There was a time (in the recent past) when brand sell was all about showcasing features and benefits to an intended target audience. With the emergence of social media, the art of the brand sell has evolved to include a very real social component. Social media has made engagement and response rate some of the main objectives for brands. With that, in the framework of brand development, the art of storytelling has become much more important. What was once brand sell, is now story sell. Now brand marketers need to wrap their initiatives around the story sell of their brand. Like it or not, engagement is where it’s at today and the way to consumers’ hearts is through storytelling.
The connection established through story sell is much deeper than brand sell.
So why not merge the two? For most of us marketers, this is nothing new. Brand sell was and is about brand storytelling, but now it is more socially inclined. Brand stories need to take their intended audience on an emotional journey. They need to connect with them on a deeper level, establishing a promise not so much in words, but in context and feeling.
Here are some pivotal components to developing good story sell:
1. What is your brand’s personality? What are its characteristics? Is it serious and no-nonsense? Is it fun? Is it highbrow? List all of them.
2. How does your brand’s personality and characteristics tie in with its potential consumers’ values? Dig deep. We like people based on their personality and characteristics, but we maintain the relationship because they connect with our values.
3. What are your brand’s preferences? What does your brand like? What does your brand dislike? What your brand doesn’t like, want or have is equally as important as what is does.
4. Who are your brand’s potential friends? We all have various types of friends. Those friends have at least one thing in common – they’re friends with us. What are the other common denominators that make your brand a fit in amongst its friends?
The social sharing of a brand story is of paramount importance to forging a deeper connection with the consumer. Entering into the zone of the consumer’s intimate social media space is where sharing your brand story is crucial. Make your next brand sell approach all about brand story sell.
Heard a good brand story lately? Please share it here with us.