Engaging consumers with your brand stories is bread and butter for any marketer. But, like any story, you won't just get away with a beginning, middle and end. Here are four ways to create the kinds of brand stories that consumers want to read and share.
Brand storytelling is an art. Building a great brand story takes practice and time; and the more practice you have, the less time it will probably take you to create something worth reading and referring to friends. When it comes to compelling, have to talk about it, brand storytelling, here are some essential priorities:
1. Make your story come alive. Brand stories include actors, plots, causality, consequences, adventures, heroes, villains, tension, conflict, twists, and surprise endings. 2. Entertain your audience. The best brand stories entertain, which gives you nearly limitless, imaginative ways to imprint your brand in the minds of consumers. 3. Connect emotionally. Great brand stories persuade emotionally, which gives you unique opportunities to influence consumers beyond logic and into the deepest mind and memory associations. 4. Characters and origin stories matter. Your brand story can be created at a number of levels, from the front or back office, from the company's origin story, from the CEO, from the founder, from the creation of products that changed everything.
People are made for stories and storytelling. Stories allow consumers into your world, engaging them at the level of imagination and emotional connection, with characters and lives they can care about. A great brand story transports people beyond the superficial realm of logic and into the deepest and oldest parts of our brains, where memory, emotions, and subconscious impulse purchasing behaviours lie.
