In most markets, it’s becoming increasingly difficult for companies to differentiate on features alone. And even if a business develops a unique feature that’s important for its customers, you can bet that the competition will follow suit quickly. 

A more sustainable advantage is to build a unique position in your customer’s mind, combining the features and benefits of your offering with psychology, creativity, logic and emotion into a brand story that makes your business stand out from the crowd. Yet all too often, marketing teams just accept the bland, undifferentiated position they’re in, and try to outdo the competition by spending more on ads, exhibiting on bigger trade show stands and sending ever more emails. 

In this episode of the Marketing Freed podcast, marketing and advertising expert, Jim O’Connor joins me to share the logical, systematic and simple process that any business can follow to uncover their brand story that sells.

In this episode, we discuss:

• What is a brand story
• The sequence of steps to follow to uncover a brand story for your business
• The one thing that every great proposition should have
• Why talking to people you dislike can help your creativity
• Techniques for switching off your logical mind, and letting your creative subconscious flow
• What to do when you don’t have anything remarkable in your product

CONNECT

Jim O’Connor on LinkedIn - https://www.linkedin.com/in/jim-o-connor-64ba2a1/ or https://storiesthatsell.co.uk/ 

David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or https://www.clickpop.co.uk/

Jim’s book The Authority Guide to Creating Brand Stories That Sell: https://www.amazon.co.uk/Authority-Guide-Creating-Brand-Stories-ebook/dp/B0756M8QLZ 

LISTEN

Spotify - https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ec

Apple Podcasts - https://podcasts.apple.com/us/podcast/marketing-freed/id1731359462

YouTube - https://www.youtube.com/@MarketingFreedPodcast