Storytelling is a concept that has been around for centuries. Whether captivated with the way your dad throws his voice during "The Three Billy Goats Gruff" as a child or enthralled in the fiction novel on your Kindle as an adult, stories have captured our minds for years. A childhood fave is a major component in brand success today...and one that is neglected and traded in for inorganic content, trends and ineffective strategies. What many brands fail to realize is the nostalgic feeling of story time is easily transferable to their market segment through the creation of meaningful, authentic, engaging and compelling content. The desire to hear or tell a story sticks with us for a lifetime!
Brands typically want to throw information at consumers...pitching the business with big words and fluff to increase the 'oh ah' factor. Consumers view, subconsciously, an average of 7,000 advertisements and brand messages a day...unreal, right? With a statistic that drastic, the question becomes, "How do I acquire and retain the attention of my market segment? How do I stand out in an environment overflowing with similar content and brands?". The answer...simply...is through the curation of content that captures and retains the attention of your market segment. How? Through relatable, funny, original and captivating brand messaging and storytelling. Personifying your brand with emotions, thoughts and centralized thinking can generate a successful message worth sharing! Stories create a bond between your brand and market segment...a bond curates loyalty to your brand...loyalty increases reason to share (aka buzz marketing).
The creation of a brand story requires knowledge about your market segment, what interests them, your brand message and the proper channel for delivery. A simple concept that requires the development of strategies, storytelling is a strength that all companies need to nurture. Here are five things brands can learn from an adolescent fave.
1. The more theatrics, the more engaged you become.
We all remember our parent(s) reading our favorite book with various voices to draw us into the story and keep us on the edge of our seat. While your brand voice doesn't need to change, the manner in which you deliver your message can. Use creative videos, images, gifs, memes or more to draw in your audience and leave them wanting more.
2. Create a relatable or 'juicy' storyline that pushes your audience to share.
Whether a story we were read or one we heard while our parents were gossiping with their friends, the stories that we shared were the ones that we related to or were too juicy to keep to ourselves. Create a brand message and story that allows your customer to see themselves in your brand and encourages them to share it with their friends and associates.
3. A story worth repeating becomes memorable and transcends trends and times.
Be sure to craft a brand message that pushes your market segment to share the story with their friends and network. We always remember the stories that created or told an experience. Keep your message going by cultivating positive brand touch points and stories.