It is possible our earliest memory of fairytales & fantasy worlds, of a warm glass of milk and a cosy blanket, of a soothing voice attached to a person we love, has forever been etched as ‘happy zone’ in the neural network or our psychological selves. This could be one reason why we will love stories…and animated movies, forever. Superheroes and princesses will hardly ever go out of style. Too whimsical to be short-lived, too fascinating, unreal, and fairytalish, to be at the mercy of short-attention-span-syndrome.
That blissful age where drifting off to sleep during a bedtime story, just means there’s an exciting day of possibilities to look forward to, that’s where is deep-seated our eternal love for stories.
Brands that have a story to tell, hone in on this emotional connect. They weave their stories around experiences, life lessons, impulsive decisions or ‘eureka’ moments. They can go down memory lane and pick up a nuggets of wisdom to build their dreams around.
My favourite one: AirBnB - from the founders not being able to afford rent on their apartment to being one of the most studied business models in the world.
What a brand story needs to do, is this:
1. Talk about the moment of ‘inspiration/realisation-of-problem’.
2. Revolve around the emotions attached to the journey of building a brand
3. Stop there. That’s all that your audience wants to hear. The buy/follow/subscribe should happen as a result of a simple clean emotional tug.
So, craft your brand story & communicate it authentically, with words well chosen, well placed and well intended.
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