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As a journalist, I’m a natural storyteller – whether that’s in the inspiring copy I craft for publications and businesses – or simply in the interesting tales I tell around the table at a dinner party (at least, I think they’re interesting!).
Stories, especially when they’re exciting or emotive, strange or surprising, are one of the most powerful ways to captivate your audience. The same is true for brands looking to get the attention of their customers – which is increasingly difficult in such a noisy landscape – and connect with them on an emotional level.
Storytelling 101
So, what makes a good brand story as opposed to an empty one? A winning combination of your company’s identity, values, purpose, mission and history, your brand story should communicate why you exist and why you matter while going way beyond simply flogging your services or products (snooze!). Always with a customer-first approach, your brand story should speak directly to the needs and desires of your audience while addressing their pain points and providing relevant support. Ultimately, a successful brand story will demonstrate how you can play a meaningful role in their lives and show up consistently across touchpoints.
To help with the latter, a distinctive tone of voice, visual identity and valuable message will help set a fire under your brand story in a way that’s immediately recognisable and consistent. Awe-inspiring visuals and jaw-dropping storytelling should complement your narrative, rather than decorate it, to drive real impact.
3 brands that make advocates of their audience via meaningful storytelling
John Lewis
Every year, the UK eagerly scours the Internet to find the John Lewis Christmas ad. Why? Famously emotive, it always gives you the warm and fuzzies with relatable characters, soul-stirring music and a beautiful narrative with people at its heart, not products. With so much buzz, there’s plenty of chatter about it online both before and after it airs to create a sense of community.
Airbnb
Going beyond the four walls of rental properties, Airbnb’s storytelling focuses on the genuine connections that people make through travel and the experiences they share to form cherished memories. Its human-centric approach spotlights the people that own the homes listed and the travellers who stay there with Airbnb positioned as the connector. It’s warm, emotive and authentic.
Dove
Think self-acceptance and smashing the ideals of traditional beauty standards and you think of Dove, right? That’s because their trailblazing Real Beauty campaign celebrated women of every shape and size before anyone else in a genuine push for a more inclusive industry. Confident and empowering, you couldn’t help but relate to its positive message.
Invest in creativity
Now, more than ever, brands are investing in quality storytelling as part of their marketing budgets as they’re seeing content with real strategy and proper resources behind it to genuinely engage, build trust, bolster reputation and drive conversions. It’s not about gimmicks or claims, either – it’s about showing up consistently for customers with stories that genuinely add value in the relevant space and are told in a voice that’s authentic to the brand. Ultimately, it’s a brand’s ability to resonate with customers on a deeper level and form a valuable relationship that will set them apart from the competition.
Inspired to invest in your own brand storytelling? Get in touch to discuss how we can help you craft it.