“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.
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.
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