Publicat de : Alina Stanciu
Autumn/Winter collections are here, so you already know what to wear to be in trend. Don’t neglect your business though when it comes to trends. We recommend an item which is a must this season: storytelling.
Nowadays, brands have to do so much more than to simply advertise. In other words, the brand that doesn’t tell a story doesn’t sell. The consumer is very used to the advertising messages and because of this, he learned how to process them or to shut them down if they are not of interest. Storytelling comes to help with this problem – using storytelling gives the consumer a whole new experience – he can forget about demagogy or pompous words and he can actually enjoy the ride. He can go on a journey in which he will learn and discover things and, at the end of it, he will certainly satisfy some of his needs. Today, brands are creating stories which help them to thrive in the marketplace.
How to write a story
Well written stories bring an emotional side to the communication and they help the ‘readers’ to remember informations. The orality makes them more easy and fun to tell your friends about them.
The story of Amalia Bacardi, the wife of the Bacardi founder, who spotted fruit bats in the family’s distillery, and insisted it to be used as their symbol will surely be more appreciated among friends gathered for a drink at the bar than a common advertising message.
But don’t think that your brand doesn’t have an interesting story just like Levi Strauss who went west to seek his fortune during the heady days of the Gold Rush and began confectioning blue jeans that could hide the dirt from a hard day’s work. A successful brand story is not about that. Here are some of the things that really matter and you should take into consideration: your story has to be authentic, real. Any detail, anything that happened in your company could have a great impact on the public. The story has to get the attention of the people and it has to be inspired by the everyday of the consumer’s life and problems. The message has to be clear so, in the end, the connection between the brand and the consumer to be clear itself.
Believe it or not, the main character of your brand story doesn’t have to be the brand. Stories are so appreciated because no matter the subject, the writer always creates a world to which the reader can identify. So, needles to say, a character bad chosen means an inefficient story. When you build the character of your brand story it is important to take into consideration the results of your research based on your target and not to make suppositions.
Don’t use clichés and pack your brand story in quality executions. Use emotion and give the public something to learn from this experience. Only this way you will succeed to change perceptions, thoughts or behaviours.
People found themselves and will always find themselves in emotional stories. Give them an emotional story about your brand and show them that its philosophy means to create a lasting connection based on trust and respect.