Luxury retailers like Tiffany & Co., Burberry, and Coco Chanel do an amazing job of creating what marketers call brand stories. With these companies, customers see themselves as part of a special group, using company’s products to craft their own life narratives.
Your small retail store might not have the global clout of Michael Kors or Jimmy Choo, but you can still create a powerful brand story. Build a story around how your customers see themselves and your own deeply held values, and then tell your story with everything you do.
