Great branding is about storytelling. That hasn’t changed. But today a brand’s customer can now share their own personal story of that brand. Why is this important? Branding is about building an emotional connection, and the best connections occur when both the story-teller and the listener are participating. Wouldn’t you want your audience to create their own personal story about your brand, and to build an emotional connection? Thanks to the power of individual consumer’s voices and influence this can be extremely rewarding for brands.
A story used to be passed down by word of mouth, then came the written word. From their words were published and shared with the masses in books and then newsprint. Radio and TV came next. The problem with those mediums today is that a brand’s story starts to become a “Push Down Your Throat” advertising campaign. With every new invention or medium brands have had to evolve. Today, we have computers and even more importantly we have smartphones and tablets.
Technology and Social Media provide an opportunity for every consumer to:
- Build a Relationship… with the brand.
Is it the medium or the message that’s changed?
If you know Gary Vaynerchuk, you know how much he values storytelling and being present. It’s not about where your audience was but where your brand’s audience is. Maybe even more important, where your brand’s audience is going to be in the future.
Today, companies of all sizes can share their brand’s story digitally, which allows their customer to share the brand’s story and even contribute to it. For some brands there is even an opportunity to become an over-night sensation by going viral or trending. Great stories are memorable not boring, or force-fed ones. Controlled Media now allows brands to control the timing of their message, this means that you don’t have to negotiate a media buy or jockey for prime-time coverage. Which is awesome since we never know when the next big story or opportunity will present itself.
Timing and Being a Good Storyteller
Today, WHEN a brand’s story is shared might be as important as WHERE that story is shared. Relevant content is contextual as much as it is timely. Good stories are shared and spread, thus why some content goes viral.
4 Tactics Brand’s Can Utilize To Be Timely:
- Trending Topics
- Major Events or Situations
Please Note: I did not recommend exploiting news, specifically those that involve tragedy or death.
No matter how, when or where you share your brand’s story you should make sure that it’s a great story. This is not so easy in fact, it might require outside counsel to craft a great story and equally important identify what is relevant to your audience. What Story Does Your Brand Tell? The most memorable brand stories have a bit of truth mixed with creative crafting. Nothing wrong with that, after all if a story isn’t interesting who’s going to pay attention?
Memorable brands have staying power and can achieve iconic influence. Some brands require years to develop, while others especially today seem like it happens over-night. Either way, all great brands build strong, solid connections with their audience. Build a relationship, listen, learn and grow with your audience. After all, one day you might need to lean on them for support.
What’s your brand’s story all about?