Before my wedding earlier this year I went down to London's Jermyn Street to get a few items for my big day. Jermyn Street is specialized in shirts, very much what Savile Row is to the world of bespoke suits. The shops are all next door so it's a very handy destination for comparing some of the best shirtmakers in the world. After about an hour I strolled into Thomas Pink's shop and found the perfect formal white shirt to go with my morning suit. It wasn't cheap but hey you only get married once (hopefully!) so I splashed out a bit.
The time came to pay up and next to the till I noticed these A5 cards saying THE PINK STORY. I was so impressed with this that I had to take a few cards and even write a blog post about it. We hear so much about storytelling these days and here is a company that has actually done it, they tell their story in less than 30 seconds. I don't know about you but I immediately bought into the heritage of Thomas Pink and was of course happier with the premium pricing.
As consumers we buy into a story, an experience and an association with a brand just as much as the actual product. This can of course be translated into personal branding, where people buy into you and who you are just as much as what you do. Whatever it is you're selling, remember that Story Telling is Story Selling.
As it happens, the company was only set up in the 1980s by three Irish brothers. They were clever enough to name the brand after a well-known taylor from the 19th century and thus inject some history. Most people aren't as anal as myself and won't check Wikipedia and dig stuff like this out, most will be very happy with the story and buy into the whole concept just like I did in the store.
What do you think of the Pink Story? I still like Pink eventhough I know it's not really the classic brand it makes out to be (and because I have a nicely overpriced dress shirt in my wardrobe).
In our Personal Branding workshops, we cover storytelling as a vital component to your successful brand.