Today I will be bouncing off my last Vlog where I spoke about the importance of storytelling, particularly when expressing a lesson, a message, a worldview and even advertising.
So if you have a message or a product that you want people to talk about… you need to hear this.
Branded Storytelling! What is it? How can a product tell a bigger Story? How can soap or coke teach us something new about ourselves? And what does that have to do with making money or making me happy? That’s the croc brain talking there.
I found this description on the internet and I thought it explains it perfectly.
“Brand storytelling is defined as the art of shaping a company’s identity through the use of narratives and storytelling techniques that facilitate an emotional response and establish meaningful connections.” It entertains, informs and … my favourite … inspires.
Let’s capture attention in meaningful ways.
As I explained in my last vlog, Stories are way more memorable than facts and figures alone. When done correctly, Storytelling lights up the sensory cortex in the brain, allowing the listener to experience the story with all their sensors. Which makes the brand, product, message or lesson even more memorial.
I want to showcase 3 brands in this vlog that I personally feel have done a great job of mixing in the narrative with their brand values and have done it in an authentic way.
Authenticity is so important when telling your story. Consumers are not stupid. If they think you’re fabricating stories and falsifying your brand, they will find out, and they will crucify you for it. For example, can VW really claim to be an eco family car? No matter how cute that Star Wars ad was …. ?
Let’s look at some great commercials told with narrative content that have left a lasting impression, on me anyway.
Example 1 – Apple
This apple commercial teaches me that the product brings out the creative brilliance in me, and I will rise up the corporate ranks on solely my own smarts and the smarts of my team! Everyone loves an underdog rises up story! If only I had the imac, the iphone the iwatch and ipad and I can change the world and do it in style!
Apple’s storytelling commercial campaigns are consistent masterpieces, even their billboard’s tell a story that is relatable. Those stunning photos on billboards from around the world, “Shot on an iphone”…. Makes you think.. I have an iphone… my photos can be on a billboard, I can be a professional photographer.
Through narrative storytelling Apple builds a strong brand message that is engaging and entertaining.
Example 2 – New Australia Land,
a commercial produced by The Monkeys’ in 2019 advertising Lamb. This two minute commercial even has room for a B plot, with the rotating picture frames of our Prime Minister, happening in the background. It’s fast, it’s witty with good old Aussie humour, takin the micky out of ourselves. Lamb is the Hero of the piece but there are enough jokes in between that doesn’t make you feel like you are being convinced to buy anything. You are simply watching a comedy about a bunch of Officials trying to unite Australia. I think it’s very well done.
Final example for today, DOVE.
Their brand message is about helping women, all around the world build positive body confidence and self esteem. When you buy their products, you’re not just getting clean, you are a part of their movement to change lives and be empowered.
This example here is not a narrative story, but rather a doco style where the gap is brought to life between how others perceive us and how we see ourselves. This result is powerful!
So whether you choose to use narrative stories to share a message or short doco creative content, companies should think about creating content that is so compelling to consumers, they want to build their products into their lives. This is the power of narrative video!
A good story makes you feel something and is universal, it inspires and creates intrigue. Storytelling is the most powerful way to convey these ideas while building a committed following.
Summing up:
Step 1, Think about the bigger picture of what your Brand or your Company stands for. This is so important because if you don’t know this, your consumer won’t either and all your future campaigns will be confusing and they wont get tractions. People want to know who their leader is and what they are backing.
Step 2, find a professional to help you for this part. Choose which creative direction you want to go for a particular campaign; whether its narrative storytelling or documentary storytelling. There are a lot of factors that will help dictate this.
Build a campaign around who you are as a brand. You can then break it up into bite size pieces for your audience to enjoy over a longer period. Make it something fresh each time too, but still consistent with what you stand for.
For example, let’s look at Dove’s campaign history.
2006 – Dove Evolution – a simple piece that needed no words, where they revealed the secrets of Photoshop to burst the myth about beauty.
2013 – Real Beauty Sketches – a doco style narrative that made women think twice about how other people viewed them.
2014 – #like a girl – a doco style narrative that revealed what people thought the word ‘girl’ means to them.
2019 – Girl Glaze, Dove partnered with Getty Images to build a database of stock images that represent all types of women.
All the while, subtly putting soap into the minds of consumers.
Step 3, Distribution. Make sure you’re seen. If it’s a good story, chances are, people will share it without being asked. This should be your goal.
So, stand for something, have something to say and do so in a way that captures the attention of your audience using good old-fashioned storytelling. Then your audience will associate that message with your brand and hopefully you can move hearts along the way.
dana@dananewell.com