Storytelling is critical to the success of a brand. But very few practical guides are out there on how to tell great marketing stories.
Seems like in order to learn it you have to understand it by yourself — in the process of learning marketing — and by looking into examples. In my latest article, i’ve talked about how prophets used storytelling. In this article i want to get practical on how to tell effective marketing stories.
A lot of different factors — big and small — are involved in telling a good brand story; but generally there are two main parts you need to keep in mind when trying to tell your brand story:
Every great story = a beautiful combination of “Your Brand Values” + The “Consumer Experience of Your Product”!
Your “Brand Values”:
Let’s start with the first, and the complex part. I’m sure you’ve heard enough about brand values.So what are “Brand Values?”
So what are “Brand Values?”
A brand does not have a life or personality unless you breathe human spirit into it and bring it to life! And then — when your brand have life and personality — it can start getting connected with people and be valuable to them.
The CEO of Starbucks, Howard Schultz, nicely summarized the connection when he said:
“If people believe they share values with a company, they will stay loyal to the brand.”
You don’t buy Coke over Pepsi (or vice versa) because it tastes better. It doesn’t. And countless studies have shown that the difference is all in our brains!
You buy it because you “bought” either into the “happiness” brand or the “youthfulness” brand, depending on which value you consider most important.
So brand values include different factors. Why you exist? What’s your vision? Your organization culture? Your Slogan and Taglines. The ton of voice. What you admire and so on.
For a complete explanation of what are brand values and how to define them, read this article.
Consumer “Product Experience”:
Any business has a product or service. And any product supposed to fill a need. A need or pain that exists in the consumer’s life.
Filling this need means you make the consumer’s life better by helping him.
Whatever the product is, the consumer is going to have different touchpoints with it, in different places and situations.
As wikipedia explains:
Customer experience is the product of an interaction between an organization and a customer over the duration of their relationship. This interaction is made up of three parts: the customer journey, the brand touchpoints the customer interacts with, and the environments the customer experiences during their experience.
The combination of “Brand Values” + “Consumer Experience”:
Now we know what are our brand values and also what experiences consumer is going to have with our product and how the product fills his needs.
Great Story begins with “Showing this beautiful combination, In a communication form — through your contents”.
Imagine an image, which includes these two parts. Showing your Brand values alongside with how the consumer experience will look like in different situations.
Airbnb Instagram posts could be a perfect example:
They say it’s easy to fall in love on this island: Mallorca, off the coast of Spain, where dreamy beaches meet Mediterranean flavors. The open stairs in this urban stone house are typical of Mallorca’s interior design. “You get to experience someone else’s style and way of living for awhile,” Abbie says about staying at her Airbnb in a charming little village called Es Llombards. “It’s the kind of place people walk around carrying fresh baguettes… a welcome respite from the frenetic pace of a busy life.” With a few general stores, local bars, and bakeries near the best beaches of southern Mallorca, the bohemian ambiance is real, and the reasons to fall in love are endless. To see more of this home, filled with amor and character, click the link in our bio. Photo cred and quote: @bikinisandbibs
Every piece of content you create, whether it’s a blog post, Instagram Image, commercial video or anything else, you should try to put these two factors into them.
Start by defining clear brand values and have a clear picture of how consumers going to have different experiences with your products.
Then start creating content pieces that are mapped to these two elements!
What do you think about storytelling? Share your insights on how to get practical on telling good marketing stories?