How to tell a brand story
Story -telling is the buzz. But why is it the buzz. Why should brands adopt this to communicate with consumers? Because it stays in the consumer’s mind. Science has it that stories connect with humans and aid in memory retention. So, what's different in this way of communicating than brands did earlier?
Its about ensuring that your brand story has all the elements. Its a framework. The framework has a few merits. It starts with a status quo or what the existing situation. It then explores how the existing challenge is solved. The important and critical part in crafting the story is - what is the HERO of the story. And more importantly, what is the turning point of the story?
The packaging of your brand story, put together in this way, is storytelling. Honestly, brands were doing it earlier also; they were using different frameworks to do it. It’s now being called storytelling simply because you almost subtly feed your product into it. Content marketing in a new way.
Any good story (personal) or brand has the following elements:
The PLOT - What the brand does. If its a laundry detergent. Then how exactly does it wash clothes? If its a chocolate - what its way of getting made is. If you are a realty brand- then what all do your project contains.
Its like a map of where you want to go, and what the journey will be. The report. Surf’s plot is that it is a tool to wash clothes.
The Narrative - What you want to achieve. This is the critical element. The purpose. If your brand wants to focus on nutrition, then that’s the narrative. If you are changing the way people shop for clothes, then your narrative is the process- I.E, enabling choice for example. Nike’s narrative has always been action - about believing in yourself and showing up. Just doing IT. Surf’s narrative has been that dirty spots are also good.That’s the narrative.
The HERO - What is it that makes your brand special? What is the HERO element. For Surf,its frankly that it can clean the best. Nike HERO”s its attention to detail. For Maggi its nostalgia of 2 minute noodles. For me as my personal brand story, its the exposure I have had to all aspects of marketing and thus developed range and depth. For any brand story,knowing what is the HERO element is critical.
The Launch- What are you selling? What is it that you provide .. What is the end result. Almost like the ending of any story. What happens at the end. Surf- which product are they launching. For Nike. it could be a new product launch. Your product/launch/service could change. Your story must remain consistent.
The turning point- Most important element. When does it change. Must always identify that inflection point when the HERO solves the problem or makes the story come alive. Thats your inflection point.
Now why is it important to have a story- Because you get believers, disbelievers. You get followers or not. Basically you get an opinion, a perspective towards one direction.
Thats what the point of a story is. You either like it. Or dont. You either feel its far fetched or believable.
SURF EXCEL- BRAND STORY & ELEMENTS