10 Nov 2020

Get Your Brand Message Across With a Good Story

The world is literally filled with marketing messages. Your target audience can’t possibly pay attention to all of them, which leads us to a really important question…

What’s going to make them pay attention to yours?

We’ve said this before, and we’ll say it again – it’s all about standing out.

A company that does a really great job of this is Apple. Their tagline, “Think different,” perfectly sums up the way that their entire business model works.

What’s interesting about this is that in reality, Apple products don’t differ too much from their Android and Windows counterparts. In fact, Apple products are notoriously slower than those other products. Their battery life tends to be shorter, the phones themselves are incredibly fragile, the list goes on. But if you’re anything like me, you’d die before you had green bubbles show up when you send a text.

So, it would only make sense that when you buy an Apple product, you’re drawn in by the company culture and aesthetic that they’ve managed to build  – not necessarily the product itself.

Products that fill needs are undeniably important selling points, but transforming your brand into an entity with a mind of its own can completely change your growth trajectory. Here a few tips to help you do just that.

  1. If everyone’s thinking it, why don’t you just say it?

The ads that resonate most with me are always the ones that strike me as the most honest. Ads that poke fun at something we all hate – or better yet, themselves – feel more genuine than ones that go straight to the sales pitch. You don’t have to be making any groundbreaking revelations here, just acknowledging the proverbial elephant in the room.

  1. Get to the point.

Marketing jargon is exhausting. Don’t waste your audience’s time with vague, confusing language. For instance, if you’re trying to sell someone on the idea that you save your clients money, be specific. Put real numbers in front of someone. It’s much more convincing than a generalized statement.

  1. Focus on universal truths.

Telling a great story isn’t about being an amazing author, or unearthing some idea that nobody has ever talked about before. In fact, it’s about the opposite. You want people to relate to your message, which means you need to focus on feelings and experiences that most people can connect with something in their own life.

Sometimes, a professional opinion can make all the difference. Hiring an ad agency to help you nail down your brand story can save you time, money, and headaches.

Here at encite, we’re experts at storytelling. If you need a little help crafting yours, give us a call.


I’m Sophie Mann, and I work at encite branding + marketing + creative as Vice President of Strategy. My job entails a continuous study of business, marketing, data and culture, all in the name of driving strategy forward. I’m passionate about helping brands resonate more strongly with their consumers and communicate with their ideal clients. I’m also a proud graduate of the University of Kansas - Rock Chalk!