How many fairy tales do you remember from your childhood? As adults, we can easily list and even re-tell the stories that we have heard when we were 4, 5 or 6 years old, although a lot of other things from that period we do not remember. When we were little, we loved those stories, and we asked our parents, grandparents and aunts to tell us those stories over and over again; and now when we became parents, aunts or uncles, we are telling them to our children. Marketing communication tends to be a ‘story telling’ and the main character in this story is your brand. The story of the brand has the same elements: characters, action, plot and denouement.
Make People Remember You
So, why do we remember children’s stories and fairy tales so well and we quickly forget majority of brand stories? Is it possible to tell a brand story that will live as long as the fairy tales from our childhood? A brand story that will be told for a long time?
It is possible, as a number of successful brands already proved. And it is mandatory to come up with a good brand story if you want to establish a long-term relationship with the target audience. When you build such a relationship, not only you seriously increase the chances to ‘live together happily and forever’ with your customers, but the buyers will be willing to turn a blind eye if you make a mistake or an error.
Pick Your Audience
Successful brand stories will take your target audience to an emotional journey as fairy tales did – make them happy, provoke compassion, laugh, encourage their imagination – in the manner and content that fit their desires, beliefs, hopes, expectations, while at the same time represent your product or service. When a customer in your story recognizes their values, needs and dreams, he or she creates an emotional bond between him / her and the brand.
This may sound complicated but it isn’t – it does not necessarily mean that good brand story need to make your customers laugh or cry, but it must touch them in the way that they find themselves in your story. The story, based on the description of technological characteristics, physical descriptions, prices, may help in selling your product for a short period of time, but it will not build a long-term relationship between the brand and the customer. If you have a story like this your present customer will leave you tomorrow for more attractive alternative.
The basis for creating a story that creates a relationship is understanding the emotional needs of the customer that the product / service goes to; eg driving-school does not sell to a 16-year-old the knowledge needed for a driver’s license, but provides him freedom and independence; beer brand does not sell a combination of water, barley and hops, but a way of life; and cosmetics sell your customer youth and attractiveness, and not creams or tonics.
Send The Message
We are witnessing a transition from text communication to communication based on images. It has been proven that multimedia content is experiencing better overview and a longer life. Quality production of video storytelling is important for your brand now more than ever. Instead of simple product descriptions, good story answers the questions: Who are we? Where did we come from? What are we? What’s so special about us? What we want to achieve? How we see the world?
A good story uses different ways of communication: text, image, video. A food story stimulates emotions and awakens the imagination. It motivates and inspires. A good story is compelling and memorable. It emerges by consistently communicating through all channels that we use, from TV and other traditional media, through direct mailing, social networks, promotional material, etc.
Although the channels that we use today for telling a story are different, because we use more digital media, social networks, but the basics of storytelling are the same as before. A good story can be told for any product or service, even for those who are perceived as boring, such as accounting, cleaning offices.
We all want to hear new and interesting stories. When we hear them, we want to share them with others. Storytelling is in our nature. Thus, the audience is ready and eager, all you have to do is to create and share a good story, the right way, to the right people. Does this seem hard? If Hans Christian Andersen, Grimm brothers and many successful brands have succeeded to tell us a good story – so can you!