In the last few years, society’s fast paced habit of wanting things immediately has changed the way the industry works. As branding and marketing agencies crank out campaigns, some seem to lose sight of advertising’s true purpose. Yes, advertising is supposed to get consumers to recognize your brand and/or buy your product or service, but there has been a key component missing, and it seems to be making a comeback. That component is storytelling.
Today, many brands portray these feelings with characters or story lines. In our industry, these stories are left up to consumer interpretation, and avoid explicitly telling the audience what to think about their brand and product. This allows for consumers to make their own emotional connections to your brand. Here are 3 brands that have successfully utilized the art of storytelling.
Chipotle uses this short movie to depict the food industry and how most chain restaurants use synthetic ingredients. This film shows the audience how Chipotle remains true to the fresh ingredients, unlike its competitors. In order to portray their message, they use this appealing love story.
This storyline creates a sense of belonging for consumers. ‘The Most Interesting Man In The World,” gives Dos Equis a prestigious, “above the rest” image and creates a sense of belonging that makes consumers want to follow the brand and continue the relationship.
ALS Ice Bucket Challenge
It is clear that the ideas of creating a storyline, or following a storyline, is not limited to only promoting products. The ALS Awareness Ice Bucket Challenge was started soon after baseball player Pete Frates was diagnosed with Lou Gehrig’s Disease. It all started with a close friend of his, and within a few weeks, the whole nation was dowsing themselves in ice, raising awareness for this horrid disease.
Using storylines helps to paint the picture of a brand’s values. They allow brands to share their experience with consumers and earn their trust, further encouraging the brand/consumer relationship. Not to mention, information is better perceived through stories as opposed to cold-hard facts. Overall, you want your audience to know, feel, and understand your brand, not just think of it, so that they keep coming back as loyal customers.