One of my favorite luxury jewelry brands is The French maison Van Cleef & Arpels which began as a love story, when Estelle Arpels who was the daughter of a precious stone dealer married Alfred Van Cleef, the son of a stonecutter in 1895. Their passion for precious stones, combined with their love for each other, a pioneering spirit, and family gave birth to their flagship store in Paris’ prestigious Place Vendôme. The brand is success because of this first point:

#1 Telling Stories Archetypally In Every Touchpoint

Every piece of jewelry is an artistic masterpiece that tells a beautiful enchanting love story.

What I love about this maison is that the story isn’t just told as the founders’ story.

The stories are told in every product, every commercial, every word written, spoken around the brand. 

Archetypally, Van Cleef and Arpel leverages the lover, creator archetypes with a twist of the magician. The brand is distinctly different from say the maison Cartier or Harry Winston.

This is important because the way your brand tells stories is what will distinguish it from other similar brands in the market. Your brand stories must be integrated into every product, every social media post, the fonts in your design, the way you dress and even how your brand communicates. 

It is the same with your brand. It does not matter whether you are selling a physical product or coaching/consulting. Your brand needs to leverage the right archetypal stories.

At our Brand Atelier we call it the I.T. Factor™ or the Perfect (Story) F.I.T.™ for your market. Our clients get a Globally Irresistible Distinction Report” that outlines based on the founder’s own brand essence exactly how you need to tell stories, what energies and words should be leveraged and even the colours. It’s powerful because it allows your brand to create a consistent and distinct brand identity that is cohesive and magnetic to the right clients. It also gives you a lot of confidence and creative style when you are writing your marketing messages. Copywriting becomes easier because now you are deeply connected to the most powerful I.T. Factor story of your brand.

#2 Start with the End

A few years ago we were planning a two-month sailing trip to the Pacific islands (Tahiti, Bora Bora all the way to Fiji). We knew that we wanted to end the trip in Fiji and with the end in mind, we began to plan.

We needed to know how to get to Tahiti to pick up the yacht and what the journey in between would look like and what adventures we wanted to experience. When you sit down to write your marketing messages, think about it like planning a trip. You need to know the destination that you want to take your audience to before you start the story.

What is the big adventure or discovery they need to make? The destination will create the frame for the story. So get crystal clear on what is the call to action that you want them to take? What is the story that will take them on the journey of arriving at taking this action? When you have clarity about what you want to achieve through the story, your stories become more powerful and high converting.

You can discover more on how you can perfect your brand story by watching this video.