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It’s Brand Story Time
By: Cindy Wendland
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Our children are teenagers. Perhaps that’s why we ogle at toddlers and try to make those little creatures smile and laugh. We fondly remember story time and the closeness and magic it evoked. Transfer that to your brand, and look at whether you have left brand story time behind. Your brand is not too old. In fact, storytelling is important no matter the age of your brand, so let’s gather round and read a brand story.

An important point to remember is that the story must tie in to your brand. The story is about your brand, so it needs to make sense. It doesn’t have to be a hard sell. Actually, a soft-selling approach works best. A brand story that stands out is the “Moments of Warmth” ad from Duracell Canada. The story was a soft sell about “we all need each other” and connected customer, brand, and audience. How has your brand come to the rescue for someone and helped them out in a time of need? Tell that story.

Sometimes the most difficult part of brand storytelling is getting the stories. The Salvation Army has beautiful stories happening nearly every hour of every day. To collect all these stories is difficult. Find a way to make it easy to share that information and motivate them to do it. Run a contest. Offer some cash. The information truly is valuable.

For retail brands, retail salespeople are a great source of stories. They are the touch point with the customer and hear both the good and the bad. They see what customers buy and they are a part of the conversation preceding the sale. They are a wealth of information. Find some good ones and listen to their stories. Then use them in your storytelling. People love a good story, no matter their age.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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