Thread by @bbourque

Apple, Nike, Red Bull.

3 legendary companies. 1 common brand trait:

A hero's narrative.

Here are the 3 types of problems your brand must solve to turn your customers into heroes...

(and win their loyalty forever)

1. Solve an external problem.

This is the most basic type of problem your customer faces:

Apple: I need a computer to process information and surf the web.

Nike: I need a shoe to protect and support my feet during physical activity.

Red Bull: I'm tired and need to stay awake.

2. Solve an internal problem.

"Companies tend to sell solutions to external problems, but people buy solutions to internal problems."

"By assuming our customers only want to resolve external problems, we fail to engage the deeper story they're actually living."

Internal problems:

Apple: I want my creativity and uniqueness to be recognized.

Nike: I want to perform at my peak ability.

Red Bull: I want to be the life of the party.

3. Solve a philosophical problem.

Align your brand with a problem that transcends the individual.

"A philosophical problem can best be talked about using terms like 'ought' and 'shouldn't'.

'Bad people shouldn't be allowed to win'

or

'People ought to be treated fairly.'"

Philosophical problems:

Apple: Unique individuals shouldn't have to settle for dull technology.

Nike: Everyone should experience the great athlete inside of them.

Red Bull: Life should be lived to the fullest.

Tapping into internal and psychological narratives helps your brand fulfill the deeper needs of your customers.

Remember: people buy solutions to internal problems.

If you can align that internal resolution with a macro narrative, you'll inspire lifelong customers.

These ideas are from Donald Miller's incredible branding book "Building a StoryBrand".

Follow him at @donaldmiller.

If you found this useful, please retweet the first tweet because others might too.

If you like learning about startups and marketing, follow me @bbourque.

Let's go!