What's up brand builders! Stephen Houraghan here of BrandMasterAcademy.com and in
this video I'm going to break down the brand storytelling strategy of Red Bull
so you can take some inspiration from this master storytelling brand
and captivate your audience with your own brand stories.
now if you're new to the channel and you want to build brands that go beyond the
visuals with strategy psychology and storytelling then you're in the right
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now you could be forgiven for thinking that Red Bull is
a brand other than just a soft drink but that's what they are essentially they've
only got one product and they earn 97 percent
of their revenue by selling that product they sold something like
7.5 billion cans of Red Bull the other year so that's almost
one can for every person on the planet and as I said that is
where the lion's share of the revenue come from but you would
be forgiven for thinking that they're more than that because
of how they have positioned themselves now Red Bull
went into an undeveloped market essentially there was no market
for an energy drink and they had to go in there and create that market for
themselves and that meant that they had a blank
slate and they could go in and decide that they could be anything they wanted
to be and what they wanted to be and what they wanted to represent
was the word energy so they align themselves with the word
extreme so cornerstone to that strategy was the alignment
with these extreme sports that you now see Red Bull representing all over the
world so they went in search of the most extreme
and most niche sports out there and they decided
to align themselves with every single one of those sports and
you can see the rebel logo now on the side of
rally cars on the side of aerobatic planes on
snowboarders skydivers skateboarders every single extreme sport
you can think of there is Red Bull and the common denominator with all of these
extreme sports is the feeling of adrenaline so that feeling of adrenaline
that energy rush that you get through
watching these sports or competing in these sports that is what Red Bull
have aligned themselves with and they haven't just gone in there
and aligned themselves with these sports they've gone in there and
created events and they've become part of
the sports scene part of the extreme sports scene
and they don't just take from these extreme sports
they give back as well they give these athletes a platform
and the ability to go out and express themselves at the highest level
of these extreme sports so that is the real difference here
Red Bull don't just sign themselves up to
sponsor an event and have their logo at all of these events they actually create
these events and in doing so they've ingrained themselves in the culture
of extreme sports and that has really solidified their ownership
of that word extreme but they don't just own the word extreme they also
own a liberating idea as well now Red Bull is a brand that's been developed
from the ground up with strategy and even taking into
consideration their tagline that tagline Red Bull Gives You Wings
it doesn't just speak to the idea that
you get energy from the drink it speaks to the idea that you are free
to go out and achieve whatever you want to achieve now Red Bull
have taken on a really unique approach to content and to content
marketing and in aligning themselves with all of
these niche sports rebel did see an opportunity and a gap
in the market because the media companies the
mainstream media companies they weren't paying enough attention to these
niche sports and they really weren't representing them so Red Bull took it
upon themselves to go in there and create that media so from that idea the
Red Bull Media brand was born and they began developing
really high-quality content really high-quality
footage that they used to tell the stories of
their individual athletes to tell the stories
of these individual extreme sports and now they have a content machine that has
become a core part of their marketing strategy so how does
Red Bull use storytelling within their strategy well
by aligning themselves with all of these niche sports
they align themselves with these niche sport athletes
as well and there are literally thousands of Red Bull athletes now all
competing at the top level of these individual sports and each one
of these athletes is a story in and of themselves they all
have their hopes and dreams and aspirations and things they want to
achieve they also come across challenges and
struggles and they need to develop resilience and
really break through if they want to make it at
the top level each one of these athletes represents a story and these are the
stories that Red Bull tells so Red Bull doesn't
tell stories about the brand it doesn't tell stories
about the product they tells stories about individuals about individual
athletes whether it's a skateboarder skateboarding
on a hundred foot bridge or a snowboarder
diving out of a helicopter or a skydiver jumping down from space whatever it may
be they tell stories of the individuals and these individual
stories is what resonates with who their
audience is it resonates with the wider public and it inspires other people
to tell their own stories of achievement so now these stories are being told
all over social media and that solidifies Red Bull
as part of this idea of extreme sports as part of this idea
that you are liberated and free to be and do
whatever you want to do so using their social platforms
Red Bull sprinkles a little bit of extreme a little bit of energy and a little bit
of inspiration into the lives of their hundreds of millions of
followers and in doing that they are telling stories in doing that
they are resonating and in doing that they are solidifying the idea
of extreme and energy and liberation now listen Red Bull
is an extreme example it's an extreme brand and it's an extreme example we
don't all have the added advantage of having a
media house to capture footage for us and even if we did
many of our brands aren't about extreme sports and
you know it's not that exhilarating but you can take
the idea of what they've created here the idea
that they are telling stories about achievements they are telling stories
about people that they celebrate and if you're able to do the same if you're
able to sprinkle a little bit of your brand uniqueness into the lives of
your followers of your audience about stories of
success stories of achievement stories of
overcoming challenges and overcoming adversity on the road to
that success then you will resonate with who your
audience is now as you can probably tell I'm a big fan
of the Red Bull brand I really love what they've done here they're really
breaking boundaries when it comes to storytelling and their brand strategy
their marketing strategy they don't just look
at their audience as demographics they look at them as
individuals and what they get excited about what they're passionate about so
I really love this example but I'd really love to hear
your example if you have an example of a brand out there that's
telling stories that really resonate I'd love to hear what those examples are if
you have any challenges or questions around storytelling brand storytelling
developing stories for your own brand let me know in the comments below I'll
do my best to answer all of those if you like this video give it a thumbs
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until next time brand like a master tell stories and I'll see you in the next video!