Brand Storytelling, Customer Engagement, Multi-Channel Marketing
August 13, 2020
Storytelling has been around since the beginning of time.
We know it works, we know it’s important and
here’s how to use it successfully as part of your brand marketing.
The truth is out there! There is a good reason we remember the stories of brands that we can all recognise in a heartbeat. The human brain is wired to respond to a well-crafted narrative.
Neuroscience proves that storytelling is the best way to capture people’s attention.
“stories are up to 22 times more memorable than facts and figures alone”
Storytelling is at the heart of GDR’s philosophy and approach.
We’re eager to develop your brand story to connect with potential customers
The Answer: The narrative of your company, your campaign, your purpose, and how you want your customers to feel.
Just like your favourite books and films, if you can form a compelling brand story, your audience will remember who you are, develop empathy for you, and, ultimately, care about you.
“THE MOST POWERFUL PERSON IN THE WORLD IS THE STORYTELLER.”
– STEVE JOBS
1. THE BEGINNING. THE MIDDLE. THE END.
Like all great stories, they wouldn’t be complete without this crucial structure. This is the narrative and history of your business, campaign, and purpose.
Where did you start? Where are you right now? Where are you going?
If you can answer these three questions, then you can move on.
Consumers crave storytelling and will be more likely to engage with your business and then buy your product if they can grasp your story and why you exist. 92% of consumers in fact. (source: Forbes)
However, not just any story will cut it. Your story must be driven through personality. That’s not to say it’s your brand’s biography. Think of it more as the evolution of why your business exists.
Need some help on how to bring your brand story to life? Give us a call 😉
2. SUM IT UP
It’s now time, to sum up why you do what you do.
Why does your business exist? What do you stand for? What is the purpose of your campaign?
This is often a one-liner, a tagline, and your unique selling point. You’ll use it externally so be creative and make sure it authentically resonates with your brand. Ensure that it continues to tell your business’s story.
If your company’s primary function is to sell a product, saying your purpose is to make money is not your story.
Here are some examples to help you on your path to developing your brand story:
TOMS shoes uses their story as the foundation for why they exist. The TOMS Story began in 2006 in Argentina when Blake Mycoskie “witnessed the hardships faced by children growing up without shoes”. From this story comes their tagline One for One, which means that for every pair of TOMS purchased they give a pair to someone in need. TOMS exists to improve lives.
International cosmetics brand Burt’s Bees is a great example of how their purpose and why they exist is deeply embedded across all that they do. They describe themselves as an “earth friendly, natural personal care company”. With campaigns led by statements such as “Beauty Powered by Nature” they are clear on why and how they execute their business.
Scroll through their site and you’ll find their story carried throughout.
Nike’s Just Do It slogan is probably THE most memorable brand statement? Coined in 1987 to accompany the brand’s first major television campaign. Dan Wieden, author of the Nike line said:
“I felt we needed a tagline to give some unity to the work, one that spoke to the hardest hardcore athletes as well as those talking up a morning walk.”
‘Slogan’ may be the wrong word as Nike itself sees its infamous line as their brand identity or philosophy (source: Creative Review). The crux of how developing your brand story could lead to the next ‘Just Do It’ statement.
Most recently Nike turned Just Do It on its head to demonstrate its support for the black lives matter movement that should not be forgotten.
Part of Nike’s story IS social justice, recognising their power to support change and showing their commitment to equality. A simple, powerful, and brave video demonstrating how Nike is ready to change their business and how to live and breathe your brand story.
Let GDR make your next video campaign to tell your story effectively
3. SHARE IT FAR AND WIDE
A good story is shareable. Through multi-channel marketing, you can share your story in many ways, to many different people but the key is to get them to tell it too.
Tell your story:
If told in an authentic, genuine, and consistent way your customers should be ready to buy a part of your story, not just a product. As the credibility of your brand grows and you use your story to entice your target audience you’ll find they will remember and share your story.
From sharing your content on social media to showing their friends in the pub this is what developing your brand story can achieve. Your business CAN and will be remembered.
P.S. We can help you with your multi-channel marketing so that you can focus on creating and selling your product. Check out our blog post on multi-channel marketing here.
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