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Story Telling in Brand Building



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  • 1. Story Telling And Brand Building
  • 2. Hi!! This is Louis the Seventh.
  • 3. And you are more likely to remember this guy if I told his story like this.....
  • 4. Once upon a time a mighty king lived in a far away kingdom with his lovely wife.... ................................ ................................ ................................ ................................ and they lived happily ever after!
  • 5. And if I throw in a few adjectives in the story like Hope, Love, Struggle, Pain, Children, Dragons, Revival, Happiness and Glory quite a few people would like the story or even want to be this guy!
  • 6. You would easily forget the story if I did it like this...
  • 7. Name : King Louis VII Country: Narnia Hobbies: Riding horses, sword fighting, slaying dragons and other macho stuff Interests: Lovely wife and Narnia residents Beliefs : Honesty, peace and justice
  • 8. Why tell a story?
  • 9. Story telling is a fundamental human expression. Races, Cultures, Kingdoms, Families, Parents and boyfriends, they all tell stories as a way of communicating.
  • 10. Stories make a connection with other people. Lets them seek a resemblance and ultimately make them desire a association with their own life.
  • 11. “People would remember “ ” if it means something to them. Something to remember him by. Something funny, inspirational or desirable.
  • 12. Now imagine this guy to be your “Brand”
  • 13. To be know as or is up to you!
  • 14. Stories give Make brands a face to approachable your brand. Create Brand Start a Connection. dialogue.
  • 15. A Compelling story has the ability to distinguish a brand from competitors by providing a picture of what you are and what you are selling.
  • 16. In this age of technological equality and little product differentiation only a story unique to your Brand can set you apart.
  • 17. Millions participate and watch the Olympics simply because of the story attached to the origins.
  • 18. Thousands use Apple products coz’ they like the underdog story and the identity the brand lends.
  • 19. Hundreds use CAT apparel coz’ they want to be perceived rugged and tougher than even the outdoor brands.
  • 20. And a select few opt for Bugatti to display their opulence and taste for finer things in life
  • 21. Story telling creates the Brand Image, Brand Identity, Brand Perception, sets tone of customer interaction and ultimately the Brand Equity.
  • 22. Key Elements of a memorable story!!! The Humble Beginnings. The Strong History Individual. Character Honest and Hardworking Up a steel hill Values *recession Journey Passionate and Emotions caring. All the big brands have the same backbone. The 5 elements of the memorable story.
  • 23. Ikea Coca-cola Dell Got their Microsoft Story RIGHT! Apple GE
  • 24. So for the next Brand Strategy meet invite the story tellers. Pull in the Public Relations, Business Development, Sales and Advertising to spin a story* and let it roll. Preferably real but make sure it sticks!!
  • 25. Remember, a good story lasts ages. Make it good.
  • 26. Thank You!! By Yathiraj