Stories are now such a *thing* even in a B2B context that it’s easy to think that corporate or brand storytelling is just something every marketer can do and should be doing. Effective business storytelling though is harder than it looks. If you back yourselves to tell an extraordinary story that the people who buy from you will want to specifically engage with (at the expense of your competitors), there are three things you need to organise.
Leveraging a story that everyone knows is powerful – but risky. Powerful, because it’s immediately recognisable. Risky, because unless you can provide a new spin, it’s a tale they already know. Perhaps too well.
It’s tempting when your brand is trending to believe that the hard work is done. In point of fact, it may just be beginning. And there may be a number of twists and turns that need to be managed and countered if things are to get to a good place. The story of Pokémon Go so far is a fascinating case study.
Much is made of the idea that your brand is what people say about you when you are not in the room. However, brands are defined by more than reputation and stories are told and spread by more than just consumers. Some stories you control. Many you can’t.
In a world besotted with the new, sometimes the most powerful thing a brand can do is take people back to a time and a sentiment that feels comfortable and familiar.
Successful brands have a story that connects them with their audience and that forms the backbone of their strategy. But if you’ve been around a while, the story that your loyal customers know is not yet shared by those who are new to the brand. Here are 4 ways to connect your longer story to those who don’t know it as well.
I really like Ed Woodcock’s description of what it takes to build a fascinating brand story. Creativity, resonance and purpose are all key attributes of successful brand storytelling strategy, he observes, in a recent piece on top storytelling brands. It’s fascinating to observe how those characteristics are playing out across the economy.
The case for brands to engage in storytelling is well made and well documented. Stories are so much more effective than facts, they engage us and in so doing, they motivate brands and buyers alike to get involved and to act.
You can read the full story here.
Marketers are under enormous pressure to get cut-through. Thing is – where’s the cut off point? How do you decide whether the claims you’re making are justified and how do you know you have pushed the boat out too far? Putting aside the legal considerations (not my space), here are four simple ways to filter what you should and shouldn’t say: