The Scarecrow | Chipotle’s animated short film
A great brand doesn’t happen by chance. There is nothing accidental or serendipitous about the world’s most successful and beloved brands. Think about the biggest brands you know – like Apple, Nike and Disney – and how relatable, beloved and alive a brand can be. In its simplest form, a brand is a story. And this story is what your company stands for, what it sells, what it means to consumers, and how they think about your product or service.
Tell a story.
Storytelling is the oldest and most natural form of human connection. There are seven basic plot archetypes that all stories fall into. A brand can utilize these plots in their storytelling to evoke a stronger connection with its consumers and drive business in a more meaningful way. By sharing and creating content to foster interest rather than explicitly promoting the brand, companies can help build a personal connection with consumers and make their brand feel more genuine.
Win your consumers over with authenticity.
A well-built brand stands out from the competition by building an emotional link or association between consumers and its product or service. Consumers don’t want to hear or see brands talking about themselves. They want real-life stories that are relevant and memorable. For example, Google’s “Dear Sophie” tells the story of a father who uses Google products like Chrome and Gmail to create a virtual scrapbook for his daughter, starting when she is born. This commercial tugs on the heartstrings, appealing to a wide audience because it is so relatable. And as a bonus, it shows instead of tells how the products work.
Try letting the consumer tell your story.
Customer-led storytelling is also an effective tool for driving your business. “Stories from the Airbnb Community” is an example of user-generated stories that do just that. This site features real Airbnb hosts and their experiences beyond the traditional testimonial. It provides valuable insights into people’s lives and shows how being an Airbnb host can change lives for the better, thereby building trust and establishing a positive connection to the brand as well as the hosts and guests who make up the Airbnb community.
Do you believe in your story?
Your brand’s story is a direct reflection of your company’s core values and mission. The goal is to create something valuable and original that will resonate with consumers. For example, Chipotle’s animated short film “The Scarecrow” tells the tale of going back to basics and real, farm-grown foods. The scarecrow leaves a big industrial farming company to grow and sell his own food. Not only does this piece associate Chipotle with fresh foods, but it also calls out industrial farming for being inhumane. A strong brand story leads consumers through a series of stages – from awareness to loyalist and advocate – growing your consumer base through the power of influence.
Looking for a creative agency to help tell your brand’s unique story? Contact barbara@wickmarketing.com or call (512) 479-9834.
