Unlock the secret to better storytelling with this guide crafted for pulling your brand narrative into focus. Storytelling has been a very important part of marketing since the landscape began to change. So how can you the marketer wield that power to create a brand narrative that deeply resonates and drives engagement? Why Storytelling in Branding
Ultimately, stories are meant to evoke an emotion and that should be taken as the heart of storytelling. It is more than a simple facts or features, this narrative tailors hooks attention to emotions and fills with constrains from beginning action. As a famous marketer Seth Godin said, – \”Marketing is no longer about the stuff that you make but about the stories you tell.\” This quote gives a wonderful summarization of the transition from old timey marketing to these new story-oriented strategies. Examples/ Case Studies
1. Apple: The Tale of Innovation
Apple is the brand that immediately comes to mind when you think of great storytelling, right? Because this company is selling not just products, but an image of the future. Steve Jobs did not talk about the technical spec of iPhone 1 when he launched it. Instead, he presented an epic tale of a paradigm-shifting contraption that would soon be integral to daily life. A narrative that was compelling, inspiring and aspirational where Apple became synonymous to being innovative. 2. Spirit of Nike An example of persistence
Now this is how you tell a story, and Nike are the masters. Because Nike so often nails the heart of what athletes endure, it strikes a chord with them. The story is not just about shoes, but its message touches on something far greater than that — namely triumph over adversities and rising to greatness. Not only has this emotional resonance created a base of customers who are extremely loyal to what the Nike brand stands for and embodies (why else would I buy my 13th pair of Flyknits?),
3. Airbnb: Belong Anywhere
Belong — AirBNB One of the reasons why regulation is challenging for Airbnb, along with Uber and other collaborative economy companies, (June 2013) Airbnb is building community and connection, by telling stories of travellers who are getting those unique and personal experiences from their platform. It is this approach towards storytelling that sets Airbnb apart from how traditional hospitality brands operate and it aligns well with the idea of travel as something more than buying an expensive hotel room. Understanding Your Audience
The best brands tell stories their audiences can relate to. What do they value; what are their needs and problems? Do extensive market research, review customer feedback and create in-depth buyer personas. Understandably, this is the sort of elemental information that shapes your story telling approach while connecting with an already well established niche. Creating a Brand Story Arc
To explore the building blocks of stories, we must first learn how to understand their structure – what is commonly referred to as a story arc. These include the following:
Expo: What your brand is and what it does
Rising Action: Problems Brands Solve Highlight the challenges or problems your brand addresses. Climax: Present how you take care of everything with your brand. Falling Action – Show the good consequences of this. Solution: Refresh your brand vision & mission and tie into the audience. One example in vertical integration is TOMS Shoes. The exposition: the founder travels to Argentina and comes upon children walking barefoot on sharp glass. The rising action centers around the lack of proper shoes. At the height of her piece is TOMS\’ buy a pair, give away one. The results, in the falling action focused on communities seeing effect change for good and then finally resolution which is TOMS pledging their fidelity to social responsibility. Leveraging Emotional Triggers
Emotions drive action. Use emotional triggers within your storytelling to evoke more emotion with the people hearing it. Well so happiness, surprise, fear and sadness are all very strong motivators. According to the Harvard Business Review, emotionally connected customers are more than twice as valuable as highly satisfied customer. Look at Dove\’s \”Real Beauty\” campaign, that uses emotion to challenge beauty standards and promote confidence. Dove dives into this sensitive area by encouraging us to accept our own insecurities, and the differences in others creating a heart moving experience that not only connects with their consumer but builds loyalty for life. Practical Tactics for Immediate Application
1. Use Relatable Characters
This is where it gets fun Your brand story sets up the archetypes that your target audience can either identify themselves with. It could be customers, employees or founders themselves. Characters to which your audience can relate make the story more immediate and engaging. They are forums for here and now storytelling that can humanize a brand as Warby Parker does so well with their stories from employees and customers. 2. Show, Don’t Tell
The use of visuals to tell a story is very effective. Images, videos and infographics help to illustrate your story. In fact, video content is 40 times more likely to be shared on social media than almost any other type of post (source: HubSpot). GoPro is a perfect example, curating user-generated clips of exciting adventures – while also showing off the scope and capabilities of its products. 3. Be Authentic
Authenticity builds trust. Use True Stories & Experiences to Showcase Your Brand values The story telling by Patagonia is an example of their commitment to environmental sustainability. Patagonia creates a relatable customer-centric brand by communicating completely transparently about what they are doing to tackle their environmental challenge. 4. Incorporate Data
They are not enough, however: if you can provide data to back up your case for change, all the better. Tell them your story, supported by statistics, case studies and social proof.documents This emotion-and-logic combo might offer a more compelling story. When Slack shares case studies and user testimonials about the ways that their platform improves workplace productivity, it is talking to individuals who are already open-minded to receiving information on said topic. To doses that produce relevant blood levels a call to more rigorous review of these citations A Call To Engage and Apply
Creating a brand narrative that resonates with people is not something you can do over night, it takes creativity, empathy and an in depth knowledge of your audience. Identify your brand mission and values, know who you are creating the story for; then use these techniques to build a strong narrative. This opens up the dialogue. Feel free to share your thoughts, experiences and Any Questions in the Comment Section. Have you used this in your own marketing? Can you describe your struggles, shared successes? To the marketers out there looking to supercharge your brand storytelling go check out Meticulous Marketing Agency. We help businesses tell their stories in ways that connect and build community. Together Let\’s Make the Impossible Happen
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