In a world full to the brim with competition and even copycats, the old adage \u2018survival of the fittest\u2019 has never carried more weight for today\u2019s brands. And with brands battling for every nano-second of consumer attention, your chances of survival can be hugely boosted through brand storytelling<\/a><\/strong>.<\/p>\n\n\n\n Brand storytelling<\/a><\/strong> is the narrative that links you with your customers on a far deeper level than your product or service alone can manage.<\/p>\n\n\n\n It\u2019s why you exist.<\/strong><\/p>\n\n\n\n It\u2019s why you matter.<\/strong><\/p>\n\n\n\n It\u2019s what makes your customers feel something.<\/strong><\/p>\n\n\n\n That emotional connection, which encompasses the values you share with your customers, is a powerful thing and it\u2019s what can help you stand out from the copycats and competition we alluded to right at the top of this piece.<\/p>\n\n\n\n It\u2019s what makes your brand unique \u2013 because they can copy what you do, but they can\u2019t copy your story.<\/strong><\/p>\n\n\n\n That\u2019s the power of brand storytelling\u2026<\/strong><\/p>\n\n\n\n The relationship between a brand and its customers had always been traditionally seen as something of a one-way street. You know how it used to go\u2026<\/p>\n\n\n\n 1. Customer makes enquiry, sharing lots of information about themselves.<\/p>\n\n\n\n 2. Brand embarks on a hard sell to customer without giving them anything meaningful in return.<\/p>\n\n\n\n Of course, this was accepted many moons ago when companies had no real way of communicating effectively with their customers. But now, with more than 91% of businesses using content marketing strategies, the noise you\u2019re battling with to capture your customers\u2019 attention has never been louder. And even more importantly than that \u2013 customer demand for meaningful stories has never been higher.<\/p>\n\n\n\n As recently as 2015, research from The Brand Storytelling Report revealed how 80% of UK adults wanted brands to tell meaningful stories as part of their marketing output.<\/p>\n\n\n\n Yet 85% couldn\u2019t recall a single memorable story told by a brand.<\/strong><\/p>\n\n\n\n All of which tells us that while many brands are attempting to jump on board the brand storytelling train, many are derailing themselves right away through the actual content they\u2019re creating.<\/p>\n\n\n\n Think of some of the great books that have sold millions of copies all across the globe. How about:<\/p>\n\n\n\n \u2022 Harry Potter? Those examples have all been made into films, too, and here\u2019s what they all have in common:<\/p>\n\n\n\n \u2022 A hero with a goal or mission As humans, we\u2019re all wired to emotionally connect and react to stories \u2013 after all, we\u2019re taught them from the moment we emerge into the world, from bedtime tales to picking apart Jane Eyre in GCSE English.<\/p>\n\n\n\n Brand storytelling example: Airbnb<\/strong><\/p>\n\n\n\n Airbnb is some way from Jane Eyre and Charlotte Bronte, but as a brand, it\u2019s one that places connective storytelling at the very heart of everything it does.<\/p>\n\n\n\n By providing a picture of an Airbnb host\u2019s life, as the brand has done with Jonathan\u2019s story, Airbnb is able to tell a \u2018hero\u2019s tale\u2019 of a single dad of three, who was working 60-80-hour weeks as well as looking after his kids \u2013 before he started generating an income from letting his spare rooms to Airbnb guests and changed his life. The hosts, essentially, are Airbnb so rather than focusing their content marketing efforts on telling the story of the business, the brand\u2019s approach focuses on their customer\u2019s own stories and experiences.<\/p>\n\n\n\n What better way to resonate with their customers, than through people who are essentially just like them?<\/p>\n\n\n\n The story of your brand, your values and what you stand for already exist \u2013 it\u2019s how you project them into the emotional make-up of your customers that\u2019s key. It\u2019s also important to remember that your brand story is an ongoing evolutionary process, with plenty of sequels to come.<\/p>\n\n\n\n Your brand storytelling strategy should be driven by people and personalities \u2013 just like a good book.<\/p>\n\n\n\n Think about:<\/strong><\/p>\n\n\n\n \u2022 Who you are \u2013 how did your brand come to be and what is your vision, mission and values? What did you go through to get to where you are?<\/strong> You should also:<\/p>\n\n\n\n \u2022 Focus on the problems your customers have and how what you do solves those problems \u2013 that\u2019s the way to craft your hero and the story of how they overcame the odds with your help<\/strong> We love telling the stories of the brands we work with. They\u2019re intriguing, aspirational and encourage discovery from your customers.<\/p>\n\n\n\n Here are just a handful of the great brand story projects we\u2019ve worked on:<\/p>\n\n\n\n The Angel Hotel<\/a><\/strong><\/p>\n\n\n\n Intrigue formed the basis of our work with The Angel Hotel in Bury St Edmunds, an imposing 12th century Georgian coaching house full of history and mystique. Giraffe Restaurants<\/strong><\/a><\/p>\n\n\n\n We built Giraffe World Kitchen\u2019s brand story around the characteristics of the animal itself. Customers would ask why is this restaurant called Giraffe?Those characteristics align with the brand\u2019s own values and beliefs:<\/p>\n\n\n\n \u2022 Giraffes have the biggest hearts of all land animals \u2013 OUR BRAND IS FRIENDLY AND WELCOMING Gallio Pizza<\/a><\/strong><\/p>\n\n\n\n The brand challenge for this Mediterranean pizza concept was to find a narrative arc that would forge a connection between the many varied cultures around the region, and connect with the brand with the wholesome and healthier way of life that the Mediterranean is synonymous with.<\/p>\n\n\n\n Our solution was to ensure Gallio Pizza became a true EXPLORER brand telling the story of a food odyssey that followed in the wake of the \u2018Galley\u2019 ships of the early Mediterranean trade routes. It is a brand which collects stories and recipes from chefs, staff and customers \u2013 recommending places to find incredible food and telling stories of ingredient provenance \u2013 quite literally taking customers on a journey. This story gives the brand licence to combine ingredients and influences creating an inspiring new and innovative menu.<\/p>\n\n\n\n Find out more<\/p>\n\n\n\n We\u2019re brand storytelling consultants<\/a><\/strong> \u2013 but so much more than that, too.<\/p>\n\n\n\nBut what is brand storytelling and why should you be sitting up and taking notice?<\/h3>\n\n\n\n
Why is brand storytelling important?<\/h2>\n\n\n\n
How do brands use storytelling?<\/h2>\n\n\n\n
\n\u2022 Charlie and the Chocolate Factory?
\n\u2022 The Lord of the Rings?<\/p>\n\n\n\n
\n\u2022 Something that our hero has to battle against in order to succeed
\n\u2022 A positive emotional development in our hero<\/p>\n\n\n\nHow to tell the story of your brand<\/h2>\n\n\n\n
\n\u2022 What you do \u2013 but not only that, consider how what you do improves the lives of your customers and why you do what you do<\/strong>
\n\u2022 Who your customers are \u2013 your customers have stories to tell which stem directly from their experience with your brand. Make use of those authentic, honest stories<\/strong>
\n\u2022 What\u2019s next \u2013 how will your brand evolve and how will you take your customers on that journey with you?<\/strong><\/p>\n\n\n\n
\n\u2022 Make sure your story is educational, entertaining and inspirational \u2013 but most of all: make sure it\u2019s believable<\/strong>
\n\u2022 Concentrate on the emotional touchpoint with your audience \u2013 how did what you do help someone and what were they struggling with before you stepped in?<\/strong>
\n\u2022 Let your personality shine through in your stories \u2013 it\u2019s what sets you apart from the competition and your customers should know something is \u2018you\u2019 simply from reading the first line of your content<\/strong><\/p>\n\n\n\nThe Harrison approach to brand storytelling<\/h2>\n\n\n\n
\nAuthor Charlies Dickens stayed at the venue and referenced it in his acclaimed novel The Pickwick Papers. We created a concept of \u2018fables and tales\u2019 to inject a feeling of ESCAPISM and ADVENTURE in every corner of the venue\u2019s historic footprint.<\/p>\n\n\n\n
\n\u2022 They\u2019re explorers, roaming the plains of Africa \u2013 OUR BRAND IS EXCITING AND ADVENTUROUS
\n\u2022 They have different view of the world, due to their height \u2013 OUR BRAND IS FUN AND LOOKS AT THINGS DIFFERENTLY<\/p>\n\n\n\n