How do you define a great story for your brand? Why do you need a great story? These are questions that pop up in the mind of a marketer, from junior to senior to the masters of the trade. A story behind a brand is imperative to exist. It is not only about the history of the brand like when it was established and so on. It also can be about the reason the brand exists and its purpose to the planet or to the people it serves.
A story behind a brand requires the marketer behind it to be focus and consistent with the idea, must act as the solution for problems of the audience, and it has the distinctiveness to make the brand able to withstand strong competition, prevail in every opportunity, and make it viral effortlessly as people will share the good news compassionately.
In planning on what is behind the brand that people should know, marketers tend to make their heads full of imagination and things that are both necessary and unnecessary. They tend to sway from the image that they planted in the first place. It is dangerous. The brand would later be lost in the brink of extinction in today’s fully dynamic and heterogeneous market.
Thus, marketers have to be consistent with themselves, resulting in a consistent story behind a brand. It must be focused. The consistency will affect how people perceive the brand as credible and know their way in the market. It is important that the messaging behind the brand has to be consistent even though it is disseminated through various channels, ranging from traditional paper based or radio to the modern media, such as social media and organic outreach through blogs or podcasts
If a message is consistent with itself, all it has to do is how it can serve the society. It must be helpful to make people remember them in a good way (we too humans want to be like that right?).
As the earth revolves, life is becoming more problematic. As a result, people are searching ways to find new solutions for themselves. They are searching for a brand that would help them lessen the stress. If a product has a story with the direction of going nowhere, or maybe seems or sounds useless, then people would not choose it.
Taken from an article in kissmetrics.com, the simple strategy in writing the story is that there has to be these 3 (three) elements:
- Problem –> it is in the beginning
- Solution –> in the middle part
- Success –> in the end, talking about how the success and its future
The marketer must make the audience feel connected as a result of the solution given by the product. Make it authentic to attain organic audience. Do not sound like someone else. The solution must engage the problem, so the buying decision of the potential consumer would be affected.
However, it is important to remember that companies must learn their audience beforehand. By gaining knowledge through sets of insights taken from various tools, a concise story could be composed. Even though it might bring a good solution to the table, the story behind a brand must be unique as well.
Uniqueness or novelty is hard to find nowadays. Thus, a great story would be a distinctive story, which is never-heard-before. People will be excited. Make them anticipate your product. But why do we need a different story? Isn’t it hard? Well, all big-name brands have great stories, but it doesn’t mean we cannot beat them.
If you “listen” carefully, the marketplace is too noisy, full of advertisers, brands saying the same thing, same old same old. You got to be different – make a differentiation. It does not have to be an ultimately strange or wacky idea behind the story. Marketers can lookup from existing brands and how they do it. Draw your own idea. Ensure that your product would not have something similar between the comparison. Find that NICHE (overly-used word but true) from your product, find that GAP in the market, and strike true to the heart of the people through the right tone and contents.
NEVER copycat though. It will worsen the image of your brand and destroy every foundation that you have built. The story also has to resonate your audience, creating a relationship resulting in people who will support your product a.k.a. fan base (nope, not evangelists yet, hang on there mate).
If taking a lot of notes and learning other brands do not help you in mapping the strategy, just try to See from the Point of View of your target audience. Gather a group of people, starting from your relatives and friends. Take notes on their takes. Later on, you can conduct a small survey using respondents that are within your target audience category.
When creating the marketing strategy, you are looking at something for the future. It needs process. Never expect instant success. The meaning behind the distinctive story have to be impactful and shared consistently to make it great.
You have to use your creative and analytical thinking to create a story that would not only land in the space of the consumers, but also to be heard and processed through their minds. It is like planting a tree. If you “plant” your story with care, you are going to see it grow beautifully and blossoming with flowers or fruits. When people know about the fruit, people will ask where it is grown. It goes the same as brands. The power of word-of mouth is still in power as always 🙂
The perfect example for this writing would be IKEA. They fulfilled these checklists:
- Consistently shows the idea of smart living since 1967 with colourful and easy-to-assemble products
- A benefit to people who want furniture they can assemble themselves
- Sells the idea or the imagination of the ideal household/appliances/furniture, whilst the products are assembled globally, from the West, Africa, Middle East, to Asia.