Brand Storytelling Captures the Heart
We all remember a good story.
I’m sure you know a few about how Apple came to be, or where the first Wal-mart opened, or even how McDonalds became as universal as food itself. Stories stick with us, they are the most convincing way to build brand loyalty and raise your brand value to the world.
Who are you? How did your brand come to life? You probably have an interesting story; now go tell it in creative and meaningful ways. When crafting your story, you must find your voice as a company. Often, telling your story forces a bit of introspection, finding what you stand for and why it matters to the lives of your customers can be a profound experience.
But the spotlight isn’t always on you, what about the people who rely on you? Brand stories can also begin with your audience. They are characters in your life and in their own. Tell the story of someone who embodies your audience—someone your audience can relate to. That relationship will be stronger than any other you can create; seeing “themselves” in your brand is an emotional connection that will stick with them. They won’t forget it; they won’t forget you.
Social media has provided every company owner with a powerful storytelling tool that knows no time, no price, and no limit. Look at what Dove has managed to do via its social media accounts. Ad after ad, story after story connects with their customers on an emotional level. They are telling the stories of women falling in love with their bodies– as they are– while selling them beauty products. That’s powerful storytelling.
Google has embraced telling actual stories, with a beginning, middle and end, to illustrate how they keep the world connected. Their viral ads are among the most clicked on videos in the world. They are still promotional ads, but they are resonating with people on such an emotional level that the viewer is wrapped up in the lives of the characters on their small screen.
Stories celebrate us, our culture, where we started and where we can go. Stories also make our lives (and your brand is very much part of your life) easier to share and pass along. Find your story; find your audience’s story and tell it. You might be surprised at how rewarding the experience will be.
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