Since the very dawn of man, we have gathered around fire to share and communicate. Today’s complex network of media channels have replaced the tended campfires of old, but the process of communicating via emotionally engaging and meaningful stories has never changed. Even with today’s technological advances, we crave the basics of meeting our needs through sharing the emotional journey of a good story.
Everyone can agree that, at its deepest core, great marketing and advertising is basically good storytelling. The most memorable ads whisk us along a journey that appeal directly to our wants and desires. The fire in messaging is sparked by connecting your product or service with the desires and emotions of your specific audience. When that emotional connection is made and the timing is right… the story brings a flood of emotion into their reality. Reality is much more than an advertising promise – it’s an experience they’ll come back for time and again.
Today’s marketer has a much bigger toolbox at their fingertips to help communicate these engaging brand stories. In combination: online/offline ads, events, websites, retail spaces, public relations and social media, all play key roles and share the brand story telling experience. Really understanding exactly how and where to target your customer…where they routinely and comfortably consume media and would welcome your story, is key to effectively positioning your brand’s story.
How do you craft a successful brand story?
First…you must understand how your brand’s services or products really connect with your customer’s basic emotional needs. Everyone has deeply rooted emotional needs on a variety of levels, your job is to connect the benefit of your brand directly to that deep desire. Even if the need is not physically oriented, nearly everyone seeks prestige, acknowledgement or pride.
Once you honestly understand the subtle values and emotions you’re connecting your story to, research to learn two things:
1) What media your potential customer may physically be exposed to your story, and
2) What is their emotional state is at the time their engaged with that media. This is critically important, because no matter how engaging your message may be, if it’s not delivered at a time that is open for reception, the message won’t resonate at all with your target audience. It’s one of the simple, basic needs we all increasingly have in today’s mash of brand stories.
Finally, make sure your brand story is consistent about your story – no matter what campfire you may be gathered around. Inconsistency in the subtle nuances of your story degrades the power and impact of your emotional connection – especially if it’s changed again and again over time.
Every brand has a story… including your personal brand as well as your business’ product or service. Engage your customers with an captivating, emotionally connected story that speaks to their specific desire, and you’ll begin a conversation that will develop loyal fans, referrals and sales for years to come.
Do you have your brand’s story written out in detail? Is it as concise and engaging as it can possibly be? Do you really know if it’s resonating with your audience? Or are you honestly just guessing because it resonates with you?
If you’re confident you can consistently engage your audience with an emotionally connecting brand story – you’ve taken the first important step toward building a growing community of loyal fans and customers.