Hey, Brands, Stop Storytelling and Do Something Useful
Everything has a story. Brands are all over it. Tell a great story, get people to buy in and invest emotionally, bump up the prices, profit.
But I think we’re reaching a saturation point for storytelling as a brand building tactic, and I think there’s an opportunity for brands to get back to basics and focus on helping the people who support them to get things done.
We’re suckers for stories. We love them, and even when we’re consciously looking out for having the wool pulled over our eyes by brand storytellers, the minute we encounter a story that works for us, we run with it.
But stories are brittle. They rely on the suspension of disbelief. If you don’t buy into the story it quickly becomes obvious that even the “authentic” stories are cynical marketing ploys. It immediately feels like you’re being played.
Usefulness on the other hand, is what it is. I’m a keen cyclist, and while Rapha’s over-the-top storytelling really puts me off, Strava is one of my favourite cycling brands. I use it almost every day, and buy their premium service, because it’s a great product. They don’t make stuff up, they just help me get stuff done.
The world is awash with storytelling. To cut through it all:
- Help people get stuff done.
- Support the communities who support your brand.
