THE SIGNIFICANCE of brand storytelling

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
4 min read

Both brands and individuals are stories in progress – such stories not merely simplify what could otherwise be complex facts; they unite everyone in a commonly recognized purpose

Storytelling is really as old as gathering under the evening skies around a campfire to hear tales, which will make people laugh, cry and also question themselves. People think narratively. Filmmakers just like the Coen Brothers or Steven Spielberg vividly illustrate the idea.

Jungian Archetypes

As a brandname psychologist, I often equate the story’s ‘hero’ to the classical ‘hero’ as explained in Jungian archetypes.

Jungian archetypes are prototypes in the human mind.  Whilst they’re developed, they’re neither learned nor acquired.  Their core is embedded inside our DNA.

Often people mistake that the hero’s purpose would be to make the brand the story’s champion.  Whilst certainly gallant, like all great heroic leaders, the brand’s true purpose would be to help others (consumers, employees, partners, suppliers, shareholders…) realise their full potential, instead of crow about their very own greatness.  (A little just like the Yoda character in the Star Wars movies).

In a humdrum, daily existence, people instinctively search for life narratives that produce them happy. Brands enable consumers to enact archetypal stories that help out with providing meaning and purpose

Consumers often use services and products as props or anthropomorphic identities to enact story constructions that reflect archetypal myths.  Portrayals include conversations between consumers and brands, on both unconscious and conscious levels.

The story of you

Every story, whether allied to retail, business-to-business… services or draw on personal lives… can be an anecdote and also lesson.  It may be about consumers, partners, employees, students, parents, lovers, explorers, companies, explorers, employers … all hoping to realise ambitions, complete empty holes and reach destinies.

As mentioned, a long time ago, small gatherings of individuals sat around fires hearing the storyteller’s tales of magic and fantasy. Now potentially the whole planet gathers at multiplexes or watches smartphones, TVs, tablets and so forth.

Technology drives digital omni channels that produce contextual narratives feel especially immersive, person-centric… therefore authentic. Together, the message and media develop a mind-space that sets the stage for a cohesive brand story to unfold.

The Smart Insights’ Brand Storytelling Primer can help you explore the basics of developing powerful authentic brand stories. Narratives demonstrate service or product applications, strengthen loyalty, and establish your brand as a reliable ‘thought- leader’.

Become an associate to gain usage of our exclusive guide on Brand Storytelling

A practical guide to the basics of developing powerful brand stories.

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People relate with each other with regards to stories.  Here’s where products and brands can play central along with supporting roles within narratives.

Through brand storytelling, consumers often project themselves onto the imagery and character a brand portrays.

Rebel, rebel

One of the very most provocative varieties of imagery is that of the rebel.  Consider Harley Davidson and maverick bikers, or Apple with cyberpunks and fashionistas … all heroes of their own category (who within their cases, would prefer to pursue quixotic activities than comply with the common).

To help to make sense of the planet – and themselves – as part of your people seek clarity by telling and hearing stories. “How do you know what I believe until I hear what I say?”  Repetition of a story’s drama, illustrates architypes of rebellion, mother-of-goodness, little trickster, ultimate strength, the hero…that assist consumers achieve deep satisfying degrees of sense making.

A lot of information stored in and retrieved from memory is episodic.  Stories provoke incidents, experiences, outcomes/evaluations, and nuances of person-to- person and person-and-brand relationships, within specific contexts.

Proper pleasure

Retrieving, reliving, or repeat watching/reading/hearing stories results in what Aristotle known as “proper pleasure”, telling stories enables an individual to experience a number of archetypal myths.

Specific brands and products play pivotal roles enabling consumers to attain the “proper pleasure” that manifests itself conceptually and/or physically enacting a particular archetype—reliving the knowledge by regularly recalling and retelling confirmed story. This poses challenging in addition to chance of brands.

The challenge originates from retelling stories.  All too easily facts could become myths.  (Even though some brand myths like the origins of Coca-Cola or KFC, can enhance the brand’s persona).

The opportunity originates from judiciously using online and offline media to reiterate the story’s essential message through variations of the story’s theme, as told through various channels.

Consumers often feel compelled to inform stories via social media about brand experiences.  But why would anyone desire to share or read such stories?

First, telling stories is incredibly satisfying.  Authors can assume the role of a protagonist venting anger, or simply praising events through reliving experiences.

Second, mostly unconsciously, storytelling supplies a sense of emotional and practical completion.

Third, telling stories is practical of this is of events. The story implies not merely connotation linked to those hearing the story, but additionally implies insights concerning the storyteller (brand).

Stories in your brain – the best virtual reality technology of all

The mind is a lot more potent than any virtual reality technology – particularly when it involves self-narratives.  Actually, stories are so compelling that through the energy of the imagination, people conceive stories with meaning – even though such import isn’t immediately apparent.

For example, in 1944, Massachusetts university students watched a film featuring two triangles and a circle dashing over the entering and leaving a rectangular box. These were asked to spell it out the scene. All except one described the movements with intricate, human narratives, including:

  • The two triangles represented men fighting in addition to a woman (the circle) who attemptedto escape.
  • The circle was “worried.”
  • The circle and the tiny triangle were “innocent young things.”
  • The big triangle felt “rage and frustration.”

The study highlights the human tendency to personify abstract shapes and seek self-identity in everyday occurrences and things. That is called pareidolia, or “the imagined perception of a pattern or meaning where it generally does not actually exist.”

It’s what goes on when someone recognizes a face within an energy outlet or sees shapes in the clouds.  It is stated to possess also resulted in the origins or astrology.

Stories certainly are a bit like hearing love or sad songs – they activate sensory elements of the mind that help influence this is and reason for what’s seen and heard – helping give a greater personal insight into life and events.

You will see the Primer is particularly useful in the event that you currently work in: PR, marketing, advertising, branding, reputation management, article marketing or create omnichannel customer experiences.

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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