HOW TO CRAFT A BRAND NARRATIVE

Last year, Nike celebrated the twentieth anniversary of its famous slogan Just do it, which is considered one of the greatest and most iconic slogans of all time. 

But did we understand right away what Nike meant when they first said Just do it? Or did it take years for us to finally get it?

My guess is that it took years for Just do it to become so familiar and feel as intuitive as it does today.

Time wasn’t the only factor. It also took millions of marketing dollars and masterful storytelling. 

But it all started with a big idea. Every great brand has one. Something so fundamental to who they are as a company that it transcends its products and services. It becomes the ethos of the brand. It informs and stitches together everything they say and do. As well as how they say and do it. At Nike, it’s bravery. 

Bravery serves as the throughline for the story Nike wants to tell. A narrative about the courage required to overcome our fears, go after our dreams, take a stance, beat the odds, break barriers or take the next step in our respective journeys. 

Just do it is more than a slogan. It’s the outward expression of Nike’s bravery ethos. It represents a set of beliefs and values that support Nike’s worldview and informs the behaviors of those who identify so strongly with the brand. 

Nike didn’t simply tell us to Just do it. They also provided illustrations. With every groundbreaking innovation, every product launch and every ad capturing an iconic athletic performance, a culture-defining moment or a hero’s journey, it became clear what it means to Just do it.  

So what’s the lesson here? 

First we need a big idea. Something we want to be known for. Something that separates us from the rest. It should speak to our beliefs and values. To the change we want to make in the world. It should inform what we say, what we do and how we do it. 

Then we need an outward expression of that big idea— our version of Just do it. It should be simple enough to be memorable, and flexible enough to leave room for others to fill in the blank and make themselves the heroes of the story we are trying to tell.

Finally, we need to be patient because people won’t get it at first. We’ll need to be persistent and consistent. We’ll need to tell people why it matters and what’s at stake. Paint a picture for how this idea can change their lives and perhaps even the world. We can’t just tell them, we also have to show our big idea in motion. Like Nike, we have to master the art of storytelling not only by telling ours, but telling our customers’ stories too. 

Nike’s big idea is bravery. Mine is empathy. What’s yours?