What's Your Story?

Yesterday in my blog I echoed Steve Smith in saying that your landing page should be a launch pad to your brand's story.

So, what is your story?

For TOMS shoes, the story is that for every pair of shoes purchased, they give a pair to a needy child.

For Whole Foods, the story is that they care for the health of people and their environment by providing the highest quality natural and organic food products.

For Southwest Airlines, the story is that they work to give travelers the lowest possible fares and the best possible customer service.

For Apple, the story is that they provide people with a high-quality personal computing, digital music, and mobile communication experience that is intuitive, innovative, and beautiful.

For Progressive, the story is that they provide fast, fair, and better insurance services to cost-conscious customers.

For Smuckers, the story is that they bring families together around the breakfast table and dessert bar.

What's your story? What is your brand about? Why does your company exist? How do you bring meaning to the world? How do you make the world better? What's the point?

That is what you must know before you can communicate your story to the world you're trying to serve.