The April 2008 briefing from Trendwatching is devoted to "Status Stories." According to the report, status stories are distinct from “mass-advertising, mass-branding … [where story telling]… has involved reaching (and impressing) as many consumers as possible.” Rather, the status stories trend represents “[a shift from] brands telling a story, to brands helping consumers tell status-yielding stories to other consumers.”
Driving this trend is an increasing desire for individuality and uniqueness where consumers no longer “want to be like the Joneses, the Mullers or the Li’s.” In this increasingly niched world, unique products are unlikely to be known to the “masses,” and experiences lack the visible symbols associated with a physical product. As a result, “consumers increasingly have to tell each other stories to achieve a status dividend from their purchases.”
So, what are the implications for personal branding? Since the value you deliver is not typically a tangible product, your brand is very much about selling the invisible. Since your value is delivered in a relationship with your clients and associates, your standing in your brand community is affected by what people say about you. So, if their stories do not technically result in “status dividends” for themselves, at least they need to faithfully reflect your brand! While you have no direct control over what people say, you can help them tell your story by clearly, consistently, and constantly conveying your brand in all you say and do.
Cross-posted at The Personal Branding Blog
