Why your brand needs a story (now more than ever)
How do you pick cold medicine? Jerry Seinfeld had a great bit about walking into the drug store for cold medicine and standing before “an entire wall of cold medication. ”How do you decide? “This is quick acting, but this is long lasting. When do I want to feel good – now or later?”
We are hit with between 4,000 and 10,000 digital ads every day. Every moment our brains are processing excessive amounts of marketing on top of everything else they do.
Consumers don’t want to spend their time comparing brands – they want to make the purchase and have the product so the product can deliver its promise. The best way to ensure customers know they want your specific brand is to ensure they know your brand specifically.
Let’s explore the top three tangible benefits of effectively telling your brand’s story: customer loyalty, product endorsement, competitive edge.
Benefit #1: Unbreakable Customer Loyalty
Humans want connection, plain and simple. Customers might buy a product from someone they trust, but they will invest in the brand they also connect with. It is human nature, and storytelling is about humanizing the brand.
Science and psychology reinforce the power of storytelling. A process called neural coupling takes place when a human hears a story – as a natural reaction, the brain’s neurons fire in the same patterns as the speaker’s, creating a bond. It is also noted, more areas of the brain light up due to storytelling than with stated facts.
Dove and Nike are two well-known companies that boosted customer loyalty through effective storytelling.
Dove’s Story
Dove launched their “Real Beauty” campaign in 2004, telling the story of the diverse and powerful woman. They made an emotional connection with their audience, which garnered brand loyalty and included a 700% increase in sales over the first decade.
Nike’s Story
Nike is known for their “Just do it” slogan, and that slogan encapsulates the storytelling method of Nike. It is about the audience; the shoe is just a means. Their Dream Crazier ad was also aimed at empowering women, saying, “it’s only crazy until you do it.” That story boosted Nike’s revenue by 31% and added $6 billion in value to the brand.
Benefit #2: Inspiring Product Endorsement
Here’s the good thing about telling your brand story: you don’t need a celebrity to sell it for you. A genuine story does the work. In fact, a celebrity spokesperson telling the story could distract from the sentiment.
The everyday consumer is also a good place to get your product endorsement. Word of mouth moves a lot quicker with all the social sites. Share your story and watch your story get shared over and over again, along with personal commentary on what the story means to each individual who shares it.
How important is word of mouth? Well, let’s just say it can be the bread and butter for a major company to the point it doesn’t have to spend any money on advertising. Think I’m exaggerating? Take a closer look at brands like Ben & Jerry’s, Trader Joe’s, Go Pro, Glossier, Krispy Kreme, and more.
What was the last brand you recommended to someone? When you ask someone for a brand recommendation, what sort of information do you want about the brand they suggest?
Benefit #3: Sharp, Competitive Edge
A unique brand story is what sets you apart from the competition. That and a great product, but the great product is a given.
Of course you put all the research and work into knowing your product is the one to buy. But competitors can copy products; they can copy advertising; but they can’t copy your unique narrative. That’s what makes it unique.
Each product has its own story, but the brand story is what keeps the customers coming back for the products; so it’s important to dig deeper than features and benefits. Tell about its history, values, mission, and people. Breathe life into your brand – humanize it. What makes your brand truly unique?
Start Crafting Your Brand’s Compelling Narrative Now
Customer loyalty, product endorsement, and competitive edge can all be yours for the low, low price of telling your story. “But I’m not a writer,” you might say. You can get help with that part. (Check out my Services page.) But you know your story better than anyone, so the first step is to let is out.
