What is storytelling for brands?
Storytelling for brands is the method of using narration techniques to grab your audience’s attention and keep them engaged.
Why is it important?
Storytelling is part of our human DNA, used since time immemorial. Stories are captivating and memorable. They also help us communicate complex ideas and situations in a simple and engaging way.
An example of storytelling at the basic level
For example, if you met your friends and said: ‘Hey guys, you know what? I went to the shops yesterday.’ If you stopped there, your friends would reply: ‘And?’
‘That’s it! I just went shopping and bought some new clothes.’
How interesting! Your friends would most certainly laugh their heads off.
But if you told them the story this way, you might get another response.
On my way to the shops yesterday, I saw an older man getting mugged. Some young punk grabbed his wallet from his hands while he was buying a newspaper.
I chased the guy through the neighborhood and tackled the young thief to the ground. Unfortunately for me, the guy fought back and punched me in the eye.
Being bigger and stronger than him, though, I managed to restrain him, and some bystanders called the cops. I had to keep the guy in a headlock for ten minutes before the police came.
The older man whose name was Phil got back his wallet. Phil was so grateful, cause he just cashed in his retirement check for the month and had a two-thousand euros in his wallet.
Can you believe the guy was holding that much cash on him? I told him he needs to be more careful.
To say thanks, Phil is taking me out for a beer tomorrow.
This story isn’t going to win the Nobel prize in literature, but it’s to illustrate a point. One story gets your friends to listen while the other one doesn’t. One has a villain, a hero and a happy ending, whereas the other has no punchline.
Two approaches for brand storytelling
There are two approaches to storytelling for brands.
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Answer the ‘why?’ of your business
The first is to make a story of your beginnings.
- How did your brand come into existence?
- Foremost, what’s the why behind what you do?
- What are the challenges you faced and the problems you looked to solve?
Simon Sinek developed this model. You need to answer the why before the how and what you do.
If you can include this principle in your storytelling, you’ll show your customers that you are a purpose-driven brand.
As Sinek advocates: People don’t buy what you do; they buy why you do it.
2. Make your customers the heroes
The second approach would be to make your customers the heroes and to tell their stories.
In such a format, you are not in the forefront, but you are the guide and aide to their success. This format of storytelling would follow Donald Miller’s framework.
In telling such a story, you would need to identify the internal, external, and philosophical challenges of your hero.
- Who or even what is their villain?
- How do you as a brand guide them?
- What’s their path to challenging and overcoming the enemy?
- Do they achieve a happy ending?
According to Miller, successful brands are the ones that communicate the clearest. They are the ones that easily answer this question:
How can I make my customer survive and thrive? And how can I explain in it in a way that doesn’t confuse them.
Some great examples of brand storytelling
1. Give a beep
Hövding is a company that produces airbag helmets. In 2016 they ran a campaign in London to help resolve the problem of road safety for cyclists. The company made cycling enthusiasts the hero of their story. By equipping 500 cyclists with flic buttons and an app, they created a heatmap of dangerous spots. The aim was to influence local authorities to improve the roads.
Problem: Cyclists are in danger.
Aide: Hövding is here to empower cyclists.
Hero: London Cycling Association and its 500 members.
Happy ending: Local authorities commit to using the data to improve road infrastructure.
2. Helsingborgs Concert hall
Helsingborg Concert Hall received hate mail expressing dislike of LGBTQ composers. In response, they published “Hate mail… that made us change a concert!” and created a new symphony, the Bögtåget. Addressing a problem, taking a stand, and being disruptive, they came out as heroes. International media published the news, and the concert hall received a wave of attention and praise.
Problem: Hate mail.
Aide: Helsingborg Concert Hall uses Mynewsdesk to send out their press release.
Hero: LGBTQ composers.
Happy ending: A new symphony created, Bögtåget
3. Always
Always aims to boost the self-confidence of girls and show the real heroes they are. The remark you do something ‘like a girl’ is derogatory, implying weakness and inferiority. Always turned that notion on its head with the #LikeAGirl campaign. At the end of watching this video, you feel like shouting out: ‘You go girl. Kick some ass!’
Problem: Discriminatory views of young girls.
Aide: Always is here to empower you.
Hero: Doing things like a girl is cool.
Happy ending: Girl power.
4. Land Rover
For its 70th anniversary, the company brought to life the true story of ‘The Land of Land Rovers.’ In a remote part of the Indian Himalayas, local drivers rely on 1957 Land Rovers to travel between two small villages. The vehicles help the locals transport people and supplies along the treacherous mountain roads. The cinematography is breathtaking, and the video has all the elements of a good story.
Problem: An isolated village in the Himalayas.
Guide: Land Rovers.
Hero: Local drivers.
Happy ending: The local community receives supplies and can travel freely.
5. The One Rand Man
This example from Sanlam Bank doesn’t evoke strong emotion. But it’s a smart case of a brand addressing a societal challenge: household debt. One man participates in a social experiment for National Savings Month. He lives an entire month using only one-rand coins to feel more connected to money. The idea is for the average South African to become more conscious of their spending habits. Via the One Man Rand story and campaign around it, the bank’s mission is to help South African live better lives.
Problem: South Africans have forgotten how to save.
Aide: Sanlam Bank is there to provide financial advice.
Hero: The One Man Rand tries to change people’s mindset and view of money.
Happy ending: Awareness of the importance of personal finance and saving money.
The key takeaways of brand storytelling
Storytelling is a powerful technique to get an audience’s attention and engagement. Also, the principles of a great story are always the same, and you can apply these to your brand. If you take the Simon Sinek approach, try to identify why your brand exists before the what and how you do things. Or take Donald Miller’s framework, create stories about how you help customers win. Good luck!
