Insight
How to resonate and touch people's hearts through the power of storytelling?
Whether it's a child or an adult, everyone loves stories. Stories can turn difficult truths into fascinating situations that make people experience and relate to them, so if you want your customers to understand you better, why not try to use the charm of storytelling as the first step in connecting with your customer base?
In this era of information overflow and limited attention span, customers receive rapidly updated and diversified information every day, and it is even more important for brands to capture the attention of their customers and turn communication messages into content that they can relate to. However, most common brand profiles use a plain and straightforward tone of voice to state relevant facts in order to create an image of rationality and trustworthiness, but in fact, only stating the facts is not convincing, and may be perceived as too subjective and fall into the category of rational analytical judgment, but we know that branding is about building relationships that go beyond rationality. But we know that brands create relationships beyond rationality. Stories, on the other hand, can resonate and touch people's hearts, and through storytelling and twists and turns, readers are guided into the world of the brand, and then they judge for themselves whether or not they agree with the brand's concepts, and even increase the willingness to connect with the brand, so that branding doesn't stop at the presentation of facts, but is a profound demonstration of the brand's beliefs and passions.
There are many forms of brand storytelling, including origin story with the founder as the protagonist, historical storytelling, mission story, product story and consumer story, etc. According to Pro's past experience, we can roughly divide the storytelling into three segments to illustrate:
➤ Step 1: Resonate with your target audience
First of all, it is necessary to create a link between the brand and the customer base, starting from the needs of the target customer base, expressing that the brand thinks from the customer's perspective and understands their pain points and expectations. In addition to creating a context for the reader to be engaged, it can also put forward the brand's mission or proposition, so that they can find out the relevance of their own and the brand, and then resonate with it and identify with it, therefore, before you start to write a brand story, it is possible to understand the customer base and outline the profile of the customer through interviews. Therefore, before starting to write a brand story, you can understand the customer base and outline the customer profile, which will help you accurately grasp the target of communication when writing the story.
primona dream chickenThe brand story opens with a question for the consumer:
"Do you trust yourself? Are you sure he won't ignore you when you need him? Are you sure that he will be able to ride out the storms of your life with you? Will he fulfill your dreams? Why do most people feel uneasy about their own body when it is clearly their own? This is a question that resonates with the concerns of our customers.
Grobest InternationalTo propose a mission that allows customers to feel the purpose of the brand's existence and its grandeur:
"In response to the rapid increase in global population and limited natural resources, All Saints International, facing the challenge of increasing global food demand, has started from the realization of the ideal of 'Respect for Nature, Healthy Aquaculture', and through high-end nutrition, has taken the responsibility of improving the health and growth of the world's aquatic species by leading innovative R&D technologies to promote functional feeds for aquaculture to the world.".
COMMEETIt starts from the obvious needs of customers and highlights their implicit expectations:
Travel management, managing not only the cost, but also the business opportunity.
Trip planning is not just about the trip, it's about the future.
Business negotiations are not just about business, they are about relationships.
➤ Step 2: Showcase the uniqueness and uniqueness of your brand
After establishing a link through the first paragraph, you can then speak with reason. In this paragraph, you must show the brand's unique position, and focus on the needs and desired goals set out in the previous paragraph, further explaining the products and services that the brand can provide as well as specific points of support, and clearly presenting the brand's unique advantages over its competitors, so as to let the customer know why the brand is the best choice.
COMMEETMaximize the value of travel and expense management systems presented in the story:
"Efficiency First"
Provide one-stop system services to greatly reduce the operational burden of staff and finance, from business trip application, trip booking, signing process to expense reimbursement, easily accomplished with a snap of the fingers.
"Precision Management"
Complete system connectivity, real-time control of travel and operating expenses, accurate data analysis, continuous optimization of budget policies, so that each expense is defined, mastering the details, and overall situation.
"Digital First
A full range of cloud services and data protection, wherever you are, allowing you to quickly book trips, check in and out, automatically access all receipts, digitize and securely manage all the important details, report no mistakes, and plan smartly.
➤ Step 3: Earn Trust and Make an Impression
As a closing paragraph, you can emphasize the brand's desired goal, show the brand's determination by presenting the brand promise, strengthen the brand's trustworthy image, and explain the brand's value proposition in a short and concise sentence at the end, or you can use the brand tagline as a perfect ending, leaving a deep and carryable key message.
COMMEETThe attitude of relevance to the clientele is reinforced at the end with a brand slogan:
We care. You care. Leave the red tape to us.
Expanding more opportunities for employee achievement and creating a more successful future for the company.
Expect to be better together, better together! Your success, our commitment.
In addition to the segmented content mentioned above, in order to create a brand-specific story, it is also necessary to choose words and text tones according to the brand's personality, so that readers can naturally enter the brand world. Based on the foundation of brand storytelling, enterprises can adjust the content according to the actual needs of different contact points, and extend the content according to the main axis of communication and the use of the situation, so as to establish a concise, consistent and continuous brand image through continuous communication among multiple contact points, and effectively connect with the customer base through storytelling to maximize the impact of the brand.