Lean Branding

Chapter 3. Brand Story

Throughout this chapter, we will look at the six essential parts of a lean brand story: positioning, promise, personas, personality, product, and pricing.

I’ve never met someone who did not aspire to be something more. Even Homer Simpson, with his absolute lack of will and ultimate disregard for the future, at times aspired to be a better husband, a fitter couch potato, a less miserable son to his old man. I’ve heard 5-year-olds state with absolute certainty that they will be president. Someone is sweating his head off right now at some ridiculously expensive gym because he aspires to be fitter. As you read this, someone is pulling an all-nighter studying to earn class valedictorian status—or maybe even reading this book to up her brand game (in which case I highly appreciate it!). I’m pretty sure someone is daydreaming to the sound of Bruno Mars’s “Billionaire.” Someone (perhaps you) aspires to build a successful product that customers open their wallets and hearts for. If that is indeed you, please hold on to this thought: aspirations.

Behind every great brand is a promise that fulfills its customers’ aspirations. We are in the business of taking customers from A to B, where A is who they are today and B is who they want to be tomorrow. Consider the products you love—sports attire, note-taking apps, electronic devices, chocolate ice cream...this book—and how they’ve made you feel closer to whom you want to be.

When most people think about aspirations, they ...