Burt’s Bees, a natural skin care firm, excels at using storytelling to cultivate client loyalty by enlightening consumers about the company’s underlying belief: We should treat our skin with care, just as we treat the rest of the planet.
Burt’s shares its brand story on social media to emphasize the company’s heritage and green business practices. The brand’s appreciation for the natural environment and dedication to using high-quality products are demonstrated in video taglines such as “We harness the knowledge, power, and beauty of nature to bring out yours.” The company’s About Us page also highlights its key values, which include eco-friendliness, recycling, and responsible sourcing.
There’s a catch, though.
A story needs to be real, express a consistent message, target the correct audience, and clarify the brand’s values in order to be successful.
Burt’s Bees is a great example of a company that connects with its core audience and clarifies its principles through constant storytelling. Here’s how you can tell similar stories for your brand as well.
You need to decide who your audience is in order to make a captivating story. Making an archetype, a generalized persona that captures the essential characteristics of your target audience, is a trustworthy way to accomplish this. One such character is “The Rebel,” who yearns for freedom and rejects authority. You will have “someone” to construct and iterate your tale around once you have a solid archetype.
Read: 4 Secrets to Make a Brand Epic
Make a persona to represent your target customer in more detail. Personas and archetypes both condense the issues, objectives, perspectives, and behaviors of users. However, personas add more complexity by identifying personal characteristics like name, age, gender, occupation, and interests. This information can be obtained through user interviews, user surveys, statistical analysis, and market research.
Read: Recognize the 10 Most Warning Signs of Terrific Branding
An outstanding illustration of a business that tells stories for a particular target is Old Spice. In the early 2000s, Old Spice, a well-known “dad” brand in the 1970s and 1980s, saw a decline in its appeal to younger consumers. As a result, the firm refocused its marketing efforts on a new target market: women.
The research team at Old Spice discovered in 2010 that women bought 60% of all body washes. In response, the corporation ran an innovative, women-focused advertising campaign. In the advertisement “The Man Your Man Could Smell Like,” a dapper representative encouraged ladies to picture the caring and successful man their husband could be if only he wore Old Spice.
Old Spice’s brand recognition and sales both increased as a result of this significant shift in the target market. The ad received over 20 million YouTube views in just three days, and brand sales increased by a record-breaking 125%.
Customers are more concerned than ever with company values like dedication to diversity or respect for the environment. Brand narratives are a useful tool for businesses to communicate their underlying beliefs to customers. They also offer a messaging framework that guarantees a uniform tone throughout marketing initiatives.
You need to be familiar with the core values that underpin your brand in order to create an engaging narrative. If it contains more than one fundamental value, your narrative can include various stories, each of which focuses on a particular conviction. Once an overarching narrative has been established, you can publish brand stories anywhere your customers congregate—for example, on social media, online review sites, or your business website.
Airbnb is one business that excels at this. In line with its image as a customer-focused business, Airbnb uses real reviews and testimonies from hosts and guests in its marketing narrative. These first-person narratives allay customers’ worries about hosting or lodging with total strangers while also lending Airbnb’s storytelling a distinctive and unified voice across brand channels.
It’s important to keep things straightforward and consistent if you want to effectively communicate your brand story. Emphasize the brand’s mission, distinctive qualities, and key messages that you want the audience to retain.
There are numerous messaging frameworks, manuals, and techniques available to help you identify and concentrate on what makes your brand unique if you need assistance defining what your company’s message is or should be.
For example: Heineken does a great job of targeting men between the ages of 20 and 35 with consistent brand narratives. In practically all of the company’s advertisements, pals are seen having a wonderful time and sharing beverages in public places like bars and sporting events.
Because character-driven narratives trigger the production of the hormone oxytocin in our brains, which boosts understanding, empathy, and trust, humans are predisposed to respond to stories. Audiences are captivated by authentic stories, which also evoke strong feelings associated with significant events.
For instance, Huggies’ “No Baby Unhugged” campaign has two objectives: it educates expectant mothers, who will soon be buying diapers for their children, about the medical and psychological advantages of skin-to-skin contact with their newborns.
Brands can stand out from the competition and create enduring connections with consumers by using storytelling. The correct audience must be catered to, brand values must be prominently displayed, and messaging must be consistent and genuine. You can create brand narratives that inspire real relationships and inspire your customers to take action by fusing three essential components.
Hugely inspired by: Toptal
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