mycoskie, came up with a concept: for every pair of shoes his company sold, one pair would be provided to a child who didn’t have any.
One of the most important stories available to marketers is the chronicle of their own brand. Determining what message your brand wants to convey and what emotions you want to summon forth is the first step. Take, for example, Toms Shoes, a company that designs and markets footwear. After seeing poor children without shoes in Argentina years ago, the founder, Blake Mycoskie, came up with a concept: for every pair of shoes his company sold, one pair would be provided to a child who didn’t have any. Such a story not only highlights the company’s commitment to social good, but also brings forth feelings of empathy and compassion. Determine what emotions you want to elicit, and the strongest story you could tell. Is it the purpose behind the company’s founding? The way it was founded? Perhaps you have a compelling employee story that speaks to your brand values. Define your focus and then look for narratives surrounding your core message.