“Once upon a time in the world of Internet marketing, there lived a brand. This particular brand was starving for an identity, and he knew he needed one quick before he fell into the shadows, where all the dime-a-dozen brands go to live out their remaining days. This brand was smart, though, and he knew exactly where to go to find his identity. He had heard the tales of what the great Scorpion had done for brands in the past, and he wanted to see for himself if they were true. The great Scorpion lived in the ancient tower of Valencia, and this brand knew he could find his answers there.”
While this may be a fairy tale, the importance of having a story to tell is not—and it can have a major impact on brand recall, awareness, and overall success. In today’s day and age, people want to feel connected to the products and services they use. Just as storytellers have done with lessons and values for centuries, as marketers, you can connect your products and your audience through the power of a story as well.
Why is Storytelling Effective for Brands?
No matter what your industry is, it can be difficult to differentiate your business from your competition. So why not use your unique and personal story to help lay the foundation for a successful online marketing campaign? A good story can fuel the dreams of a child and rekindle the imagination and nostalgic feelings of an adult. That’s why it’s so important to tell an effective story. You want to be the author of the book, not just another page to be glanced over.
What Makes a Good Brand Story?
Just like any great story, your brand’s story might need to pull some ideas from tales of the past. One of our favorite brand stories was told by Ford during their campaign to promote the Focus RS in January 2016. The car makers developed an 8-part documentary that was rolled out on YouTube, giving consumers an inside look at the team of engineers. It showed their struggles to meet deadlines, the adversity they overcame, and the joy they felt when all of their hard work paid off.
This type of authenticity really resonates with the modern-day consumer because they want to feel that they are putting their money into a product or service that they can relate to. Here are more examples of effective brand stories.
How Can I Incorporate Storytelling into Everyday Content?
Creativity, passion, and delivery are the building blocks of any good story. All you need to do is channel your inner Dr. Seuss. Maybe you own a plumbing company and you want to tell your audience what everyday life is like for your employees. This might not seem like most exciting content, but it’s all dependent upon the lens you build for the consumer to look through.
Maybe you create a Super Plumber that can fix leaks in no time flat, or a real-life Drain Snake that can clear leaks the way Superman clears crime. Perhaps you just want to tell your audience about the family business and how it has been passed down through generations and connect with them on a more personal level.
Every business has a story, and if you tell it right, the neighborhood consumers will be gathering ‘round for “story time” in no time.
“A man tells his stories so many times that he becomes the stories. They live on after him, and in that way he becomes immortal.” –Big Fish (2003)
What will your brand’s story be? If you’re having trouble nailing down the particulars, Scorpion’s talented team of Internet marketers (read: storytellers) can help you decide on a message and direct you to the perfect platform for your audience.
For more information about our digital marketing solutions, contact our team. Let’s work together to create your happily ever after!