Everyone loves a good story. Stories deliver ideas, both directly and indirectly, and set up emotional responses. They have characters, plots, conflicts, resolutions and messages. A story that can captivate its audience is a successful story. And when a company is considering the branding of their company or product line, brand storytelling can also captivate their audience and assist the business into success.
Start With the Characters
The story of the the product or company begins at its own beginning. An introduction of the characters, usually the founders of the company, is a good way to begin. This doesn’t have to be a summary of their lives to that point, but their relationship with each other (assuming there is more than one,) is important. Siblings, friends, perfect strangers or otherwise, a tale can be weaved around how they came together. A brand story with a single company founder may use the relationships of those who mentored or inspired them.
Introduce the Plot
The plot of a brand story is often the discovery of a need to be filled, which the product eventually fills. This can begin the point in the brand story where the emotions can be related to its audience.
Describe the Conflict
In any story, a plot includes conflict. In brand storytelling, it may be the trials of making a product to fill the need outlined earlier, or the hunt for proper funding. Whatever the conflict is, it should be relatable to the consumer. If the customer was not already emotionally involved in the story, they should be by now.
Resolve the Conflict
Resolving the conflict would feel victorious to the characters in the story, and if written well, the customer will feel that way too. The ultimate resolution is the product, and the mixture of the feeling of success and the product will co-mingle.
The chosen message is imbedded throughout the story. This may be heartwarming, funny, dramatic or otherwise fulfilling. This is what gives the final emotion to the relationship between the customer and the company, the emotion the customer will carry when considering purchases from the company.
The idea behind brand storytelling is to grow a relationship between consumers and companies. This relationship can lead to not simple brand loyalty, but it can evoke an emotional response to the product or the company, or both. A customer making a purchase feels a connection to the company, and feels good about making the purchase, based on the brand storytelling the company marketed. This can lead to more sales. It can also allow a company to keep a higher price point, because customers may pay more to feel like a small part of the story.