How Chick-fil-A and Other Power Brands Use Story To Position Themselves
The entertainment industry is said to be the highest grossing industry in the world. Movies, television, books, etc all seem to draw us in, captivating our imaginations from when we were children. Little boys grow up wanting to be super heroes that will save the day. Little girls want to be the princess who is saved by prince charming.
Have you ever thought about using the elements of story in your marketing messages? The process draws you into your favorite movie, why not use it to draw your customers to your product or service? Companies such as Chick-fil-A, Allstate Insurance and The Home Depot use this process in almost every marketing communication they generate.
Below is the StoryBrand process, adapted by Donald Miller and his team. This is a great tool to map out your marketing messages that that you can use in all of your messages.
To clarify on how this process is used in movies, even comedies, see the how it is applied to the movie Tommy Boy.
So, how can this process relate to your business and your key marketing messages? Below is an example from Chick-fil-A. I cannot confirm that Chick-fil-A uses this exact logic. This is merely my interpretation as it relates to the Storybrand process.
Notice that in Chick-fil-A’s messaging, the main character/hero is the customer. The company is positioned as a guide, in this case, it are those silly cows that are depicted in their famous commercials. You should use this same reasoning when positioning your company. Your customer needs to feel special and important. Never position yourself or your company as a hero that will solve all of their problems.
Also notice that if you follow Chick-fil-A, most of their communications (television, internet, billboard, etc.) has the same message. Consistency is important.
This is a pretty simple process. Once you figure it out, use an adaptation of this for all of your marketing messages, making them clear and to the point. You are likely to see more leads and more business.
What are some ways that you can position your company as a guide instead of a hero?