Delivering a really great customer experience is a sure-fire way of building a meta-narrative. When others are doing your storytelling it makes your story that much more credible and engaging. Companies should share others’ stories as this demonstrates your authentic engagement with others. One of the best ways to endear your Brand to customers is to share stories about things that are important to them. All of the above builds a meta-narrative.
Meta-narrative in Nike’s Branding
Nelson Farris, a Nike senior executive, holds the title of ‘Chief Storyteller’. Farris spends a good deal of his time relaying Nike’s meta-narrative to not only customers but to employees. This keeps all of the employees ‘on brand’ and reminds them of Nike’s corporate vision/mission. The meta-narrative re-enforces Nike’s unique competitive position within the urban youth market and maintains its brand equity.
Storytelling, doing, sharing
You need storytelling and story-doing to ensure you are building your brand authentically through actions and not just words. This is known as story-sharing. All three: storytelling, story-doing, and story-sharing need to be aligned and unified with story-building to develop your brand’s meta-narrative.
Every year, REI, the sporting good chain, closes on Black Friday and gives employees the day off. It also encourages employees and customers to do something “outside” instead. This was very smart brand building as it not only generates lots of free positive press but allows REI to tell the ‘story of its values‘ and how it supports its employees and nature.
Story-telling, doing, and sharing are all necessary to establish brand equity and developing a meta-narrative goes a long way in that effort.