The same is true if you don’t include anything to grasp onto in a misguided attempt at being mysterious. By auto running a trailer the viewer is immediately immersed in a story without needing to think and process what it is about. That’s why Netflix now runs the trailer the moment your curser pauses on the title, so there’s no thinking and digesting complicated synopsis’s. You keep scanning and scanning until something clicks and seems right. If it’s too complicated or requires too much energy to make sense of, most of us tend to just keep scanning the site. You click on a title and a synopsis of the program or film comes up. Think of it as scanning through Netflix on a rainy Sunday afternoon. And when customers have to work to figure out your story, can’t get to the bottom line of it within seconds of encountering you – they tune out. In essence, too many stories work out to be too much effort. Essentially, story formulas put everything in order so the brain doesn’t have to work to understand what’s going on.” Story helps because it is a sense-making mechanism. The more simple and predictable the information, the easier it is for the brain to digest. The brain doesn’t know how to process the information. “There’s a reason most marketing collateral doesn’t work… is too complicated. In his book Building a Storybrand, Donald Miller( available on Amazon) talks with “ Science Mike” McHargue, who sums it up in this way: It must be a sole brand strategy in order to be effective.īecause otherwise it gets really confusing and drowns your brand in white noise. Right?Īnd that’s why so few companies are able to truly accomplish this feat.ġ) Creating a main character, (your customer, your founder, creative director, spokesperson, influencer) Ģ) Creating a desire for this character (good skin, good health, popularity, happiness, perfect mate) ģ) Identifying a problem for the main character (bad skin, poor health, bad grooming)Ĥ) Offering a solution and a plan for success (your product or service)Īnd this formula isn’t something that can be done 30 times in a month by hundreds of influencers or conveyed through dozens of click-throughs on your website. Brand storytelling is where you explain every service and every ingredient and every inspiration that ever happened to a founder on their way to creating a product…. Wow that sounds easy, right!?!īut wait a sec, that’s not “brand storytelling”. The end being a shopping cart or cash register. Start from the beginning, and keep your audience intrigued so they get through to the end. Simply put, brand storytelling is just that – putting things simply. Probably because the practice has become so vague and splashed over too many types of marketing communication that it bears a bit of refresher course. How then can a company in the personal care and wellness space incorporate the filmy veil of story-telling into their brand strategy? In an industry that prides itself on transparency, manufacturing a “story” seems a little, well off-brand right?Īnd in fact, while most of us have heard the phrase, few brands in the beauty space have managed successfully to incorporate the actual practice of brand storytelling into an effective and workable marketing strategy. I’ll tell you more… we know how that always ends, right? It conjured images of gypsy fortune tellers drawing you in with promises of an omniscient view of the universe… if you’ll just drop another quarter in the slot …. It meant you were a fibber, not to be trusted, fanciful, and certainly not to be taken seriously. When I was growing up, to be described as a “storyteller” wasn’t a sought-after skill you’d proudly list on your resume. At times it can feel a bit like a box is being checked, rather than an earnest calling is being answered. Scanning through LinkedIn profiles you’ll see “brand storyteller” as a skill enough times to make your head spin. By revolutionizing how products were introduced to women she virtually created the industry we know today. For Lauder, building a story-brand was just the natural evolution of her personality. Afterall, Estee Lauder figured out “story-branding” way back in the 1940’s.
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