Like many of you, I grew up learning about Aesop and his fables. As a child, I heard stories about the grasshopper, the ant, and many other characters. Even now as an adult, I can remember many of his characters and more importantly the morals and values they conveyed. What distinguished Aesop was his ability to tell very engaging and memorable stories. To this day, some 2500 years later, many of his fables are still renowned and told from generation to generation. Aesop’s Fables were, and still to this day, are his brand.
As business owners, we should strongly consider following in Aesop’s footsteps. His strategy included the following:
1. Aesop always told a story that resonated with his intended audience.
Anytime we communicate with potential clientele we should keep their needs in mind, while also staying true to our brand. It reminds me of a story I heard some years ago. When going fishing, the fisherman uses certain bait when he is trying to catch a certain type of fish. This also rings true when we are communicating to our intended audiences.
2. Aesop’s fables are consistent.
When reading or hearing his stories, most people can quickly recognize one of Aesop's Fables. His fables always have two characteristics: communication amongst the characters and the last impression of a moral or value. His brand was so recognizable that there have been other stories told and/or read that have been incorrectly attributed to him, due to close similarities to Aesop's Fables.
We must be consistent when communicating our brand. Much like you wouldn’t expect to go to a fast food taco restaurant and be served steak and potatoes, your future and current clientele should come to expect consistency.
3. Aesop was a master communicator; his message was clear and easy to understand.
His stories catered to all audiences. Children are not only entertained by the stories, but they also understand the morals. His stories are also not so juvenile that adults can't be entertained by them as well. He was so effective in telling his stories that he was able to get himself out of trouble many times and utimately earn his freedom from slavery.
In order to really connect with our audience, our message must be crystal clear. Along with that message, we must also communicate our purpose.
4. The morals from Aesop’s Fables resonate so much that they are interwoven into the fabric of society.
- “A bird in the hand is better than two in the bush”
- “Beauty is only skin deep”
- “Birds of a feather flock together”
- “Slow and steady wins the race”
We have all heard one of the above statements. All of them are attributed to one of Aesop’s fables. The brand is interwoven into mainstream conversation, and although some people may not be aware of the origin, they are very familiar with the brand. The ultimate goal of any company’s brand is to create awareness through an emotional connection thereby influencing a consumer’s purchasing decision.
In order to remain competitive, YOUR company’s brand must resonate with your intended audience, be consistent, be clear, and strive to be to be interwoven into society’s fabric. Aesop was an ordinary man with extraordinary talent and ability. Even though the term “brand” may not have existed 2500 years ago, it's evident Aesop was ahead of his time.