Discover Your Mysteries (Part 2)

January 21, 2010

A couple weeks ago, I was discussing mystery and its integral role in creating solid relationships with your customers and clients. Today we’ll outline 2 of the 5 keys to successfully creating a mysterious brand.

1. You have to tell great stories.

If you choose to continue to live in the information world, you will undoubtedly find it is too difficult a place to stimulate action, let alone passion. It is not to say that information doesn’t matter – it does. Absolutely it does. (And all those stats and figures, those matter too). But it is not what attracts people to you. The sale is made long before information even becomes important.

Consider the greatest brands in your city. The greatest brands in your city are probably the greatest story tellers around, plus they probably use their stories to show why the information matters.

Have you ever been to a seminar where the speaker goes on and on with loads of stats, figures and reports? Did that promote you to act and create change? On the other hand, have you ever listened to someone tell a really great story? How did that make you feel? A great story at the right time can change our minds and release the vital “Ah-Ha Moment” because it taps into our emotions (positive and negative, whimsical and painful).

Stories are how you explain the world to yourself. It gives value to the things you love in life. Alice in Wonderland is one of the most interesting and beloved stories of all time, and it will endure forever. Why? Because there will always be someone new ready to hear the story for the first time.

So where do you find the Alice in Wonderland for your company? It comes from people. From the people who love what you do and care enough to tell you. Their experiences can harvest stories worth their weight in gold. Urban Jungle recently received a testimonial from one of our best customers. This story is so valuable we can only begin to describe it. What is it worth? 100 sales calls? Maybe a 1000? Actually now that I think about it, it’s probably worth 10,000; I really hate ‘sales’ calls! But to me it’s worth much more than that because it’s proof that stories and mysteries exist within Urban Jungle. And stories, like ideas are eternal. A good story about you and your company proves that you have fans, people love you, and you are a good person to develop a relationship with.

2. Exercise your past, present and future.

The world’s greatest brands unite learning from the past with understanding the dynamics of the present to create fantastic futures. They recognize that emotional legacy can inspire passion for the current and it can inspire the most loyal of fans.

Look to sports if you ever want to see the past working brilliantly together with the present and the future. When you close your eyes and think of the Edmonton Oilers, historically you’ll envision Mark Messier making plays; Wayne Gretzky scoring goals and shattering records; and Grant Fuhr stabbing his lightning quick glove hand into the air.

With the rush of the past should also appear nightmares of the present with ridiculously overpaid Horcoffs and hilarious losing streaks. And with the disdain of the present, comes dreams of the future in guys like Dustin Penner, Jordan Eberle, (and a 1st round pick yet to be determined) and ‘Oh Canada’ being sung by thousands of fans at deafening decibel levels once again.

Stanley Cups, game winning goals, hockey fever at Rexal Place; the energy created is something truly amazing and it is what will continue to inspire those who love sport to keep coming back for more.

I heard an inspirational saying by the New Zealand All Blacks once that sums this point up so beautifully,

“Preserving your body never enters your mind. Preserving your history never leaves it.”

The hairs stand up on my neck just whispering that.

Posted by Craig Blackburn

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