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Marketing Idea Board: Brand Storytelling 201

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Brand storytelling is vital for creating authentic, emotional connections between a brand and its customers. Here are the next 5 steps towards building a brand story and embarking on the digital customer journey.

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Marketing Idea Board: Brand Storytelling 201

  1. 1. Keep emotion close to heart. Creating a brand anthem is important. But you won’t always understand what your brand theme is until after your customers decide with you. Walk through the customer journey yourself How did you arrive here at this brand? What are your logical next steps in making a purchase? What are your own personal obtacles that would deter you from making a purchase? Find your brand advocates and salute them Loyal customers turn themselves into brand advocates, and they are the real MVP’s. Be sure to follow them in social media and give them a shout out for their loyalty. Assess your rewards program. What is it that keeps people from coming back to your brand? Quality and convenience aside,it is probably because theyfeel rewarded for their loyalty. Help them keep writing your brand story by rewarding their allegiance. How is your brand helping people? Sharing these experiences and anecdotes often does just as much advertising for your company as a promotional ad would. 1 2 3 4 5 © Copyright IBM Corporation 2016. IBM, the IBM logo and ibm.com are trademarks of IBM Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml. Read about how top CMOs are sharing their brand stories. Download: Top Five Lessons Learned from CMOs Rising Above the Clutter ibm.biz/ATCebook Read about how top CMOs are sharing their brand stories. Download: Top Five Lessons Learned from CMOs Rising Above the Clutter ibm.biz/ATCebook MARKETING IDEA BOARD: BRAND STORYTELLING Creating a brand anthem is important. But you won’t always understand what your brand theme is until after your customers decide with you. 1 Walk through the customer journey yourself. How did you arrive here at this brand? What are your logical next steps in making a purchase? What are your own personal obstaclesthatwoulddeteryoufrom making a purchase? 2 Findyourbrand advocates and salute them. Loyal customers turn themselves into brand advocates, and they are the real MVP’s. Be sure to follow them in social media and give them a shout out for their loyalty. 3 Assess your rewards program. What is it that keeps people coming back to your brand? Quality and convenience aside, it is probably because they feel rewarded for their loyalty. Help them keep writing your brand story by rewarding their allegiance. 4 Keep emotion close to heart. How is your brand helping people? Sharing these experiences and anecdotes often does just as much advertising for your company as a promotional ad would. 5

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