Story Telling

And

Brand Building

Hi!!

This is Louis the Seventh.

And you are more likely to remember this guy if I told his story like this.....

Once upon a time a mighty king lived in a far away kingdom

with his lovely wife....................................................................................................................................and they lived happily

ever after!

And if I throw in a few adjectives in the story like

Hope, Love, Struggle, Pain,

Children, Dragons, Revival, Happiness

and Glory quite a few people would like the

story or even want to be this guy!

You would easily forget the story if I did it like this...

Name : King Louis VII

Country: Narnia

Hobbies: Riding horses, sword fighting, slaying dragons and other macho stuff

Interests: Lovely wife and Narnia residents

Beliefs : Honesty, peace and justice

Why tell a story?

Races, Cultures, Kingdoms, Families,

Parents and boyfriends, they all tell stories as a

way of communicating.

Story telling is a fundamental

human expression.

Stories make a connection with other people.

Lets them seek a resemblance and ultimately make them desire a association with their own life.

“People would remember “ ” if it means something to them.

Something to remember him by.

Something funny, inspirational or desirable.

Now imagine this guy

to be your “Brand”

To be know as

or

is up to you!

Stories give a face to

your brand.

Make brands approachable

Start a dialogue.

Create Brand Connection.

A Compelling story has the ability to distinguish a

brand from competitors by providing a picture of what you are and what

you are selling.

In this age of technological equality and little product differentiation only a story

unique to your Brand can set you apart.

Millions participate and watch the Olympics simply because of

the story attached to the origins.

Thousands use Apple products coz’ they like the

underdog story and the identity the brand lends.

Hundreds use CAT apparel coz’ they want to be perceived rugged and tougher than

even the outdoor brands.

And a select few opt for Bugatti to display their opulence and

taste for finer things in life

Story telling creates the Brand Image, Brand Identity, Brand Perception, sets tone of customer interaction and ultimately the Brand Equity.

Key Elements of a memorable story!!!

History

Character

Values

Journey

Emotions

The Humble Beginnings.

The Strong Individual.

Honest and Hardworking

Up a steel hill*recession

Passionate and

caring.

All the big brands have the same backbone. The 5 elements of the memorable story.

IkeaCoca-colaDellMicrosoftAppleGE

Got their Story RIGHT!

So for the next Brand Strategy meet invite the story tellers.

Pull in the Public Relations, Business Development, Sales and Advertising to

spin a story* and let it roll.

Preferably real but make sure it sticks!!

Remember, a good story lasts ages.

Make it good.

Thank You!!

ByYathiraj