This e-portfolio post I want to talk about how to write or promote a memorable brand story. There are several tactics we can use at our disposal that are known through out the trade.
- Show – Don’t tell
When you have to tell or talk about your brand, you’re coming off pushy and vague. It is much better to just show how your brand relates and connects to the person you are trying to reach. Take for instance, Marriott’s new hotel named Moxy. Take a minute to search through their site at https://moxy-hotels.marriott.com/ and take special notice of how they developed their web pages. You will quickly notice that there is not a lot of words, but images and videos that ooze the meaning of the word “moxy”. They show you the sleek style and experience you will have by showing what they have to offer. It’s letting the product or service speak for itself.
2. Evoke emotions.
Don’t be afraid to evoke peoples’ emotions when it comes to your brand story. If a product lends to it, have it relate to an actual person and how it helped them in their lives. Even Bounty and the infamous tag line “the quicker picker upper” relates it to a mother who picks up after her so-so sorry children.
3. Make a story arch and continue the story
No one would want to watch a movie of a hero to face only one challenge and to have it end abruptly. We need to think of multiple challenges that have a continuing saga which could all make ourselves ask, “what is next? “. Take for instance, the most interesting man in the world from Dos Equis. Self explanatory how a catchy and interesting persona put into situations only the worlds most interesting man would get himself into could bring so much attention for a brand. They continued with the saga for over 9 years only to end it to a rebirth of it to a younger more interesting man. E
4. Be consistent and authentic
You heard this before so many times, but it is really important because your clients and customers can catch inconsistencies very quick these days especially with social media, direct feed back, and other internet forums. State what you value and commit to those values within everything you do including how you market the product, how you portray it, and then make sure those values reflect your business practices and your employees. Don’t misuse peoples trust.
5. Tell me about yourself
Everybody has an origin story about who, why, and how the person the grew to be. So why not let that shine through with the brand you are trying to sell? This connects your brand to a human element and also makes an emotional bridge to your brand. This way you can invite your customer to be a part of your brand and engage with it in the many ways we have now on the digital platform such as social media and rich media content.
What drives you to a certain product? Is it always about the quality and utility, or is it because they brand shows true passion in what they put into the product? When you sit back and think about the products you use you might be amazed about how you associate the quality of the product by the story they have about their brand.