Think about the really successful brands. Apple. Coca-Cola. Harley Davidson. Nike. These brands are more than a set of products or a marketing campaign. They connect with customers on an emotional level because they’ve been weaving a compelling story. People want to be apart of those stories. They want to incorporate the brand story into their own personal story (and vice versa). Irresistible storytelling by these companies has lead to amazing brand loyalty.
From the Heart
People can smell a phony story from miles away. A good story is part of the fabric of your company and your brand. Compelling stories are told from the heart and have an emotional connection with the audience.
Chapters of a Book
Storytelling works when everything your company does is part of an overall storyline. Every product, every ad, every person is telling a portion of the story. Overall it adds up to something that’s exciting and enticing and fits with everything you do.
Consumers connect with stories that they can add to and that become part of their own stories. Buying an Apple product connects you to Apple’s story, but your story also becomes a part of who their brand is. A compelling story leaves room for consumers to add their own chapters and interweave their own experiences.
The Future of Storytelling
Storytelling helps companies create loyalty and build for their future. What’s the future of storytelling? Check out the Reinvention Summit, a virtual summit Nov 11-22, 2010. There are 4 scheduled talks each day from 2-6pm and all sessions will be recorded and available to registrants. Use the code REINVENTION to receive $25 off an Activators or Explorers pass. Tickets start at just $11.11. Looks like it’s going to be an interesting event (more coverage soon).
What’s your story?
(image by Sarah Worsham)