One thing that everyone loves and has been around since the invention of fire are stories. Stories are what keep you captivated, they motivate you too and make you cry at times. Sometimes you know you are engaged with a story WHILE at other times you are inadvertently engrossed with a story.
Since the dawn of men, stories have been represented on the ancient cave drawings, they have been depicted on the architectural styles of buildings around the world, have been read aloud by grandmothers to little grandsons and granddaughters, and have also been shared around the campfire.
The story that captivates you may be different from what engrosses someone else. However, a great story can send you into future or ricochet you back into your childhood days. They make you joyous, they bring tears to your eyes, and sometimes they just put you into the shoes of another person. Whatever the reason, you absolutely, undeniably, indisputably LOVE a good story.
Bringing stories to your brand is important for all the above reasons. Can this be done, and the answer is an emphatic YES! In every story there is a character, a background, and a conflict. The story is about how the conflict was conquered by the character what their fights were.
Apple’s story is about innovation and conquer over giants such as IBM in the personal computer space. That of Facebook has been about the human connection and Lego’s has been about building engineers & thought leaders of the future.
One extremely compelling story that has captured the hearts of millions recently has been the story of Toms Shoes. Blake Mycoskie witnessed the hardships faced by children growing up without shoes” while traveling in Argentina in 2006. “Wanting to help, he created Toms Shoes, a company that would match every pair of shoes purchased with a new pair of shoes for a child in need,” the site says. To date, Toms says it has given more than 50 million pairs of shoes to children in need, has helped restore sight to over 360,000 people, and has helped provide over 250,000 weeks of safe water in six countries. In addition, Toms launched its Bag Collection in 2015. With each bag purchased, the brand says it will help provide a safe birth for a mother and baby in need.
The truth in today’s digital economy is that you have a plethora of channels that you can use to create and tell your brand’s compelling stories. Your brand is more than your products’ price points, they are living, breathing entities with personalities, goals and values. Your customers want to feel not only like they are getting a good product, but that they are getting it from a good brand. Toms could enter an extremely competitive industry (online shoes buying) with products very similar in price, quality and style to that of its established competitors. They were able to do so by combining their product offering with a robust brand story that consumers could get behind and feel good about being a part of.”
Do you have a story? Feel free to share with us. If you need more ideas of how to tell your story to the world, contact Cibirix!