Storytelling, a efficient mean to construct your brand reputation

 “If you have a really good narrative, you can tell a thousand stories with it.”

– Deb Lavoy, Founder and CEO of Narrative Builders a company that build powerful narratives for businesses, products and ideas.

First of all we have to focus on what’s storytelling and how you can use it to make your brand building stronger and powerful. Storytelling is a presentation of your brand that focuses the attention of your target audience on your business values. Your customers wants a product or a service that they can identified to, feel a connection with your brand. People are too bored by ads, if you tell a story it will be easier for them to understand and feel involved in your broadcast message. For example with a story that remind them for the childhood, or glory moments of their lives.

The main objective of this marketing method is to make sure that the customer will choose the brand and maybe buy for the first time a product or a service because it’s more familiar to them. You will need to know how to motivate them to take immediate action with new information you provide them with. This strategy has a long term impact on the brand building and the reputation of the firm.

Company’s now rely a lot on storytelling because they consider that is the heart of their content strategy to target consumers. Building a narrative around a brand and its purpose or history helps firm to create a link with consumers in a more efficient way, to develop fruitful and strong relationships.

For exemple, Nike is maybe the first brand when it comes to leveraging storytelling to win over their audiences. One of their best approach was their “The Chance” ad, which follows the story of a young soccer player in NYC, the ad reminds us that there is a possibility for every one of us as long as we go on and wear Nike products.

Storytelling.jpg

Everyone remembers, that the famous footballer Lionel Messi had a problem with growth hormones. We all retained the point in our minds that sometimes the bad isn’t always that bad and can even result in positive way, because even with problems he became one of the greatest footballers of all time.

And when Adidas launch their “Impossible is nothing” campaign in 2004 in this way, we were left with this sentence which stay in mind and sounds like a lifestyle. After this storytelling campaign we associate Adidas with that spirit, the message tends to make the customers feel the act of buying like if they became member of a group who have a strong mentality

Today the customers care more about what the brand promises, how the message of this brand makes them feel, how they feel when consuming that brand than other things.

John-Simmons-quotes-Robert-McKee-in-his-book-The-Invisible-Grail-----source-picture-John-Simmons

Sources :

Baker, B. and Boyle, C. (2009). The Timeless Power of Storytelling. Journal of Sponsorship, 3(1), 79-87.

Stephen Denning, The Leader’s Guide to Storytelling, Jossey Bass, 2005

Storytelling: Branding in Practice 2nd ed. 2010 Edition – by Klaus Fog and Christian Budtz 

Storytelling, a efficient mean to construct your brand reputation

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6 Responses to  Storytelling, a efficient mean to construct your brand reputation

  1. colinebertrand says:

    Thank you for your article! It is really interesting. I think storytelling is really good for a brand. It makes it more “agreeable” to the customer and makes him feel good and confident. For example and for me, I find the storytelling used by Rolex very interesting (https://www.youtube.com/watch?time_continue=13&v=EqBO2fVXO-c) because it tells the story of Rolex from its origins and therefore makes the authenticity feel. Otherwise, I also like the examples you gave, such as Adidas’ example. Adidas is an interesting brand, and as it grows in a saturated market it is important for it to differentiate itself. I think your article is well done and the fact that you put in various quotes makes it even more interesting and allows us to better understand the concept of storytelling.

  2. Jin Ming says:

    Hi Valentin. In my opinion, I think a brand itself is a story, it has a story and it tells story. I agree that storytelling is a powerful tool in building a brand as people learn from the stories that brands tell about themselves.
    I remember reading an article about the great storyteller – Richard Branson, the founder of Virgin Group. In an interview with Forbes (Richard Branson Explains Why Storytelling Is Your Competitive Advantage. October 17, 2017), Branson said “My dad was a great storyteller. In his generation and the generations before him, they didn’t have television, so people would sit around a campfire listening to each other tell wonderful stories. Those stories got passed down.”
    If brands do not tell stories, people will not remember, neither will they know who and what the brands are. In fact, stories can create resonances with audiences which they can relate the stories with their lives and this is how people feel their relationships with the brands.

    “Tell me the facts and I’ll learn. Tell me the truth and I’ll believe. But tell me a story and it will live in heart forever.” – Ancient Proverb

  3. colinebertrand says:

    Thank you for your article! It is really interesting. I think storytelling is really good for a brand. It makes it more “agreeable” to the customer and makes him feel good and confident. For example and for me, I find the storytelling used by Rolex recently in ads very interesting therefore makes the authenticity feel. Otherwise, I also like the examples you gave, such as Adidas’ example. Adidas is an interesting brand, and as it grows in a saturated market it is important for it to differentiate itself. I think your article is well done and the fact that you put in various quotes makes it even more interesting and allows us to better understand the concept of storytelling.

  4. hellocadie says:

    Hi Valentin !
    Thank you for this article, it was very interesting and I learned a concept I didn’t know before reading it!
    Well written and very easy to read !
    It’s true that, as a consumer, you would rather buy a product from a brand you identify yourself. In fact, nowadays, there are more and more products and as a consumer you have to make a choice so I think that brands consider it as a distinguishing condition in order to make consumers buy their products and not the one of another brand. And I think that nowadays because we are in a real competitive world we can say that for many industries it is considered as a key success factor !
    So thanks again for making think about it ! 🙂

  5. Nikola Dipalo says:

    Hi Valentin! I think you covered interesting part of the brand that every company should have. Modern consumer is definitely more particular and wants something more than just a product. I think with storytelling, a company can differentiate from other competitors and give them a better chance to “allure“ potential costumers to buy their product. It also builds stronger relationship between costumer and brand/company, as you mentioned in your blog post. Thank you for your post, good job!

  6. vincent2941 says:

    Hi Valentin ! I really like the subject you are dealing with in your article ! It is true than using storytelling reinforce the brand equity of lots of brands in the world, and nowadays, more and more brands use this method to reach consumer and enhance the loyalty. A good exemple I though about when I read your article is Apple: indeed, when Apple products are introduced to consumers, they are introduced in a precise context, with the user leading the action, telling a story..
    Thanks for your articles, was very interseting!

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