It’s all in the story…

You may recall my blog post way back in January mentioning the fact that Mzuri is hitting the big 10 year anniversary this year and we are now busy drawing up a wish list of objectives for the next decade. Surprisingly, quite a bit of this process has also involved pondering how we’ve got to this point, because it wouldn’t have been possible without our loyal clients returning to us time and time again. Even away from work (as any business owner knows you really never switch off!), I keep finding examples of how the story behind a company or product can successfully create an emotional bond to their market – resulting in longevity and success for their business. Sophie La Girafe, a rather unassuming little rubber baby teether, was just such an example and has prompted me to share a thought with you…

After handing Sophie over to my son, I read the small booklet that had been attached to her neck. Within it was a short story of how she was ‘born’ on 25th May 1961 and how one day a certain Monsieur Rampeau came up with the idea of using natural rubber for a teething toy. What struck me was this toy – produced by Vulli, a company based in the Haute-Savoie region of France – has remained unchanged since 1961. Yet, even after 53 years, is still considered the world’s favourite teether (according to The Times anyway!). The manufacturers and press coverage around her 50th anniversary are clear on what has contributed to her phenomenal success – the product quality and the power of recommendations by satisfied clients.

Reflecting on Mzuri’s 10 year milestone, I am aware that  a good number of our clients have remained with us since the beginning (thank you!) and have helped to shape the service we offer. Through recommending Mzuri to others, they also act as our champions purely because of their positive experience with us and the fact that we deliver on our commitment to creating the best result for them. I don’t mind admitting that during the recent, more austere times, some of our clients dropped away to find cheaper alternatives, happily most have returned to us now. I like to think that this has a lot to do with the fact that we have always placed a strong emphasis on building long-term relationships with all of our clients (old and new), so we can really help them and their business. For me, Sophie La Girafe is a very tangible reminder that whether a business is product or service based, quality does indeed stand the test of time – and  how you tell your story to the market can emotionally engage your market and therefore lead to tangible benefits to the business by engaging and maintaining interest and connection with the outside world.

Let me leave you with a number of questions to ponder on. Are you (and all your staff) clear on your business story? How are you currently sharing your business story? If you’re not, and knowing that word-of-mouth is a powerful tool in any business, how could your story increase brand awareness and customer loyalty for your business?