When It Comes to Brand Storytelling, the Product is Irrelevant

In many cases, storytelling has nothing to do with the product. Product is irrelevant.

Instead, storytelling is about creating experiences delivered by your brand. It has everything to do with how you help consumers experience life in different ways: how your product makes them happier, richer, fitter, more productive, better educated, more entertainment, etc.

In an ideal world, when consumers think about your brand, they envision themselves within an experience. Your product plays a supporting or minor role. It facilitates the experience as opposed to being the experience.

For example, think about how Airbnb tells stories about helping travelers belonging everywhere and discover the world — it’s the experience and emotional journey around traveling. In many cases, Airbnb doesn’t enough mention it is an online service to book non-hotel accommodations around the world. The service is table stakes; the experience is the sizzle. (Check out this video that introducedAirbnb’s Belo symbol.)

Airbnb understands that traveling consumes time, energy and money. Booking flights, hotels, cars, and tours can be frustrating and bureaucratic. It is the dark underbelly of travel.

Instead, Airbnb has decided to rise above the logistics and hassles of travel. Through the power of story, Airbnb has positioned itself as an aspirational and inspirational brand that puts the joy of travel in the spotlight.

When people think about Airbnb, they imagine themselves living in cool places around the world. They see themselves enjoying life as a local — something hard to imagine when you’re staying in the Four Seasons (There’s nothing against staying in the Four Seasons, mind you!)

As brands look for new ways to connect with consumers, storytelling will become more popular as an “experience vehicle”. It will be the way that brands effectively demonstrate the value of their products at a time when consumers have easy access to features, prices, reviews, and recommendations.

The growing importance of experiences is a huge reason why brands will have to become even more customer-centric and personalized. Through storytelling, brands can create experiences that consumers find authentic, relevant and shareable. It is a powerful way to marketing and sales.

If you’re looking to jump-start your ability to tell good stories, I can help you make it happen. I recently published a book, Storytelling for Startups, that provides strategic and tactical guidance to entrepreneurs looking to embrace the power of story-driven marketing.