Storytelling in marketing is the ability for a brand to connect on a deeper level with their consumers. It’s the link between a company’s values and the individual. Think about it, do you just purchase products you want from random brands you know nothing about? The answer more times than not is no. It’s because customers see brands as an extension of their beliefs as well as rely on what they know to be good (2).
For a brand to successfully tell their story, I believe there are two crucial components. One major key for brands, as Simon Sinek said, is starting with their why. This is what people buy into. Customers don’t actually purchase products for the item, they purchase it for the companies reasoning. For example, there are so many technology brands out there, yet many people stick to Apple (3). It’s because Apple and their values makes users feel sophisticated and elite. Customers want to be a part of that story even if other brands have better technology. This brings me to the second component of storytelling which is making a user feel something. Customers will always remember how a brand makes them feel.
The luxury sector is known for their storytelling. It’s because their brand, the history and roots stand for itself. They don’t need to constantly be catering trending features to their consumer. Users want in on the experience and the feel each luxury brand holds. For example, Louis Vuitton roots lie within journey and adventure (4). There campaigns involve moving music with beautiful scenery that’s so mesmerizing. The commercials end with “where will your journey take you?”. It makes the customer envision themselves in these beautiful places. It makes them feel so at peace yet powerful. Customers are buying into Louis Vuitton because of the way they experience the brand.
A non-luxury brand who does a great job at storytelling is KIND. This brand inspires a healthier way of life through food. They only incorporate whole and healthy ingredients into all their snacks. There campaigns are circulated around being kind to others including yourself (5). This leaves a lasting impression to customers that put an importance on not only health but having empathy for others as well. This brand uses bright and happy colors to make customers feel excited about making choices that are good for themselves.
Questions For Readers: What is your favorite brand and why? What brands stories move you the most? What feeling do you think a brand should give off? What other components do you think make a successful storytelling?
Citations:
- Graphic created by Kassi Jata
- Author, Guest. “Brand Storytelling, Defined.”Marketing Insider Group, 7 Aug. 2020, marketinginsidergroup.com/strategy/brand-storytelling-defined/.
- Sinek, Simon. “How Great Leaders Inspire Action.”TED, www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en.
- “Louis Vuitton, Exceptional Ready-to-Wear – Fashion & Leather Goods.”LVMH, www.lvmh.com/houses/fashion-leather-goods/louis-vuitton/.
- “KIND: Healthy Snacks: Wholesome Granola Bars & Clusters.”KIND Snacks, www.kindsnacks.com/our-mission.html.
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