The role of passion in crafting an unforgettable brandI’m going to take a break this week from the books on the shelf to share something that I think will be valuable to you as you think about your brand. Let’s be real: You’re reading these articles to figure out what can work for you to build cumulative advantage. Story and brand promise If you have been with me for a while or read my books, you know I have a strong focus on brand promise. Once a creator grasps these ideas, they ask me, “How do I make my brand promise known?” In some cases, it can be pretty straightforward. Defining a brand promise is like Justice Stewart’s test for obscenity, “I know it when I see it.” I came to the realization that why I have a hard time answering that question is because a real brand promise isn’t some packaged elevator pitch but an obsession on the part of the artist. A case study: Y.ChromaI’d like to share with you one of the best examples of a brand promise for Y.Chroma and its designer, Max Israel. It’s a great example of how the brand promise is woven, no pun intended, through every facet of the business, including its products. Go watch this video, Why You Hate Your Closet. Pay attention to the language, the use of the word “you,” and the feelings evoked. Y.Chroma sells men’s clothes. There are literally millions of brands selling clothes on Amazon and Shopify. Max broke through and resonated with me. He knew MY story and articulated it better than I could. I fit solidly in his ideal audience, and I care about how I present myself to the world. I have been through a lot, and there are things in my wardrobe that are older than my children. “I make wardrobes for midlife reinvention.” BOOM! “My job is to make sure when you open that closet, you love everything you see.” In one minute and thirty seconds, he connected with his audience (me) by defining the problem, quickly relating it to my identity, and influencing how I wish to be perceived. Then he closes with how the man I’ve become deserves the right clothes. I became obsessed with this brand. First, because it resonated with my identity, and second, because Max Israel is a world-class marketer. Let me rephrase that… World-class storyteller. This is all a story. He is selling expensive clothes in a saturated market, but he isn’t selling clothes, is he? He is getting men to use his brand and products to manifest their identity physically. The purchase of his pants or shirt is an act of devotion to the idea that I’m the man he talks about in his story about why I hate my closet. I’ll be blunt, authors are the apex predators of storytelling, but most suck when it comes to marketing. Some authors are advertisers and promotors of some merit, but very few use their storytelling skills to create a way for readers to see themselves defined by the brand. “Well, I’m just selling books.” Max is just selling shirts. Let’s take a look at how he sells a jacket here. Did you notice how he talks about the models who are examples of his ideal man and then includes you as part of the group? “If you visit, I’ll take you to his restaurant.” He then shares the tale of the pea coat he inherited from his grandfather, which his son now possesses. It’s an old navy jacket his grandfather wore as a radar operator in WWII. After that, he shares his inspiration from Peter Lindbergh. While telling the story, you get a true sense of Max’s personality. The candor is enchanting. This is true authenticity. Next, we learn about the provenance of the fabric. Coming from the same mill used by Coco Chanel, he makes the connection to the iconic Jackie O. He concludes by suggesting that a jacket you purchase from him could, one day, be passed down to your grandson. This isn’t just a jacket—it’s a legacy. It better be for $800. When you market your books, are you positioning them as the must-have experience that defines your ideal reader’s identity, or are you just promoting more genre fiction It’s just an orange collared shirt…  $39, Men’s Rugged Waffle Shirt, Traditional Untucked Fit, Short-Sleeve  $189, The Sevilla Shirt
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