You are missing the opportunity to increase your revenue by not telling your brand’s story effectively. A strong brand narrative can increase the value of your product or service by more than 200%.
What is the importance of the story? It’s what makes your brand unique. It’s the captivating copy, well-crafted Instagram posts, website design and compelling video that transform mashed peanuts to Peter Pan Peanut Butter.
What makes great brand stories?
Marketing storytelling done right can:
Your brand’s purpose, core values and mission clearly define your brand. Offers the consumer more than a product or service. Inspires the viewer or reader to experience this experience. You do this by creating content that makes your audience feel like they are at risk of losing the extraordinary experience of being part of your brand.
(Need to activate your thought leaders so they can tell better stories?) Get in touch with me today
You can convince anyone that peanut butter on toast is too much or that they need financial advice to help them plan for a happy, peaceful retirement. It’s all about how you tell your brand’s story and what you sell that makes an impact. This is where you can harness the power of content marketers who are experienced.
These brand stories will demonstrate how powerful and impactful your content can be.
1. Marriott’s #AtTheMoxy
Moxy, a boutique hotel brand by Marriott International that caters to the millennial worldtrotters, is now available. Moxy is a stylish harmony of luxury-chic accommodation and youth hostel. It also has an all-night bar. Moxy’s marketers have created a hilarious video series called Do Not Disturb. It features Taryn Southern as Taryn, who shares her best cheeky antics and jokes with social media influencers such as Amy Pham or Oli White.
Each episode features an Instagram shot of the Moxy story, and the site design is hip in black and magenta. Is there anything a wanderlust-struck 20- or 30-something could resist?
2. Warby Parker Eyewear
Warby Parker is a brand that aims to be an alternative to the highly-priced, oligopolized optical industry. They don’t just sell high quality glasses frames and sunglasses. It encourages customers to join the brand’s movement.
This is a story that every hipster would love to hear – and share with their friends. Warby Parker is a socially conscious brand that has a real vision. A portion of the company’s monthly profits is donated to nonprofit partners who make affordable eyewear and basic eye care available for communities in developing nations. This is only one part of Warby Parker’s story. One that can result in a customer’s lifetime commitment.
3. Zendesk Alternative
Zendesk, a company that makes customer support software, has created one of their most creative and clever marketing campaigns to generate interest. Their anti-storytelling has the effect to make their brand very likable, even trustworthy. They cast a very human impression which is something that any small business owner would appreciate in a SaaS provider.
Instead of making a video telling the Zendesk story, they created an entertaining video about Zendesk Alternative. It is a fictional indie band that was frustrated by Zendesk taking their band name. However, they admit to needing Zendesk’s help to keep their career going. The band ends this brilliant example with a hilarious jingle about customer service.
Mouth is an online magazine that tells the stories of some of America’s most passionate food and beverage producers. The company was created to tell (really fascinating) brand stories about the small-batch makers of everything, from hand-made chocolates and pastas to small-batch Tequila and gourmet honey. They also sell food and beverage products via their mouthwatering ecommerce site as subscriptions and gift packages.
It is quite compelling marketing to learn about apples grown in a small orchard upstate New York by cider-makers who consider it one of the last vestiges American folk culture. Mouth gives the products a new meaning and value by sharing the stories of small-business owners.
5. Nike – Equality Campaign
Nike has been a leader in brand storytelling. Equality is one of their most successful campaigns. Equality is a powerful campaign that demonstrates the company’s ability to be a positive force for social change. It offers more than just sneakers and workout gear. This example shows how brand storytelling can be used to connect with the audience. It invites them to wear Nike products or engage on social media by sharing one of the brand’s inspiring videos.
6. SoulCycle – Find Your Soul
SoulCycle created a compelling story to convince people to pay for a 45-minute SoulCycle class at a price comparable to a gym membership. Although this brand offers a premium fitness experience with an emphasis on atmosphere (there is music, instructors are more inspirational than fitness coaches and candles), it is the story that draws people to try it.
SoulCycle provides a transcendent, tribal experience with every workout. Our riders share a SOUL experience. We share a SOUL experience. We laugh, cry, grow, and do it together as a community.” It’s a promise of genuine motivation and a feeling of belonging. It almost feels like an afterthought when you add the SoulCycle cardio party to your already intense workout.
Although great brand stories won’t change the world, they will help your target market see why your brand is valuable.
Dan McAdams PhD, author, and Northwestern University professor of clinical psychology, says that “If you want me to know you, you have to know my story. For my story is who I am.”
Image credit: Pixabay
Are you interested in activating storytellers within your business?
My personal branding, constant social audience building, as well as support in creating authentic, ongoing thought leadership content, are all part of my approach. It’s something I have done for myself. I have done it for companies that I worked for. I have helped hundreds (or thousands) of thought leaders tell better stories. It’s something I have done for many clients. It’s possible for me to do it for yours.
Get in touch with me today!
Marketing Insider Group has 6 Examples of Genius Brand Storytelling That You Must See
By: Michael Brenner
Title: 6 Examples of Genius Brand Storytelling You Have to See
Sourced From: marketinginsidergroup.com/content-marketing/6-examples-genius-brand-storytelling-see/
Published Date: Tue, 08 Mar 2022 15:00:00 +0000