What is Brand Story?

• Brand stories are actual stories carefully crafted to reach audiences at an emotional level.

• The stories contain:

I. Facts

II. Feelings

III. Interpretation of an idea that the audience believes in.

2012 Content Marketing King

• On October 14th 2012, Red Bull was the King of Content Marketing.

• Felix Baumgartner dove from the edge of space for a 128-000-foot free fall.

• This led to 8 million people watching the live stream on YouTube.

• Every marketing panel at every marketing conference talked about Red Bull’s publicity stunt.

• It was no surprise that they were the undisputed King of Content Marketing in 2012.

The Coca-Cola Company

• The Coca-Cola Company rebranded their website and posted culturally relevant content on a daily basis.

• This drove 1.1 million visitors to their site per month.

• Both Red Bull and the Coca-Cola Company capitalized on story-telling to enhance their brand name, reputation and audience.

• These stories created strong loyal connections from the customer to the brand.

The Man from Hollywood

“Good content marketing is not a crap shoot—it has always been about the story.”

-Oscar award-winning actor and producer Kevin Spacey spoke to 2,600 marketers.

5 steps on how to be an A-list Hollywood director.

1. Audience:

o Know your target audience.

o How do they consume media?

o What situations do they emotionally relate to?

o Will the story generate their interest?

o Be culturally relevant to the audience’s lifestyle.

o Ultimately, your brand has to create solutions or simplify the audience’s life.

2. Emotional Connection:

o Sephora was created to be the perfect emotional connection.

o Sephora’s website has become all things beauty for 25-34 year old females, where the customers give advice and support to each other on the “Beauty Talk” section.

o Sephora’s digital beauty toolkit includes Instagram, Pinterest and its own iPad app.

o Sephora is not just a brand name that sells beauty products, but a brand that holds an important place in the lives of its customers at an emotional level.

o People do not buy for logical reasons, they buy for emotional reasons.

3. Authenticity:

o Authenticity requires that you know what your brand stands for; your brand values.

o Audiences will know when you are not being original especially with everything now posted online and accessible to everyone.

o If you identify your brand values, then your story will be authentic and you will convey those values to your audience.

4. Provokes Conversation

o Develop a conversation with your audience.

o Ask questions and make compelling stories.

o Ben and Jerry’s marketing campaign involved audiences sharing their best “euphoric” moment using the hashtag #CaptureEuphoria on Instagram.

o This created conversation between a community of ice cream lovers and the brand where people felt their voices were part of the story.

5. Tell a bigger story:

o Go beyond the brand.

o Nike’s “Find Greatness” or Adidas’ “Impossible is nothing” theme are not just about running shoes, cleats or workout apparel.

o Both themes go beyond the brand; they are about motivating and inspiring people to improve and they are about creating emotional resonance.

o Be bold.

o Tell a bigger story.

Conclusion

• Once upon a time people grew immune to ads.

• Once upon a time brands began connecting with audiences at a more emotional level by creating brand stories.

• What will your (brand) story be?

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