All the best brands tell a story...
On January 25, 2017, Jennasis founder and president, Jennifer Chernisky, shared at a Women to Women speaking event hosted by Kathy Romito at Western Reserve Hospital. She spoke about the importance of brands telling stories.
Since the beginning of time, people have communicated by way of stories. A good story captures our attention and we often learn from the lessons hidden within the anecdotes. Effective storytelling is a shared skill among the greatest leaders, speakers and entrepreneurs. Great story-tellers find creative and authentic ways to masterfully articulate their story. Brands that have a good story get noticed.
Let’s be honest, if you don’t have a good story, you are just another commodity.
The story your brand tells is the foundation of your strategy and success for future growth. It illustrates how you add value to people’s lives, ease their troubles, meet their needs and it provides a way for your audience to connect with you and to view your business as a living, breathing entity run by real people offering real value.
Why tell your story?
To connect with consumers on a deep, emotional level. Weight Watchers has transformed their marketing campaign over the years, but their “Awaken your Incredible” campaign is a perfect example of storytelling which resonates with a consumer’s emotions by marketing a feeling instead of the product itself.
To drive every communication in a compelling, consistent way. Warby Parker is a great example of compelling storytelling, using real-life examples to show consumers that their eyewear is fashionable, affordable and gives you options.
To turn goals and strategies into revenue. There is no doubt that companies like Starbucks are turning their storytelling goals into serious revenue and have created a “third place” atmosphere and not just a good cup of coffee.
To make their product/service meaningful, trustworthy, and utterly unmistakable. AirBnB has created a name for themselves through beautiful imagery and inspiring wanderlust and they have a whole “stories” section on their website devoted to customer testimonials to prove their worth.
Your brand story differentiates your business. It helps you stand out and get noticed. It’s about creating something that people care about and want to buy into. Most purchases are emotional on some level. Thinking beyond the utility and functionality – your brand story dictates your value.
People remember stories, because stories reveal not just the facts, but also the heart, the humanity that drives a business. Good stories have big voices. Your story reveals your passion; it is who you are. Consumers want to invest in a brand they can get to know, something they can relate to.
Everyone has a story. Every product, every brand, every person. What’s yours? Will you share it with the world? Your brand’s story is worth telling, so tell it!
Becky Martin is a content writer with a passion for creativity, and also has an extensive background in psychology. In addition to writing, Becky is an avid reader who collects old books, loves to sing and travel, and drinks way too much coffee! She lives outside Philadelphia with her husband Jeff and adorable sons Charlie and Lucas.