What's up brand builders! Stephen Houraghan here of BrandMasterAcademy.com and in this
video I'm going to show you how and why brand storytelling is the future of marketing
as consumers continue to reject push marketing and award their business to brands that
are making human connections.
now if you're new to the Brand Master Academy Youtube channel
and you want to learn about brand strategy how to build brand strategy and
tips and techniques that you can use within your own business
well then hit that subscribe button and the notification bell
and you'll be well on your way now brand storytelling has been around for quite a while back in
1995 which was some 25 years ago now at this stage Nike ran an ad with a runner by the name of Ric Muñoz
and Ric Muñoz was hiv positive and what this ad did was it signaled Nike's support for hiv sufferers
and it also resonated with their audience through their humanity and that is what storytelling is all about
but in the last 10 years storytelling has definitely become a lot more relevant and as I mentioned
earlier consumers are rejecting push marketing more and more they don't really have time
for they're continuously scrolling past ads all the time and they tend to award their business now
to brands that they feel more connected to so what exactly is brand storytelling then well contrary to
popular belief it's not about the founder of the brand it's not about the founder who they are and their
journey to success it's about the customer
it's about who the customer is the journey that they're on what they believe what they feel
what challenges they have what emotions they're going through and the brand's role in storytelling
is not the centerpiece it's not the lead role
it's the supporting role and brands are able to provide a supporting role through story by
supporting beliefs by celebrating values by showing them the way guiding them the way forward showing
empathy to the challenges and the pain points that they have and just resonating with them through
understanding and showing a familiar path
that their audience can resonate with now
The reason storytelling is so effective is because it's in our DNA for millions of years
that is how humans transferred knowledge from one generation to the next was through story
so we instinctively gravitate
towards it because our DNA tells us that stories are a source of useful information that can help us to survive
and thrive in the world
we also look for ourselves within stories within the characters in the stories and we resonate and
we feel what they're going through so brands that are able to tell stories that align with who their audience is
and the journey that their audience is on are going to be able to strike a chord with that audience so brands using
storytelling effectively within their marketing are leveraging a human instinct that has been forged over
millions of years so does this mean that push marketing is dead
well no it doesn't it's always going to have its place but it has certainly changed and it doesn't drive action
the way it used to now push marketing is all about getting that attention and once a brand gets that
attention what they do next is absolutely critical if they decide to continue to push their message onto the
audience and say look at this look how great this is this product or this service then it's likely to have the
opposite effect if on the other hand
they take the opportunity to nurture that relationship and tell a story of
a journey that their audience can resonate with then they're going to make a human connection
this is the trend that we've seen brands on for the last 20 years and this is the trend that's continuing and that's
why storytelling is the future of marketing brands have evolved into human entities because consumers have
demanded it they don't want to do business with a corporate entity that
you know feels like there's no humans within that business at all
they want to do business with brands who feel human who've make a human connection with them and brands
today modern brands today that understand this are connecting with their audience through human
characteristics they're making connections through emotion through storytelling they're telling stories that
their audience can resonate with that
they can see themselves in and that they can feel a connection to
if you're building a brand today then that is what you need to do
you need to understand the journey that your audience is on and tell a story that will resonate
with them with who they are with the journey that they're on and where they want to go
what is their idea of success if you're able to tell stories like that that your audience can resonate with
and weave your brand throughout that story throughout that journey
then that is when they will make a connection with you that is when they will feel connected to your brand and
that is what influences decisions but I'd love to hear from you about your experiences with other brands
is there a brand out there that has made a real connection with you that you feel connected with today
beyond just this corporate transactional relationship that you have
Is there a brand that you really admire that you purchase time
and again just because you feel connected to that brand I'd love to know if you do have a relationship like that
let me know in the comments below if you've got any
examples of brands that have captivated you with the stories that they're telling let me know in the comments
below if you've got any challenges or questions around building brand story
let me know in the comments below as well If you want to reach out to me via email, you can get me on
Stephen@BrandMasterAcademy.com I'll be happy to respond to you directly if you like this video
please give it a thumbs up hit that subscribe button and the notification bell as well
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just like this one head on over to
BrandMasterAcademy.com and get yourself signed up for the list
It is free and there are plenty of brand strategy resources on there
if you want to build brand strategies from scratch as well but as I said
let me know in the comments below your experiences your challenges
I'll do my best to answer all of those
until next time brand like a master tell stories and I'll see you in the next video!