Storytelling in Branding

If you’re not a coffee expert and there is two cups of coffee in front of you, how would you differentiate which one is good and which one is bad? Even I drink coffee for so many years still wouldn’t be able to tell the difference.

But what if I ask the barista which coffee is more expensive? If they tell me that Coffee A costs RM100 while Coffee B costs RM10, suddenly, I might start to perceive Coffee A as superior. I’d notice its smooth texture, the balance of bitterness and sweetness, and how the coffee bean’s flavor lingers on my palate…simply because my mind associates higher price with better quality.

In reality, it's difficult to make consumers immediately recognize that your product is of higher quality than other brands. Most people judge based on price, unless your product has innovative technology or a distinct feature that makes its superiority obvious.

This is where storytelling comes in. A great story does more for your product than quality alone. Think about Mount Kinabalu or Mount Everest. Each has its own story that captivates people. Does your product have a story behind it?

A price war won’t win in the long run. The brands that succeed aren’t just the ones with the best quality but the ones that tell the best stories. Quality doesn’t speak for itself, your brand story does.