PART 1: STORYTELLING
I’ve spent the last 35 years of my life doing one thing—thinking of creative ways for brands to get noticed. This includes crafting campaigns that connect emotionally with people, designing experiences online and offline that delight the customer, and telling brand stories that make people want to be a part of something, not just buy something. And I’ve had the honor of doing it for some of the coolest brands in the world.
Finding ways to break though creatively is not an easy task. The best ideas are usually the riskiest. The most memorable campaigns are often the boldest. The problem is, most brands avoid risk. Playing it safe is, well—safer. Most brands think they’re being bold, when in fact, they’re just blending in. But today, just being bold or risky is not enough. Today’s consumer is looking to align themselves with brands they believe in. So how do we make that connection?
just being bold or risky is not enough.
Brands that share their story—letting people know what they believe in, where their products are made, what inspired their founders, how much quality matters to them—these are the brands that are winning today. And storytelling is their secret.
Telling stories has always been the way people connect with each other since the beginning of time. The Bible is a collection of stories. Movies are stories. Books are stories. Great songs tell a story. Stories are the way human beings communicate. In fact, science has confirmed what we’ve long known to be true: we’re hardwired for stories. A story activates parts in the brain that allows the listener to turn the story in to their own ideas and experience thanks to a process called neural coupling. The brain releases dopamine into the system when it experiences emotionally-charged stories, making it easier to remember. We connect, engage and are moved…to tears, to laughter, to anger, to action…through stories.
we’re hardwired for stories.
The fact is, storytelling works in marketing. Period. Great brands have been using this technique for decades. And today it’s even more important since consumers want to know who you are, what your brand values are, and what makes you special BEFORE they consider buying from you. And don’t just think of storytelling as long copy explaining things in great detail. A story can be conveyed in a few punchy headlines, or quite often, a story can be delivered through powerful images. In fact, great photography can be the BEST way to tell a story (remember, a picture is worth a thousand words).
Here are a couple of my favorite brands that use storytelling effectively.
Stio is an outdoor apparel brand based in Jackson Hole, Wyoming (www.stio.com). Their location in Jackson Hole is a major part of the brand’s story. It’s where they live, where they play, and where they design and test their products. They don’t just sell an idea of the mountain life, they live it. They do a great job of making a connection with people who also want to live this life by telling stories about things they believe in, such as the environment and family and their western heritage. They come across as authentic and believable. They don’t just sell their products, they romance them. They go into detail about how they’re designed and where the inspiration came from, why they choose certain materials, and why protecting nature is important. Stories, stories, stories.
Another brand who uses storytelling well is Cherry Republic (www.cherryrepublic.com). This unique brand celebrates Michigan’s Montmorency Tart Cherry through its 200+ cherry-based products. Their mantra of “Life, Liberty, Beaches & Pie” sets the tone for everything. Their quirky, lovable personality comes through in the downhome stories they tell. Just reading through the Core Values posted on their website makes you want to support them, believe in them, and buy from them.
We’re all desperate for new, effective, breakthrough creative ways to delight our customers. Storytelling is one of the most powerful ways to breathe life into your brand. Do it right, and you’ll not only earn the consideration of new customers, but you’ll give them a reason to keep coming back.
I’ll leave you with this final thought from marketing guru Seth Godin — “Marketing is no longer about the stuff you make, but about the stories you tell.”
If you need help telling your brand story, it’s what we do. We’d be honored to do it for you. You can reach me at brentn@jschmid.com.
Tags: #breakthroughcreative, Brand Storytelling, Brent Niemuth, Cherry Republic, creative, Creative Strategy, Stio, storytelling