Once upon a brand

Posted in Our thinking on Jun 17, 2019

Most of the time the decisions people make are driven by their emotions. This is why stories sell.

 

Every brand has its own story. If that story is communicated in an emotionally impactful and meaningful way, it becomes memorable and puts the brand into people’s minds. Stories give us something to identify with and relate to.

 

Statistics reflect the reality – and the reality is that the market is saturated with multiple very similar brands with more or less the same quality of their offering. Stories tell us why we should care about one brand specifically. This practically means that if you want to make the most out of your business, tell its story.

 

Brand storytelling matters

As we already concluded, competition in the market today is fierce in pretty much most of the industries, and telling the story of your brand will immediately help set it apart from your competitors. Your story is what makes you, well… you.

 

All your ups and downs, mistakes and successes, describe who you are. Your journey, your ‘words', and your look give a distinct personality to your brand. It makes it feel almost human. It makes customers relate to you. All that happens thanks to your story.

 

But (and this is a big but), when we say 'tell your story', we don’t mean a generic story about your product. Nor 'anything that connects with your audience’ kind of a story. A good storyteller knows that the more specific, detailed and personalised it is, the more it will appeal to your target audience. If you speak about yourself in a genuine and honest way, you come across as more personal and hence more relatable to your customers. And not only that, people gravitate towards authenticity and creativity.

 

The way to make this happen is to share about yourself. Make videos and take pictures. Tell your customers about the way you make your products or services. Tell them what drives you to do what you do, how you intend to solve a problem they have, and talk about them. We all love feeling understood. Your brand’s story isn’t a mission statement that occupies a few pages in your brand guidelines or on your website, it must be something you’re continually developing throughout your brand’s lifetime.

 

Have you told your story?

 

PS: Here are two interesting stories to look into: 

 

The first one being from one of the world's biggest brands, Coca-Cola, who decided to invite people to share a coke by swapping their logo with names of their consumers (and it later became a global campaign):

 

 

And the second one being about finding your fit with Fitbit:

 

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