Welcome to a 2nd class. Now, in this class, we're going to talk about brand storytelling,
what is brand storytelling?
Maybe you've heard the word brand storytelling and you don't know what brand storytelling is.
It is the action that connects to you. This is a narrative that connects to
your next customer, your target audience. You have a brand story and you have your company, you want
to tell you a story to the audience. The act of telling that story to your targeted audience is
brand storytelling. Maybe you have your testimonials you got from your customers, you have the experience
of your company, you want to tell how you got your first plan, how you´re creating your
brand, how you're creating your products, you want to tell that whole process to
your targeted audience. That process is called brand storytelling.
Now, brands that have nailed the brand storytelling have a few things in common, and
we'll discuss them. Number one, they have identified a problem.
Now, once they've identified a problem, they talk about that problem and how they solve that
problem always combined, brings out a compelling brand story.
Now, even you at home sitting anywhere listening to this, if you have a problem, finding a solution
to that problem constitutes of a good brand story.
Your brand story originates from a solution you found it or from a problem you helped solve. Number
two, let me give you an example, finding
a problem and finding a solution of that problem.
Marriott International Hotel had a problem,
It's a problem in the market. The problem was the suites were expensive,
nobody would book the suites. Most of the young millennials would love to travel, they saw a problem
and the solution was they built very cozy hostels for these travelers.
They had a bus for these travelers, something that had never happened before.
They found a solution to that problem. Now, the kind of that story of how they solved that problem,
how they give a solution to that problem that constituted a great brand story.
Now, number two, redefining an experience, whenever you want to create a story, always aim actually
defining an experience. My experience for example, I love visiting hotels, I love going out to dinners,
and you know having coffee with friends, but when you go to a hotel every
day and find the same setup, find the same complementarities like one bottle of water and stuff.
But then, the next time you go there, you find there's an adorn onto your menu for example or
there's a complimentary Massage. Now, that's a different experience.
That hotel is trying to redefine an experience that you used to.
All right, so when telling a brand story always aimed at redefining an experience.
When you redefine an experience, You make it even better.
You found a problem, solve that problem, and now you are redefining an experience, that
is a great brand story right there, when told well it is a win for you.
Number three, foster communities of fans, when creating a brand story always aim at
making fans or creating a fan base. This your fan based for example, are going to be your marketing
ambassadors out there. So your story should always leave someone feeling different, making them want
to champion for your course, Champion for or to buy your goods.
Champion for all the causes you stand for. Now, you've already redefined an experience, found a solution
and solved it. Now, the next thing is you're creating a fan base. An example
again, The Apple experience in 1984, it was a story well told.
Now, Steve Jobs woke up one day and said, you know what, I'm going to create a story that is going
to change the course and it's going to change the view of people out here about Apple.
After today, we have fans of Apple, you can never convince them otherwise to buy any other phones but
from Apple products, not even phones, we have Apple watches, anything Apple that
is simply because they found a problem, solved that problem,
redefined the experience, and now they have fan based alright. So always when creating a story, have
that flow, find a problem and solve it. Number two, aim at redefining an experience, and number three
the fan base will come. Number four, always aim at doing good with your brand storytelling.
Your brands for example, you want to change, you know the cause of something you've seen in the
society. You want to make the society a better place than you found it with
your brand look at both ways. You're making a profit,
yes, but you're making a profit leaving the society in a bad or worst state.
How about you found a problem and solve it, redefined an experience,
you already have a fan base. Now, can you take it back to the community?
This fan based of community. We'll always look at you as a champion when you do good. An
example, Nike, the equality campaign. Nike does not only sell you shoes, it doesn't sell sneakers
to you. They always champion for social change in the society.
Even your company, we went one to have a CSR campaign of you know what?
Today, I'm going out there, I'm going to feel the street kids, you're doing good to the society.
All that's put together is a good story. Now, when creating a good story, have a problem and solve
it, find a problem and solve it. Number two, redefine an experience,
always make someone feel better than they were. Number three, do good,
when you do good, you got number four, which is the fan base, the fan base is your customer and
that is what is going to redefine your brand. Thank you, looking forward to seeing
you in our next class.