The first session of CTS Brand Busting was very interesting, this is what I would call a great and powerful beginning. Amongst many other topics, we talked about storytelling related to brands. This is also known as ‘Storybranding’.
The eventual aim of every brand is to sell. However brands can either advertise products to purchase or brilliantly create an entire story behind the brand to get sales by itself. This way, the brand would establish an enduring relationship with the consumer that would guarantee the ‘repeated purchase’. Thus, it is smart to think that the more people relates to a brand, the more will the sales increase. Indeed, the current president of ‘Story-Lab U.S.’ and author of ‘StoryBranding 2.0.’ (2014) stated that “A product’s purpose is functional. A brand’s purpose is meaningful.”
Hence, how can this lasting connection between consumer and brand be achieved? Basically, it consist in creating the soul of the brand, its values, its ideology. In the end, all we aim to is to make people feel identified with the brand. Almost as inventing an always supportive friend: no matter what, this brand will always be a guaranteed value you can trust to fulfil your needs and a ‘friend’ you can always rely on in your next purchase.
Yet, how are the brand identity and its values created? First of all, it is key to understand and analyse the background of the brand to identify the values this brand stand for. The second is relating these thoughts with the brand. Once this is accomplished, it is time to realise which is the profile of the target market and where is the gap the brand can get to them. In other words, distinguish which needs are still not fulfilled that the brand in question can and let the brand reach the prospects through this little gap.
For instance, the energetic drink Red bull is not introduced as a questionable nice flavoured drink made with peculiar ingredients but as a drink for the unstoppable, the adventurous, the ones with no limits. Red Bull is a drink specially made for them, that understand their desires and encourages them to keep it up.
Eventually, there might happen to be some obstacles. The only way to face them correctly is by being aware of this possibility since the very beginning and stay firm when they arrive to even broaden the meaning of the values they stranded for since the beginning.
To sum up, story branding is a lifelong method brands can use to get a loyal spectrum of consumers by focusing first on their own story and then on prospects’ needs to find an unbreakable connection between them.
Dahlia, M. and Lange, F. and Smith, T. (2010) ‘Marketing Communication‘.Chichester: Willey.
Signorelli, J. (2014) ‘StoryBranding 2.0.‘. Austin, Texas: Green leaf Book Group Press.