How to revitalize a brand: storytelling that worked
No matter how children would like to revive Santa from Coca-Cola ads, the brand is not a person. For him to start selling, more than one marketer must work on it.
Some brands sell themselves. All they need to do is tell a story.
In 2012, the BBC released an article on research that showed that a third of waking hours people sleep. Only if not passionate about history. We disconnect during a boring lecture or work with a spreadsheet, but wake up when reading Harry Potter or watching John Wick taking revenge on his dog.
History is a great marketing tool. When an advertisement includes an interesting story for a client, his attention is activated. He sees something that stands out against the background of standard advertising, something that relates directly to him . Then the ad starts selling.
Nike gives examples of the most successful ads that use storytelling. What is their video “What are our girls made of” worth, in which the ordinary song of a little girl turned into a loud and inspiring anthem for all women. What a surge of emotions (and customers) this advertisement caused the viewers, you can see by reading the comments on the video.
Airbnb is the platform that travelers enter. There they can rent a house from a resident of any city or earn money by renting their apartment. It sounds interesting, but not enough to register. Therefore, in the commercial, Airbnb showed a tourist who opened a real Paris. The story that the character tells is catchy, you see what the tourist sees, you literally turn into it for a limited time roller - and now you are already booking an apartment for some Austrian engineer for the weekend.
Every marketer wants to know how to arouse customer confidence. Storotelling is trusted, and it is also firmly fixed in the mind. And then the second question arises: what to tell?
Fear of the “empty sheet” is familiar to everyone. To come up with a story for a brand, think about the following things:
The main character is the one to which all the attention of the audience will be drawn. Therefore, it should look like your customer, the hero’s problems are the customer’s problems, the hero’s life is the customer’s life. Their dreams, goals and obstacles to their achievements should be similar.
Let the main character be emotional. Humanize him: add to him uncertainty or fortitude, tears and joy, loss of strength and inspiration.
When the script is written and the main character is worked out, make sure the power of your story. To do this, for a while, forget that you are the creator of the brand. Look at the story through the eyes of the buyer, walk the path of the character with the viewer. If it catches, you worry about the character and experience emotions - you can work with the material.
Now you are familiar with the basic algorithm:
The main thing - do not rush. Harry Potter, too, was not created immediately, and now his image is able to sell even a branch under the guise of a magic wand.
Some brands sell themselves. All they need to do is tell a story.
How history affects the brain
In 2012, the BBC released an article on research that showed that a third of waking hours people sleep. Only if not passionate about history. We disconnect during a boring lecture or work with a spreadsheet, but wake up when reading Harry Potter or watching John Wick taking revenge on his dog.
History is a great marketing tool. When an advertisement includes an interesting story for a client, his attention is activated. He sees something that stands out against the background of standard advertising, something that relates directly to him . Then the ad starts selling.
Examples of storytelling that worked
Nike gives examples of the most successful ads that use storytelling. What is their video “What are our girls made of” worth, in which the ordinary song of a little girl turned into a loud and inspiring anthem for all women. What a surge of emotions (and customers) this advertisement caused the viewers, you can see by reading the comments on the video.
Airbnb is the platform that travelers enter. There they can rent a house from a resident of any city or earn money by renting their apartment. It sounds interesting, but not enough to register. Therefore, in the commercial, Airbnb showed a tourist who opened a real Paris. The story that the character tells is catchy, you see what the tourist sees, you literally turn into it for a limited time roller - and now you are already booking an apartment for some Austrian engineer for the weekend.
How to come up with a brand story
Every marketer wants to know how to arouse customer confidence. Storotelling is trusted, and it is also firmly fixed in the mind. And then the second question arises: what to tell?
Come up with a theme
Fear of the “empty sheet” is familiar to everyone. To come up with a story for a brand, think about the following things:
- Already existing stories. This may be the story of a brand or the story of one of the customers. Write down everything that seems interesting - make a start from it.
- The benefits that you give to customers, and the reasons why they share feedback.
- The reasons your like-minded people are doing this thing.
- Now there is something to think about and what to dance from. Time to come up with the main character.
Think character
The main character is the one to which all the attention of the audience will be drawn. Therefore, it should look like your customer, the hero’s problems are the customer’s problems, the hero’s life is the customer’s life. Their dreams, goals and obstacles to their achievements should be similar.
Let the main character be emotional. Humanize him: add to him uncertainty or fortitude, tears and joy, loss of strength and inspiration.
The product will be bought by living people, not robots, so you need to try for them.
Take a look at the story through the eyes of a client
When the script is written and the main character is worked out, make sure the power of your story. To do this, for a while, forget that you are the creator of the brand. Look at the story through the eyes of the buyer, walk the path of the character with the viewer. If it catches, you worry about the character and experience emotions - you can work with the material.
Conclusion
Now you are familiar with the basic algorithm:
- decide what thought the story should convey;
- come up with an emotional character;
- look at the story through the eyes of the viewer.
The main thing - do not rush. Harry Potter, too, was not created immediately, and now his image is able to sell even a branch under the guise of a magic wand.
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