We believe in the power of storytelling. As customers, we are drawn to products and services that tell us a great story. We connect with the characters, we see ourselves in – same dreams, same goals, same vision, same beliefs.
In today’s noisy and very busy world connecting with a customer gets harder and harder. Storytelling is how you can do that and do it effectively. As humans we are drawn to stories – we’ve been telling and listening to them for over 2000 years. Science has also proven that emotion sells and that having positive emotions about a brand or company have a huge influence on customer loyalty. In fact, studies have shown that when people make decisions about brands and companies, people use emotions more than facts.
These are a couple examples of incredible storytelling:
Evan from Sandy Hook Promise – Released online December 2016 it has 11,518,230 views
Wheels from Canadian Tire
Budweiser “Stand By You”
John Lewis Christmas Advert 2014 – OFFICIAL- #MontyThePenguin
What does all this mean for your business/organization? Here are five key takeaways that you can use when you start to develop your brand story:
- Stories have heroes with wants, needs and emotions.
- You are not the hero of your story – the customer is.
- Your hero will need a guide.
- Keep it simple.
- Be human.
These takeaways will get you started on the path to creating a brand story that will connect and engage your customers. They will be drawn into the story, connect with your business and buy your product.