Examining How Brand Storytelling Actually Works

 

 

 

Brand storytelling is a way to use content to tell the narrative of a business to differentiate it from the competition with a compelling story.

  • This TED talk from Simon Sinek captures the essence of why a credible and authentic brand story should be at the heart of your content.
  • Customers aren’t hooked by the ”what” or the “how” you sell, the real point of difference comes in the ”why”.
  • Only you can own your brand story. Use your content to tell the story on where you’ve come from, where you are and where you’re headed – bring your customers on that journey with you.

Kenco is Honduras’ biggest coffee export customer, however, the country is ravaged by gang violence. They wanted to give something back that was true to their entrepreneurial spirit and aligned with their corporate social responsibility. The Coffee versus Gangs imitative saw Kenco train 20 young people to get them into the coffee business and out of crime. They partnered with the Telegraph to create a digital content hub that told the story in a documentary style of Coffee Versus Gangs ranging from short-form video to articles and long-form video.

The results:

  • Over 5.5 million have engaged with the content since Coffee vs Gangs began
  • Sales of Kenco are up by 8.4%
  • Market share has increased by 3% despite being outspent 4-to-1 in media by its biggest rival

This case study from DKNY shows how a potential crisis situation was averted by linking back to the brand’s story and dedication to NY visuals.

dkny

What happened:

  • Humans of NY was approached by the brand but declined to sell their images
  • DKNY purchased what they considered different images from a third party but it transpired these were Humans of NY’s images resold

I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.

 

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Here, you can see DKNY’s response where they tell their brand story to expand their love of NY imagery, apologise for the error and make a donation to a NY charity to further make amends.

Here are some steps to creating your own brand business story:

1.Define your personality and be true to your brand

2.Identify your audience adequately and what they will respond to emotionally

3.Always map your story back to your customer personas

4.Don’t forget your business objectives. Make sure your story is delivering on your wider business objectives

 

 

Action Point

I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.

 

Action Point

I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.

 

 

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Author

I am an IT entusiast and a man of many parts. I am a Certified Digital Marketer, Project Manager and a Real Estate Consultant. I love writing because that what keeps me going. I am running this blog to share what I know with others.

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