Brand Story Feeling

Brand storytelling is a powerful way for experts to sell their services.?

With a consistent transformation story, coloured by the unique personality of the company, a powerful brand story effectively attracts, converts and retains the right prospects.??

Does every story have to teach some truth or make some profound revelation about human nature??

What about Hemingway? What about Camus, Dostoyevsky, Plath, Kerouac, Conrad, Faulkner, Sartre and many, many others greats of the literary world??

Not every story is a hero journey, not every story has a thesis point.?

What then does that mean for brand storytelling??

Well the secret lies in the emotion the story evokes. And this can be achieved in more ways than simply setting up tension and then resolving it [a battle, a quest, a mystery].?

Sometimes the emotion is conveyed simply through the sense of pure being.?

Hemingway's novels are full of characters eating, drinking, loving, fighting and sitting smoking a pipe.?

Sometimes not much more happens yet we are served up a feast of emotions that carry us through the book.?

Brand storytelling is not much different?

I recently visited the Goyard flagship store on the Champs Elysee in Paris.?

In the store, everything was luxury, and priced accordingly.?

One bag was an eye watering 43,000 Euro. I asked if there were diamonds in it. They said no - it’s made of crocodile skin with Palladium handles.

There is only one of its kind in the world.?

The rareness of the piece is not the only attractive factor however because the item and the brand story has to draw a certain experience from the purchaser.?

A more middle class example comes through a gift I received the same day from a friend, a box of shortbread from the Hawaiian Cookie Company.?

The box was beautiful, long and tall, opened via velcro clasp, decorated like an elegant pineapple.?

The cookies were great, but the packaging was TRULY GREAT, such that I want to keep the box on my shelf as a decoration.?

The EXPERIENCE of receiving them, was as great if not better than the taste. I mean, I’ve had shortbread before and I could make it myself at home for a few dollars.?

How many of us keep the boxes of our Apple laptop or iPhone at home??

The EXPERIENCE of shopping is beautiful, the Apple Store is divine, it feels like entering an art gallery.?

Brand is the way people feel !! the experience

It’s not always about the outcome, the ROI in economic terms,?

Sometimes more is not better - the cookies were not more valuable because they gave me more cookies. They were more valuable because the experience of receiving, opening and consuming them was more pleasurable.?

The bag is not more valuable because it’s bigger nor because it’s made of pure gold or diamonds. It’s because it’s one-of-a-kind, the experience of owning it means aligning with the Goyard brand story, and the experience of luxury is pleasurable.?

Sometimes it’s the investment in self, the feeling, the experience.?

This is quite? profound for those of us telling a brand story.?

We must intricately understand the EMOTIONS of our prospects and what feelings they wish to feel.?

Sometimes it will be the emotions of relief of solving a problem, sometimes it will be the EMOTION of being connected to us and to each other, sometimes it’s the EMOTION of feeling high value and worth.?

Don't underestimate the brand story feeling.

If you want to improve your brand story telling, attract the right clients, presell decision makers and lift your prices please join my weekly LinkedIn workshop, “Leverage Your Brand Story” this week Thursday 11 April, 11am eastern USA and 17:00 Central Europe time. https://www.dhirubhai.net/events/leverageyourbrandstory7180908118569033729/