Typical..just as we are skint at the start of January and all the bills are flying in our Dyson vacuum cleaner decides to pack up. I guess its not too bad as the previous one served us well for over 10 years so we can’t complain too much. Having said that the timing could be better!
Off we headed on a Saturday afternoon (I can think of a lot better things to be doing!) to buy a new one and for me there was a simple choice to be made – what model of Dyson would we buy and at which store?
For me I had no intention of even considering a different brand of vacuum cleaner (I have to try hard to not say ‘Hoover’) simply because I believe in the ‘story‘ of Dyson, the spirit, the innovation, the person and I believe that this story will deliver a superior product.
While we were browsing the selection of Dyson’s on display at Harvey Norman’s a helpful shopper (another guy as it turns out – is it the men that do the hoovering I’m wondering?! …I used the hoover word didn’t I!) whispered in my ear:
“I’d buy a Miele if I were you. The suction is much better. I’ve had Dyson’s down through the years and they are only ok“.
Despite this sound impartial advice and my own experience I still wanted a Dyson. Even though we were surrounded by a wide selection of vacuum brands with lots of different features and price points I didn’t once consider even looking at them. I just wanted a Dyson. One of the Dyson models had a good offer on it, which simplified the task even further and before we knew it we were on the way home.
Opening and assembling the Dyson was a pleasure (relatively speaking!) with all of the parts cleverly clicking into place and inside the box I found a little booklet called ‘The Story of Dyson’.
It tells us that James Dyson is a curious inventor and shared some of his early designs including a Sea Truck (a high speed landing craft), a ballbarrow (a wheelbarrow with a clever ball that stops it sinking into the mud) a trolleyball boat launcher and an amphibious wheel boat.
Observing a sawmill he watched how a cyclone spun sawdust in the air and collected it in a chamber and wondered if the same principle could apply to vacuum cleaners that were using cleaner bags that constantly clogged the machines. After 5,127 prototypes he cracked it!
Since then he launched his range of vacuum cleaners, built a successful company and has constantly improved his products as well as introducing new ones.
Today Dyson machines are exhibited in museums in London, New York, Zurich,Sydney and Paris and the James Dyson Foundation runs workshops around the globe where young people solve engineering challenges in a practical fun way.
Dyson know they have a great story and they understand the power of this story so much that they include in it every box. This story is an integral part of their brand, so powerful that it had me not even entertaining a competitor product.
What you do, the products you sell and the services you offer are important – your story is what makes you unique.
Time to start storytelling ….
Check out another blog post: “Branding and Storytelling“