Business Basics: Offering Value With a Story

The success of a business starts with offering a product or service which people need or want. Once you know what you're selling, the next step is to find the people who most likely need or want your offering.

After finding your possible customers, the hard part begins. Your task is now to tell them why they should pay for your product or service. This isn't as easy as it sounds, even if your offering has excellent features.

This is because everybody has their own understanding of reality, influenced by everything around them. So, you need to find a way to connect with their personal perspective or understanding, or you may find it tough to attract customers and keep your business running.

Telling a Story That Fits: Creating a Meaningful Brand

Creating a brand means more than just showcasing your product's features. It's about telling a story that hooks your audience emotionally, aligns with their values, and makes them feel part of a community.

The best brands do more than sell products or services; they sell experiences, relationships, and ideals. To do this, they understand their customers' reality, values, and identity, and weave these elements into their brand stories.

Keeping it Real: Making Sure Your Brand Rings True

Connecting with your customers means making sure your brand's story fits into what they believe and value. This can be challenging, but the key is to show them that your brand is genuine and trustworthy.

Even as technology and innovation change what we sell and how we sell it, one thing stays the same: understanding our customers. To build a connection with them, we need to enter their world and shape our story around their reality.


In conclusion, running a successful business requires more than just offering a useful product or service. You also need to build a brand that speaks to your customers – a story that fits into their world and makes a connection with them. Achieving this can be the difference between just getting by and achieving lasting success in business.

Tanner Garniss-Marsh, RGD, is a brand strategist and designer working with business owners to bring their envisioned brand to life with strategic and practical solutions.

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