We’re big believers in the power of brands and storytelling. Every brand does have a story and if you can find yours and tell it well, you’re a humongous step ahead of brands that are clueless when it comes to this.
Futurelab has a terrific post on this subject and well worth a click over there. Among Futurelab’s 10 truths of branded storytelling is this one:
Truth 1: Seek the Story to Rule them All
Great brand stories stem from the reason a brand exists. Apple wanted to free creative spirits while slaying the Microsoft dragon. Coco Chanel set out to re-invent fashion and liberate women from tradition. Pepsi wants to be a catalyst for change for every generation. Dig into the history, people and promises of your brand to uncover its Unique Story Proposition. Make this the anchor for everything other story you tell.
And this one:
Truth 2: Great Stories Come To You, If You Listen
Once you’ve defined your Unique Story Proposition, use every opportunity to listen for supporting stories from your staff, suppliers and customers. Encourage people to bring these stories through competitions, blogging and more importantly actually listening to them. In fact, merely guiding people’s attention towards your USP sets the storytelling wheels in motion. All you have to do is watch the magic happen.
I can’t click over to Futurelab if you don’t give me a link to click to
.
When branded storytelling is linked right to the beliefs, values, and constitution of the business — and people — an agency is promoting, the potential is huge. Keep it real!
Sorry about that, Millie. It’s been hot here in Boston:)
Link is still broken
Thanks, Piers:)
[...] More and more, it’s becoming evident that unless your brand has a story to tell, it’s going to become increasingly difficult to gain traction in the high-speed, high-distraction environment of modern culture. [...]
Where did you find this image? If its yours could we get permission to use it?