Brand storytelling is about curating stories about your brand or brand experience, that gives your customers relevant and engaging content.
If customers are affected by your brand story, it encourages them to build upon those conversations and share stories of their own. When you focus on conveying your brand story, it can provide amazing new opportunities for growth.
Great brand stories consist of
Engagement – how does the story foster participation with it and with other people?
Awareness – what do participants learn (and perhaps teach others) in the process?
Amusement – how does the story make you feel about yourself, your culture or your environment?
Experience – how does brand participation culminate in stories that live alongside or beyond the media channels they are delivered in?
Coca-cola embraced the universal theme of happiness to tell a story that transcends platforms and communities. In 2007, Coca-Cola ran a series of commercials for a campaign called Open Happiness; the spots were beautifully conceived, animated brushstrokes of colour and imagination, depicting a storyworld centred around the idea that happiness is what we create for ourselves in our everyday lives.
Open Happiness has marked a profound shift in the way we might look at brands as expressions of culture at large. It has also forced us to look at why stories are so meaningful to us as people who consume products, and who directly or indirectly seek out the value of products beyond their consumption.
Companies should become better brand storytellers, not just better marketers who push their own agendas through the media channels they choose. Marketing is a way of delivering the brand story or message, but without a meaningful brand story, you have nothing.
brand story curation
So, how will brand storytelling enhance your business?
Whether or not they realize it, many companies don’t have an accurate sense of how they are presenting themselves to the public. We see this everyday at our Vancouver branding studio, and it is our job to help our clients make their message clear.
Understanding the value of curation is a great first action step. Working with a professional branding and web design studio is the second step. Curating your brand story starts with creativity, available knowledge, information, strategy and experience. The story must be relevant with the target audience and express experiences that have impact such as; personal, cultural, social or educational. The story must also be told in a consistent way, in everything you do. Only then, can your brand be relevant in these contexts and have the tools for endless marketing opportunities.
Your brand story will considerably help your communication efforts. One you understand who you are, what you stand for, how you wish your customers to see you and why you matter, it is much easier to develop design and connect with your audience.
We continually have clients coming to us saying ‘I need help writing my website,’ and our first response is typically ‘Let’s take a step back and look at your brand and the story behind it’ Companies get caught up with talking about what they think they need and wonder why they’re not connecting with their audience, which is critical. Our brand curation starts with crafting a clear brand strategy, brand identity, brand message and tone-of-voice followed by advising our clients on the importance of having a brand story and being consistent and authentic in what they want to say.
Article by Rob Barnett
President, Brand Strategist at Straydog