How can you create an exclusive brand through storytelling?

Habrás fundado una empresa con un propósito social detrás. A mi me gusta identificar el propósito de la marca con la que trabajo según los ODS (Objetivos de Desarrrollo Sostenible de las Naciones Unidas). Es muy útil porque a partir de ahí puedes entender mejor el punto de partida. Después, te recomiendo bajar al barro y hacer entrevistas a tus potenciales clientes. Te ayudarán a entender el problema de raíz, así como sus miedos, sus historias. Estos dos tips te ayudarán a empezar a construir tu mensaje de marca.

Simply the best book that I read on this subject is building a story brand by @Donald Miller. Miller demonstrates how with any good story, theres a common plot. You're introduced to a hero, who has a ploblem, who finds a guide, that shows him the way, they avoid failure and end in success.

Storytelling is the most powerful tool that transcends traditional marketing by weaving narratives that resonate emotionally with target audiences and stakeholders alike. It should go beyond product features and forge connections by communicating the brand's values and purpose.

Storytelling at it's core is all about conflict. Robert Mckee claims that successful storytelling can be boiled down into three actionable elements. “Find the hurt, amplify the pain, heal the wound.” Marketing is best positioning to achieve all three. We use our knowledge of the audience to find the hurt. We use our communications skills to amplify the pain and we leverage our relationship with both product and sales to heal the wound. The more that we can customize this conflict to our audience then the more effective our stories will be.

When it comes to a story-powered brand, you have to understand your audience inside and out. You need to have gathered and really dug into the data around who you're trying to engage and what problems they're trying to solve. By telling the right story, you can let them know you understand where they are now, where they'd like to be, and how working with you will help them get there. If the story is honest and engaging, you'll create the emotional connections your audience needs for immediate and long-term brand support.

Think of your brand as a story that you invite customers into. This approach is based on the StoryBrand framework. You make the customer the hero of the story, and the brand plays the guide. It's much more engaging than simply "telling stories."

Only through compelling and relevant stories, brands can humanise themselves, earn trust and long-term loyalty. Successful brand storytelling should engage consumers on a deeper level, creating an immersive experience that lingers in their emotional minds. By crafting a consistent and authentic narrative, companies can differentiate themselves in today's crowded marketplace. Whether through origin tales, customer journeys (testimonials), or mission statements, effective brand storytelling builds a narrative bridge, also inviting the consumer to be part of the meaningful story.

Your story should be about your customer, not you. If you must talk about yourself or your company, do it in a way so your readers can see themselves in the story (they're like me!) and understand you can solve their problem, meet a need, or help them achieve a transformational goal. Include a balance of empathy and authority (I get you, but I've got you), summarize a clear plan with a successful outcome, and call them to action. This is based on the StoryBrand framework, and it's an effective way to craft stories that engage.

By weaving narratives that evoke emotions, showcase your brand's personality, and emphasize the distinct experiences and benefits you offer, you can cultivate a sense of exclusivity, attracting loyal customers who align with your brand's story and values. One example of a person who excels in creating an exclusive brand through storytelling is Richard Branson. Through his captivating stories, Branson has crafted a brand persona centered around adventure, innovation, and pushing boundaries. By sharing his personal experiences and highlighting the unique aspects of Virgin's ventures, he has created a sense of exclusivity and intrigue, attracting a dedicated following that resonates with his bold and unconventional approach to business.

Eine Geschichte funktioniert nur über Dramaturgie und Details. Man darf sich nicht scheuen, auch negative Emotionen zu erzeugen, sonst gibt es keinen dramatischen Konflikt. Gleichzeitig bleibt jede Geschichte ohne Details oberfl?chlich und uninteressant. Der sch?ne Nebeneffekt, wenn man viel Zeit und Energie in die detaillierte Ausgestaltung von Geschichten für die Werbung investiert: Die Kunden erkennen, dass man keine Kosten und Mühen gescheut hat. Dieses Costly Signalling l?sst Ihre Marke direkt hochwertiger erscheinen.

There are clear marketing statistics associated with effective storytelling. You are 20 times more likely to recall information when it is delivered as part of the story. Making it the perfect weapon to build brand and product awareness. 92% of people prefer ads when they are delivered as part of a story. Making it the most effective format to grow consideration. We absorb visual storytelling 60% faster in comparison to copy Making it the most efficient way to influence an audience. Through a deep understanding of the science of storytelling, marketers can achieve all of these benefits. Not only through the creation of campaigns and product launches, but when done correctly, even through a static image or a single line of copy.