Informative
November 20, 2024
Who doesn’t love a good true story? The simple nuance of connecting with the story is the charm. The charm that keeps us hooked. And root for the protagonist. Now imagine brands told us such true stories. Wouldn’t it be so easy to trust which brand is right for us? You see, storytelling is an integral part of branding and marketing. But in today's world of hyper-transparency and social media backlash, brands need to be thoughtful in how they craft and share stories. No more of the marketing fluff. Consumers want authentic narratives that align with their values.
When done right, authentic storytelling can help brands:
Let's explore some tips for creating authentic, ethical narratives that engage audiences. It’s storytime!
Let's look at Dove's real beauty campaign, which aimed to widen the definition of beauty. Instead of featuring size 0 models, they included women of all ages, sizes, and ethnicities. It resonated because it challenged beauty norms with authentic stories.
Patagonia is another brand that pulls at heartstrings with real-life narratives. Their worn wear documentary follows loyal customers who have held onto their trusted Patagonia clothes for decades. It tugs on emotions to inspire sustainability.
The takeaway? Brands that identify and amplify real human stories can drive change. When done ethically, it's a win-win. Take notes.
Identify individuals who embody your brand's purpose and shine a spotlight on them. For example, Toms Shoes gives trips where customers can share their first-hand experiences providing shoes to those in need. Sweet. this helps build an authentic community around Tom's buy-one-give-one program.
Imagine it’s January. You’re sitting inside your cozy warm house. The fireplace is well-lit. It’s Sunday. You have a cup of hot chocolate. Your favorite book is halfway through. You have no work messages to reply to. No calls. No slacks. No spreadsheets. How are you feeling imagining it? Incredible, right? We all do. why? Because the details above are specific yet universal.
Specificity is key - helps people relate to the details. Charity: water does this by sharing the personal stories of those impacted by gaining access to clean water, like Joseph from Uganda who can now stay healthy and attend school.
Nobody likes a brand tooting its own horn. Very bad. Make sure your narrative focuses on real human impact. Rather than self-congratulatory brand messaging. Seventh generation's #comeclean campaign shared raw stories from everyday people about toxins in homes. This sparked dialogue without pushing products.
The best thing about stories is they are always two-way. You share one, your audience would like to share theirs. So, enables audiences to share their own narratives. It lets them believe you’re a part of their narrative even if as a listener. Makes you more relatable. More friendly. More trustworthy. That’s what Airbnb's #hostkindness campaign did. It was successful because it empowered hosts to post their own stories of going above and beyond.
We all have known a person who does the exact opposite of what they say. Question: are you friends with that person? Your audience uses the same logic to distance itself from your brand when your narrative doesn’t match your actions. And social media just makes this dissatisfaction more vocal. Remember, no amount of storytelling can mask unethical practices. Your brand must back up its narratives through ethical sourcing, sustainable operations, and purpose-driven cultures. As they say, if it’s the truth, shout!
Let’s get real. No matter how captivating a story is, without an audience, it’s just a thought. And marketers just love to analyze their audiences. So, evaluate storytelling campaigns based on real impact vs. vanity metrics like views or shares alone. Does it drive change in behaviors or beliefs? Increase brand affinity? Support business objectives? Create a KPI checklist. And stick to it.
Authenticity is the heart of great brand storytelling. By showcasing real people and truths, your brand can craft narratives that inspire audiences rather than dictate to them. When done ethically, it would create shared value for your brand, consumers and communities.
Want to know how to craft a kick-ass story? Like the ones shared in The Hero’s Journey by Joseph Campbell? Hit us up. We’ll tell you a good story (over coffee) and create a better one for your brand.
