Crafting Authentic Narratives: The Essence of Brand Storytelling
A common misconception about Brand Story is that it revolves solely around the brand or its founder. While compelling stories about founders can be impactful, the focus should shift to what truly matters—the customer. Brand Storytelling, as it should rightly be called, is an ongoing series of narratives, each echoing the same theme—your customer.
The Looking-Glass Self and Brand Story
The Looking-Glass Self, a sociological concept by Charles Horton Cooley, posits that individuals shape their self-perception based on how they believe others view them. This is a fundamental aspect of consumer behavior. For instance, someone who identifies as outdoorsy and adventurous would naturally gravitate towards brands that mirror their identity.
Brand Story, then, becomes a vehicle for customers to see themselves in the narratives woven by the brand. A potent example is R.E.I.'s story about a woman living a van life, exploring the wilderness, and overcoming personal challenges. The brand subtly integrates its products into the lifestyle depicted, creating a connection with the audience who sees themselves living that story.
Relatability and Connection
Dove's success with the "more beautiful than you realize" campaign is another testament to the power of relatable storytelling. By sharing stories of real women with diverse bodies and experiences, Dove created a narrative that resonated with its audience, fostering a loyal customer base.
As a storyteller for your brand, the primary goal is to find and tell stories that relate to your target audience. Whether entertaining, informing, educating, or inspiring, the stories should always foster a sense of relatability. The audience should see themselves not just using your products but embodying your brand's values, personality, and mission.
Implementation of Brand Story
Contrary to the belief that high production documentaries are essential, the key is consistency across various content channels. Social posts, blog entries, ads, and imagery should feature people your audience can relate to. Transform these features into stories of struggle, perseverance, and success, and you have a winning formula.
Remember the Brand Purpose discussed earlier? Brand Purpose and Brand Story are intertwined. Brands like Dove and Warby Parker exemplify the seamless integration of purpose and story. By examining their strategies, you can glean valuable insights into blending storytelling with purpose, creating a narrative that not only sells products but also resonates deeply with your audience.
