In an era of ubiquitous content, you have to differentiate your brand. And one of the best ways to do that is through exceptional storytelling.
As Laura England, an account executive at Stone Junction, a Stafford, England-based, PR consultancy, explained, "Everybody loves a great story."
Heck, "tell me a story" is one of the first phrases children repeat ad nauseam to their caregivers. But now storytelling has evolved beyond bedtime reads and "into the marketing plans of branding experts hoping to breathe some literary delight into their marketing campaigns," England said.
3 Attributes of Great Storytelling
All brands have a story to tell, it’s getting the story right that's the tricky part, she continued.
So this week, as the UK celebrates National Storytelling Week, England is sharing three storytelling tips for marketers. "Successful brand storytelling shouldn't start and finish with one single campaign," she said.
1. Consistent narrative: Nike's "Just do it" tagline was created in 1988 and has continued to play a core role in its campaigns for 28 years. "Following the same core literary archetype of ‘overcoming the monster’, Nike is able to release campaigns with completely different tones, characters and storylines that remain recognizable as they hold the same core message: just do it," she said.
2. Attention to detail: Jack Daniel’s Tennessee Whiskey focuses deeply on its American heritage and rock ‘n’ roll roots. So any Jack Daniel’s marketing material "automatically oozes of barbecue-glaze, warmth and southern hospitality," she said. In 2014, Jack Daniel’s took narrative advertising back to its roots with its Bar stories series, a campaign that offered "fascinating short documentaries celebrating the folklore and characters" from real establishments from across the US.
3. Entertainment and Honesty: A captivating story will help gain an audience, but maintaining integrity and honesty will help a brand keep it. "For established organizations, it’s unlikely that launching a new brand image will shed the reputation it has already gained. If Jack Daniel’s, for example, decided to adopt a new image celebrating the joy of canapés and cocktails at British garden parties, we’d probably all be a little skeptical of the brand’s integrity. Thankfully, they have left that job to Pimm's," England wrote.