It’s no secret that storytelling is an effective form of communication. We all know someone who can captivate an entire audience through storytelling. But, unlike these great storytellers you may know, relatively few brands have successfully created a compelling brand story using narrative techniques that excite emotional response and drive sales. Warby Parker, Dove and SoulCycle are three brands that defy that reality; these brands have figured out how to powerfully resonate with their audience through unique storytelling methods.
A foolproof way to share your story is by telling your customers how you got started. It makes your customers feel connected to you from day one. Warby Parker shares anecdotal stories about its roots, like how co-founder Dave Gilboa lost his glasses on a post-college backpacking trip. The cost of replacing his glasses was so high that he spent his first semester of graduate school without them. So he co-founded Warby Parker, an alternative to traditional, expensive eyeglasses. The eyewear company provides high-quality, fashionable eyewear at a fraction of the price. Its latest campaign, Wearing Warby, interviews influential customers living out their lives through a new lens.
Other companies harness their involvement in social causes to resonate with their audience. While thousands of brands actively support social causes, Dove is one of the best examples; its Real Beauty Pledge and Project #ShowUs campaigns support natural beauty by celebrating inner beauty and confidence in women. Dove’s message resonates with its target audience so much that it doesn’t need to promote its line of shampoos, deodorants or body washes. Instead, Dove is sparking an emotional connection that connects its customers to the brand values. Cause-related brand storytelling can cause customers to think of your values even before your products.
Another way to approach brand storytelling is to make your customers, not the brand, the hero of the story. SoulCycle, a global indoor cycling studio, is one of the most powerful and relevant brands that empowers its riders through an experience. One self-proclaimed SoulCycle addict stated, “From the motivating mantras on the wall to a focus on the ‘pack’ mentality, the rider feels connected to something larger than themselves, allowing them to temporarily step out of the stress and pressure of their everyday lives.” SoulCycle empowers its riders through brand messaging. The inspiring mantras on the studio walls, a consistent and parallel online brand persona (#FindYourSoul), and campaigns that encourage people to leave their resolutions behind them and quit saying “I’m sorry” are just a few examples of how SoulCycle allows its riders to embrace their true personalities.
How can you craft a memorable story that captures your audience’s attention and turns them into loyal customers? By making your brand human. Just as Warby Parker, Dove and SoulCycle have successfully done, by embracing the human aspect of their brands. It doesn’t matter what kind of industry you’re in or the type of product you sell — there’s always a story to tell that involves people.
If you’re looking for additional help in developing your brand story, rAVe [STORYTELLING] has proven strategies for creating an extraordinary, unique story that builds loyal customers.