PBL trigger 4: How to communicate the brand through storytelling and social media?
1 What is a brand story and what makes a good brand story?
Brings the brand alive, develops the brand persona.
Allows brand gets to connect with people on an emotional level: tells them why your brand exists. This feeling of connection turns people into your customers.
Strong brand persona attracts customers, makes them want to engage your brand and join the community.
"Every story requires a clearly understood central character with which people can identify and create a long-lasting emotional bond: the brand persona. Without a strong brand persona, the brand narrative lacks a focus." (Herskovitz, 2010)
7 traits for a good brand story
1. Solving a problem in the market = brand's purpose
2. Going from underdog status to successors
3. Redefine experience
4. Clear identity and purpose
5. Visible founders
6. Know who they are and what they stand for
7. Do good
(https://www.linkdex.com/en-gb/inked/brand-story-examples/)
2 What is storytelling and how does it affect people?
Storytelling is a well known and ancient art form. Researchers state that storytelling is a clear aid to memory, as a means of making sense of the world, as a way to make and strengthen emotional connections, and as way of recognizing and identifying with
brands of any type. (Herskovitz, 2010)
A compelling brand starts with a strong, well-drawn, and quickly recognized persona - the essential connection between what a company says and what it does.
6 characteristics for good storytelling
1. Genuine and authentic - come from the heart of a company (and not what customers want to hear)
2. Aspirational - dont talk about products of services they sell but about the difference they make in the customers life
3. Believable
4. Memorable
5. Inspire people to share them
6. They evolve but don't end
(Johnson, 2016)
5 secrets to storytelling
1. Honesty and transparency: stories must be rooted in the reality of the brand, product and industry. Brand stories work the same way as brand building, they must have consistency, persistence and restraint.
2. Infusing personalities into stories, should be told with a brand persona. They are not ads, not sales pitches.
3. Create characters that people can get emotionally attached to, such as buyer personas that tell stories from their perspective
4. Has beginning, middle and end; establish story and introduce characters > set up the main characters problem and conflicts with it > solution
5. Leave your audience wanting more, perpetual marketing tactics such as teasers. Invite them to comment, share, connect..
(Gunelius, Forbes, 2013)
3 What is the role of community management in brand building and how to engage customers?
Community manager:
Brand ambassador
Bridge between your brand and the community.
Job is to grow the community by producing different kind of content that engages the customers, creates conversation.. Attracts new customers, retains old ones.
“A strong brand community increases customer loyalty, lowers marketing costs, authenticates brand meanings, and yields an influx of ideas to grow the business.” – Harvard Business Review
What does community manager do?
1. Listen: monitor what is said about the brand online with google alerts, twitter search etc.
2. Follow trends: latest trends, campaigns, news.. Keeping up to date
3. Post: know your tone (neutral, playful, serious?), use visuals, post according to policies, schedule them, know when to post
4. Interact: find brand advocates and influencers, interact with audience, respond quickly,
5. Manage crisis
4 Analyse or design a brand story for a chosen company.
Burberry:
Brought the brands story to life: a trailer like clip of a romance-drama film of the founder, Thomas Burberry, with huge actors: Domnhall Gleeson, Sienna Miller.
> Creates emotional relationship with the name: connects to a story rather than a luxury brand name
> Expands British brand heritage story. Takes the consumer back to the roots
> One of the first luxury brands to expand to social media and engage people there
> Seems authentic, realistic, has real historical significance (created a fabric that soldiers wore in the 1st world war)..
https://medium.com/@gdondon/how-burberry-is-redefining-brand-storytelling-2893cfc19ac8
5 How could the chosen company build the brand in social media?
Creating more interesting and consistent content with better quality on their Instagram. Maybe using actors or other celebrities as their advocates - not only models.
Burberry could publish another short story that links peoples mind to their British heritage.
Examples of good storytelling:
Volvo:
Add with a little girl
No more glorified product demos -> stories that matter
Revolves around product strength: safety technology "Sometimes the moments that never happen, matter the most."
Google commercial: shows how we get help from google to every single event in our life
Go pro commercial: showed a fireman saving a kitten "be a hero"
Sources
The essential brand persona: storytelling and branding. Herskovitz, Stephen; Malcolm,
Crystal. The Journal of Business strategy; Boston 31.3 (2010): 21-28.
6 Characteristics of Great Brand Storytelling Why knowing what a great brand story looks like is your first step to creating one. Johnson, Carla. URL http://typeacommunications.com/6-characteristics-of-great-brand-storytelling/
https://www.linkdex.com/en-gb/inked/brand-story-examples/
5 Secrets to using storytelling for brand marketing success. Gunelius, Susan. 2013. URL: https://www.forbes.com/sites/work-in-progress/2013/02/05/5-secrets-to-using-storytelling-for-brand-marketing-success/#4643d3bb7d81
https://medium.com/@gdondon/how-burberry-is-redefining-brand-storytelling-2893cfc19ac8
Brings the brand alive, develops the brand persona.
Allows brand gets to connect with people on an emotional level: tells them why your brand exists. This feeling of connection turns people into your customers.
Strong brand persona attracts customers, makes them want to engage your brand and join the community.
"Every story requires a clearly understood central character with which people can identify and create a long-lasting emotional bond: the brand persona. Without a strong brand persona, the brand narrative lacks a focus." (Herskovitz, 2010)
7 traits for a good brand story
1. Solving a problem in the market = brand's purpose
2. Going from underdog status to successors
3. Redefine experience
4. Clear identity and purpose
5. Visible founders
6. Know who they are and what they stand for
7. Do good
(https://www.linkdex.com/en-gb/inked/brand-story-examples/)
2 What is storytelling and how does it affect people?
Storytelling is a well known and ancient art form. Researchers state that storytelling is a clear aid to memory, as a means of making sense of the world, as a way to make and strengthen emotional connections, and as way of recognizing and identifying with
brands of any type. (Herskovitz, 2010)
A compelling brand starts with a strong, well-drawn, and quickly recognized persona - the essential connection between what a company says and what it does.
6 characteristics for good storytelling
1. Genuine and authentic - come from the heart of a company (and not what customers want to hear)
2. Aspirational - dont talk about products of services they sell but about the difference they make in the customers life
3. Believable
4. Memorable
5. Inspire people to share them
6. They evolve but don't end
(Johnson, 2016)
5 secrets to storytelling
1. Honesty and transparency: stories must be rooted in the reality of the brand, product and industry. Brand stories work the same way as brand building, they must have consistency, persistence and restraint.
2. Infusing personalities into stories, should be told with a brand persona. They are not ads, not sales pitches.
3. Create characters that people can get emotionally attached to, such as buyer personas that tell stories from their perspective
4. Has beginning, middle and end; establish story and introduce characters > set up the main characters problem and conflicts with it > solution
5. Leave your audience wanting more, perpetual marketing tactics such as teasers. Invite them to comment, share, connect..
(Gunelius, Forbes, 2013)
3 What is the role of community management in brand building and how to engage customers?
Community manager:
Brand ambassador
Bridge between your brand and the community.
Job is to grow the community by producing different kind of content that engages the customers, creates conversation.. Attracts new customers, retains old ones.
“A strong brand community increases customer loyalty, lowers marketing costs, authenticates brand meanings, and yields an influx of ideas to grow the business.” – Harvard Business Review
What does community manager do?
1. Listen: monitor what is said about the brand online with google alerts, twitter search etc.
2. Follow trends: latest trends, campaigns, news.. Keeping up to date
3. Post: know your tone (neutral, playful, serious?), use visuals, post according to policies, schedule them, know when to post
4. Interact: find brand advocates and influencers, interact with audience, respond quickly,
5. Manage crisis
4 Analyse or design a brand story for a chosen company.
Burberry:
Brought the brands story to life: a trailer like clip of a romance-drama film of the founder, Thomas Burberry, with huge actors: Domnhall Gleeson, Sienna Miller.
> Creates emotional relationship with the name: connects to a story rather than a luxury brand name
> Expands British brand heritage story. Takes the consumer back to the roots
> One of the first luxury brands to expand to social media and engage people there
> Seems authentic, realistic, has real historical significance (created a fabric that soldiers wore in the 1st world war)..
https://medium.com/@gdondon/how-burberry-is-redefining-brand-storytelling-2893cfc19ac8
5 How could the chosen company build the brand in social media?
Creating more interesting and consistent content with better quality on their Instagram. Maybe using actors or other celebrities as their advocates - not only models.
Burberry could publish another short story that links peoples mind to their British heritage.
Examples of good storytelling:
Volvo:
Add with a little girl
No more glorified product demos -> stories that matter
Revolves around product strength: safety technology "Sometimes the moments that never happen, matter the most."
Google commercial: shows how we get help from google to every single event in our life
Go pro commercial: showed a fireman saving a kitten "be a hero"
Sources
The essential brand persona: storytelling and branding. Herskovitz, Stephen; Malcolm,
Crystal. The Journal of Business strategy; Boston 31.3 (2010): 21-28.
6 Characteristics of Great Brand Storytelling Why knowing what a great brand story looks like is your first step to creating one. Johnson, Carla. URL http://typeacommunications.com/6-characteristics-of-great-brand-storytelling/
https://www.linkdex.com/en-gb/inked/brand-story-examples/
5 Secrets to using storytelling for brand marketing success. Gunelius, Susan. 2013. URL: https://www.forbes.com/sites/work-in-progress/2013/02/05/5-secrets-to-using-storytelling-for-brand-marketing-success/#4643d3bb7d81
https://medium.com/@gdondon/how-burberry-is-redefining-brand-storytelling-2893cfc19ac8
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