In this modern digital age of endless data consumption, we are constantly bombarded by countless brand messages as companies fight to catch our attention. In order to stand out, companies have to go beyond traditional advertising tactics and aim to engage their target audience.
The recipe to success then lies in creating successful brand stories. There’s a story to every company that will engage your audience and create memorable experiences which people value and are more than willing to pay for.
Here at Script Consultants, we craft your brand story and help spread your brand message like wildfire.
1. The Secret Ingredient of Resonance:
Photo credits: Chris Madden
Pixar Studios filmmaker Andrew Stanton mentioned that the key imperative to storytelling is to make the audience care in any possible manner such that they will listen to you. Make use of consumer insights to come up with a compelling storyline that is relevant to their lives. By creating a protagonist that your audience could relate to, this allows consumers to connect with your brand which ultimately is the secret ingredient to turning consumers into loyal customers.
Now that you have their attention, how do you make sure that they continue caring about your story? Stories capture our imagination. Much like Joseph Campbell’s “Hero’s Journey”, consumers as the heroes go on an epic adventure with your brand as their guide. As their mentor, a brand story allows consumers to be immersed and invested in your brand’s message as you slowly guide them through the endless possibilities of your vision.
Consumers seek connections that are authentic, emotional and personal. SKII’s stories of change features the inspirational success stories of women from all walks of life as they overcome challenges and took control of their own destiny. Such personal anecdotes not only taps into our emotions as audiences relate back to their own struggles but also seamlessly aligns with SK-II’s brand value of taking control of one’s own skin destiny.
Ultimately, branding is about crafting a story that resonates with your audience and in doing so allows your message to spread in a cost effective way.