The New Brand Storytelling Framework

Every brand is a story and that needs to be told .

Why Stories ?

Because as humans we are wired for stories.

We remember stories, We may not remember all the maths formulas we learnt in school but we remember the story of the monkey and the caps.

We make sense of our world through stories .

And the truth is whether we are B to B or B to C company finally deal with humans on the other side.

You could have any of the below scenarios in which you need to tell your Brand Story.

1. You are launching a new brand and it has a strong story that needs to be told .

2. You already have a strong brand story which needs packaging or tweaking to create a greater impact.

3. You are a new product / service being launched and as part the pre-launch needs a brand story to be weaved around it .

Why is Brand Storytelling Essential ?

In the digital world Brand Storytelling is a must because..

1. Consumers have the power to decide the content they consume .

2. Content has moved to digital and over 80% of the digital traffic is video. The smart phone is a device that sits in the pockets of every consumer , it is where over 80 % of content is consumed.

3. A good story well told has the power to cut through communication clutter.

4. Trust in advertising is at a all time low and consumers have the tendency to skip advertising messages.

5. Employees are attracted to work with organisations and brands that have strong brand stories.

In the new world Brands can leverage Digital , Video and Storytelling to communicate their Brand Stories.

Elements of the Brand Story

1. Target Audience: A brand needs to understand its target audience well and tell stories that connect with the audience.

2. Story Theme : A brand needs to work on the theme that captures and articulates its stories . It is Authentic stories stick .

Stories can be at the organisation level or the campaign level. Organisations stories play over the long run. Campaigns could keep changing over time.

The core of the Brand Story is a constant.

3. Characters : The Brand story characters need to be relatable to the Target Audience . If they do not relate the story will not engage the Target Audience.

4. Channels: Channels need to be identified based on where the Target Audience spends its time . For example a professional corporate target audience would be more inclined to stories on LinkedIn.

There are various channels to tell Brand Stories such as

1. Public Relations

2. Events

3. Social Media / Website

4. OTT platforms

5. Employee Communications

Brands need to leverage integrated marketing communications to tell its brand stories .

In this series of posts I will build on the Brand Storytelling framework and examine each of its components in detail.

Sanjay Mudnaney

Brand Storyteller

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