The art of storytelling: Dear brand, tell me your story.

With the current communication resources allocated to companies, users are literally flooded with direct and indirect advertising. They may be tired of these campaigns. It is essential for the brands that they stand out and have original concepts that speaks directly to its consumers. Customers are becoming more and more expecting quality in the information provided by companies. Which clearly explains the growing success of Inbound Marketing methods. Potential customers want to find a genuine discourse and expect to a company illustrated and sincere arguments. It is from this movement that arose the storytelling.

Storytelling is the art of how to communicate a brand, while telling a story. This marketing practice aims to affect, touch the consumer, by helping to fully identify them with the characters of the story. This method is used primarily by large companies, but it can also be integrated into small companies’ communication campaigns. You don’t need drastic actions for a successful storytelling strategy, a little bit of creativity is enough.

According to the article “The impact of storytelling on the consumer brand experience: The case of a firm-originated story”, to be efficieAffiche_Panzanint and to charm as much as consumers as possible, the story have to engages the listener. Besides, the structure of the story have to respect some bases and to answer to some questions: who, what, why, where, when, how and with the help of what? Stories have a beginning, middle and end, and events followed a chronological order. The audience should be able to clearly identify, with its characters, the message which should put the brand in a positive light.  Whether real or fictional, stories provide meaning to brands that consumers remember.

Storytelling is not the privilege of large companies. Every entrepreneur has a passion and values which can be shared with its customers. For example, a company created by people of the same family can be buil on family values. Young graduates can highlight the values of “Do It Yourself” currently in vogue. A couple who launched her brand will play the love of a craft that brings them together, etc. I wanted to show you the story of OUTO’s company, built by a young Finnish entrepreneur. This man use his story as the key point of his communication plan, and obviously, it works! You can have a look at his story by following the link of his website >>> http://www.outowear.com/#!about/c10fk.

According to the article and some researches I did on the topic, to succeed in your storytelling strategy, you have to respect three essential steps:

The first challenge is to understand consumers. Admittedly, these are your values that you convey, but they must match with those of your customers. You’re going to get into their head and reflect on the message that will be most suitable for them. The message will be different if the target is male or female, or if the target is professional or a general public.

The second step of the process is to create the hero of the story, of your story. Once you understand your customers, it’s time to offer them a customized hero. Of course, it’s your brand or product which is at the center of the story, but it can not be carried by an object. The company must be personified to allow the consumers to feel even closer. The perfect example come from Coca-Cola which identified its brand to Santa Claus.

The last point is also essential. Companies have to build a whole universe around the story. The universe is important in history because it also plays a role in the perception of the values you want to convey. The elements of decor of the characters must immediately echo your brand.

To conclude, in order to be successful in your storytelling strategy, it is important to bring your audience by causing her emotions. If you captivate the attention of your customers and that you stimulate their curiosity, they will be encouraged to share your story. This latter will enable marketing levers: increasing your brand awareness, customer loyalty, increasing sales and management of the brand.


 

 Sources:

Article on “The impact of storytelling on the consumer brand experience: The case of a firm-originated story” by Lundqvist, Anna; Liljander, Veronica; Gummerus, Johanna; Van Riel, Allard. Journal of Brand Management20.4 (Feb/Mar 2013)

http://webmarketingtoday.com/articles/113094-7-Storytelling-Techniques-and-How-To-Apply-Them/

http://www.storynet.org/resources/whatisstorytelling.html

Advertisements
This entry was posted in Uncategorized. Bookmark the permalink.

6 Responses to The art of storytelling: Dear brand, tell me your story.

  1. Your subject is really interesting.I can identify myself into your customer’s profile: I need stories! A brand doesn’t sells a product, it sells a desire. Customers needs to feel emotions and they need to feel concern about the product. I really like your 3 steps, it shows that brands know exactly what they’re doing and why. It’s so true that many brands use heroes to have more customers like Mc donalds, M&M’s, KFC.. It happens a lot that when we think about a brand we instantly think about a character, more than the product itself. That’s a success for the brand, they succeeded into their advertising!

  2. lucianijdam2015 says:

    I really like your topic! I think that when a brand tells a story in its advertisement, this offers the brand a lot of benefits. As you said, customers then get the chance to personalize the brand and identify with the brand. Besides this, if the stories appeal to the target customers they will share the story and this is of course the main goal the brand wants to reach. For myself, I really like it when a brand tells a story in its advertisement. It makes it easier to memorize the brand and it also makes me think about the brand. However, it can be challenging for a brand to use storytelling in its advertisements. There is a of course a risk that the story does not appeal to the target customers and then the storytelling strategy fails. But I think the three steps you described are very useful and if a brand applies those three steps there is a great chance they will succeed.

  3. dianasayapina says:

    Creative storytelling can evoke emotions and generate strong personal connections to a brand, its mission, and ultimately, its products. When considering the audience, marketers must make sure they tell stories that connect with human nature and at the same time relate back to the brand and reflect company values. The well-told story with a personal aspect then anyone could refer to is a successful move for the company to engage people to buy the product. If the person finds something in that story and immediately thinks that it happens with him/her it is a win for company.
    For example, P&G’s “Pick Them Back Up” campaign tells about how powerful love of mothers and they believe in their children is. You can check it here: Creative storytelling can evoke emotions and generate strong personal connections to a brand, its mission, and ultimately, its products. When considering the audience, marketers must make sure they tell stories that connect with human nature and at the same time relate back to the brand and reflect company values. The well-told story with a personal aspect then anyone could refer to is a successful move for the company to engage people to buy the product. If the person finds something in that story and immediately thinks that it happens with him/her it is a win for company.
    For example, P&G’s “Pick Them Back Up” campaign tells about how powerful love of mothers and they believe in their children is. You can check it here: https://www.youtube.com/watch?v=lnkNijN38iY
    Not all stories are inherently emotional, but engaging human emotions is a way to connect with customers on a deeper level and get results.

    Not all stories are inherently emotional, but engaging human emotions is a way to connect with customers on a deeper level and get results.

  4. dianasayapina says:

    Creative storytelling can evoke emotions and generate strong personal connections to a brand, its mission, and ultimately, its products. When considering the audience, marketers must make sure they tell stories that connect with human nature and at the same time relate back to the brand and reflect company values. The well-told story with a personal aspect then anyone could refer to is a successful move for the company to engage people to buy the product. If the person finds something in that story and immediately thinks that it happens with him/her it is a win for company.
    For example, P&G’s “Pick Them Back Up” campaign tells about how powerful love of mothers and they believe in their children is. You can check it here: Creative storytelling can evoke emotions and generate strong personal connections to a brand, its mission, and ultimately, its products. When considering the audience, marketers must make sure they tell stories that connect with human nature and at the same time relate back to the brand and reflect company values. The well-told story with a personal aspect then anyone could refer to is a successful move for the company to engage people to buy the product. If the person finds something in that story and immediately thinks that it happens with him/her it is a win for company.
    For example, P&G’s “Pick Them Back Up” campaign tells about how powerful love of mothers and they believe in their children is. You can check it here: https://www.youtube.com/watch?v=lnkNijN38iY
    Not all stories are inherently emotional, but engaging human emotions is a way to connect with customers on a deeper level and get results.

  5. vayrynenkira says:

    Thank you for this informative and thought-provoking article! Very interesting point of view you got there, I haven’t even thought this side of branding. I prefer storytelling in advertisements and I think it gives great possibilities to make the audience conscious about your background and values. For me companies feel instantly easier to approach when I actually know something about them and their history. The good thing is that even smaller companies and entrepreneurs can do it.

  6. myriameliott says:

    Everybody loves a good story isnt it? And brands understood that one clearly. It can be also really dangerous for a brand and destructive to imagine too much over a real story. Fakeness kills the brands, and destroy their customer base.
    I really enjoyed reading this post. Thank you for writting it.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s