Good coffee is easy to find. A reason to choose one cafe over the next is not.
When what you sell looks a lot like the place down the road, your story is what sets you apart.
tldr; everything you need to know
Features and prices can be copied. Your story cannot.
Here is what brand storytelling is, and what Apple, Nike and Dove can teach a WA business about it.
What is brand storytelling?
Storytelling is a human characteristic that dates back thousands of years. Long before humans could write, we depended on the spoken word to carry our histories.
So, it’s no wonder that narrative has become a tool for marketers looking to reach new customers.
Brand storytelling is a narrative technique that incorporates your company’s values, goals, and visions.
People are natural storytellers, and businesses that want to make an impact should tell good ones. A story makes us feel something, and feelings are what we remember.
What is brand storytelling on social media?
It is telling that story where your audience already is, in the format each platform suits. A 15 second Reel and a LinkedIn post tell the same story in different ways.
You need the right content on the right platform to connect with your audience and, ideally, get them sharing and joining in with your story.
What are the essential elements of brand storytelling?
Originality
Brand storytelling should include original ideas that will keep the audience entertained. You want to give the audience something fresh and exciting they don’t see or read daily.
Relatability
A story can only be relatable if you talk directly to your target audience about their values, beliefs and problems. Good brand storytelling starts with a clear persona in mind that includes age, location, education, and other essential demographics.
When people see themselves in the story, they lean in.
Emotion
Emotion is the strongest tool in any story, because it is what connects the reader to you. Facts tell people what you do. Feelings are what they remember when they choose where to go next.
Learning from the world’s biggest brands
While you may not have the resources that massive brands like Apple, Nike and Dove possess, you can still learn plenty from how these global leaders use brand storytelling.
Here is what each one does well.
Apple: the journey of innovation
Apple has long been a pioneer in brand storytelling. From its iconic “1984” Super Bowl commercial, Apple has always used brand storytelling to build a narrative of innovation, design, and a commitment to pushing boundaries.
Apple’s story is one of a company that started in a garage and went on to revolutionise industries, creating products that are not just tools but integral parts of users’ lives. By consistently telling the story of its journey and commitment to excellence, Apple has cultivated a brand synonymous with innovation and quality.
They say imitation is the highest form of flattery, right? Have a look at how Epic Games referenced Apple’s “1984”.
Nike: empowering through sport
Nike is more than just a sportswear brand; it’s a brand that tells the story of empowerment through sport.
Of course, Nike does plenty of traditional product-focused advertising; however, their brand storytelling sets them apart. When Nike tells a story, it’s not about the shoes; it’s about the people wearing them.
Check out this example starring French basketball star Victor Wembanyama.
Nike’s brand storytelling focuses on the triumph of the human spirit. By aligning itself with athletes and individuals who overcome challenges, Nike has successfully positioned itself as a brand that stands for inspiration, motivation, and the relentless pursuit of one’s goals.
The Dove Self-Esteem Project
Since its “Real Beauty” campaign launched in 2004, Dove has centred its brand storytelling around promoting diverse representations of beauty, featuring real women with different body shapes, sizes, and ethnicities.
Dove’s narrative focuses on empowering individuals to embrace their natural beauty, fostering self-confidence and self-love. By addressing societal norms and promoting inclusivity, Dove has created a brand story that resonates with consumers personally and emotionally.
Final thoughts
Big brands have big budgets. You have a place people already love.
It’s about creating a narrative that resonates with your audience on a deeper level, forming a connection that goes beyond products and services.
As demonstrated by Apple, Nike, and Dove, the most successful brands are those that tell stories that are authentic, emotionally resonant, and aligned with the values of their target audience.
Find the one thing only you can say, and say it every time.
The question to you is: how will you tell your brand’s story on your own patch?