“once upon a time”
we all love a story. be that recounting a funny highlight from our day, telling the journey of that newest coolest brand we’ve recently discovered, or reminiscing of old times passed. our brains are programmed to light up when we hear a story. when you’re eating, you remember things better, because historically we told stories around the campfire.
we always have, and i’m sure always will, love stories!
the brands that tell and live out the best stories are the brands that win. storytelling is of utmost importance for brands. air b’n’b, jollie goods and warby parker are great examples of companies who totally get it. they explain the why behind what they do, and it is this emotional connection that has resulted in their success. looking at air b’n’b, their “belong anywhere” mission statement has transformed a logical decision into an emotional one. it’s not just about choosing a bed to stay in when you’re on holiday, it’s instead choosing somewhere to feel welcome — a home-away-from home. when you engage people in this emotional capacity, they will become deeply involved in your brand.
storytelling as a brand starts with framing your product.
essentially putting it into context. start at the very beginning…what’s your origin, where have you come from? why are you doing what you’re doing? why should people engage with you on an emotional level, and not just a logical one? then put it into context and educate your audience by telling a story. the harsh reality is that the only people really really really interested in your brand is you. so you need to be able to tell the compelling and interesting story behind the why. john lewis did this with their tiny dancer video. arguably nothing to do with insurance, but the story tells a deeper narrative, and facilitates an emotional connection.
when you captivate people with your story, they become your greatest asset, and will make your story viral.
‘viral’ is nothing new. people have always shared great ideas, and some stories have spread further than others. so go on, start telling your story: “once upon a time”…
