Each year Prophet asks more than 13,500 U.S. consumers about the brands that matter most in their lives. We codify our findings in the Prophet Brand Relevance Index® (BRI), a tool to help companies understand the significance of relevance and how it can be harnessed to unlock growth. The 2022 BRI revealed the highly coveted group of relentlessly relevant standouts—brands that resonate by appealing directly to our heads and hearts.
But some brands stand out because they appeal to our practical nature above all else. They’re the brands we rely on day after day—to help us problem solve, check off our to-do lists and keep our lives running smoothly. Brands that rank highly in our head category build relevance with consumers by reinforcing promises with performance and enabling autonomy.
1. Credibility
Don’t file away at the story until it reads like an Oscar-worthy script but is filled with half-truths. An example: a Highland man in a kilt works perfectly for Scott’s Porage Oats, but wouldn’t fit quite so well with Quaker Oats.
2. Strong symbols and figures
Offer something that the reader can identify with. Heroes and villains make a story much more interesting. If that hero is you, great; if it’s your customers, even better.
3. Opposition and struggle
Opposition makes a story interesting and entertaining, and has done so since Biblical times. Good against evil, poor against rich, David against Goliath, you against an unfriendly market.
4. Describe, don’t list
As we’ve already discussed, nobody likes reading bullet points. Just so you know: a chronological company history laid out in a table is not storytelling.
Final Thoughts
Offer something that the reader can identify with. Heroes and villains make a story much more interesting. If that hero is you, great; if it’s your customers, even better. Opposition makes a story interesting and entertaining, and has done so since Biblical times. Good against evil, poor against rich, David against Goliath, you against an unfriendly market.
As we’ve already discussed, nobody likes reading bullet points. Just so you know: a chronological company history laid out in a table is not storytelling.
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