These five types of marketing stories will make your brand more outstanding.

In brand marketing strategy, "telling stories" has always been an effective way. So as a brand, what kind of "stories" should you tell well, so that consumers can have a deeper connection with your brand? The author of this article summarizes five kinds of stories. Let's take a look. Editor's note: In brand marketing, it is better to tell stories than to reason. We are naturally interested in stories, and telling stories can better make consumers sing. Then, how should brands use stories for marketing, and how to tell good brand stories and create brand charm? This article comes from compilation. Stories are a powerful way to connect with your audience and build a strong brand, but this is what you already know. In marketing, we prefer to talk about telling stories. As a marketer, I have written a lot about the power of storytelling in marketing, the science of brand building, the pillars of excellent brands, and countless case studies and strategies from these excellent brands. However, I haven't written a story type that connects people with brands for some time. So, how to do it? Although there are countless ways to tell marketing stories, they are not all equal. Some stories are more likely to attract audiences and arouse their interest than others, while others are bland. So, what different types of stories should each brand tell? How can you maximize these connections and brand building by telling stories? After nearly 1 years of marketing work, I found that there are five types of stories that every brand should tell: Let's have a deeper understanding. First, the origin story of the brand Your origin story is a story about how your brand was formed. This is an opportunity to humanize your brand, which can give it an amiable image and personality. Customers want to know who you are, what you stand for and where you come from. A story about the origin is the perfect way to introduce your brand to new customers and remind existing customers of your brand mission and value. Think about some brand origin stories that you know and love. The story of SteveJobs and SteveWozniak founding Apple in the garage is a symbolic origin story. It reminds us that great things start with smallness. The origin story of Nike is another excellent case. PhilKnight and BillBowerman are runners and coaches of a college track and field team. They founded a small running shoe company in 196s, and eventually developed into today's global giant Nike. WaltDisney's growing up as a struggling artist to create some of the most popular characters in the world is an inspiration to dreamers all over the world. These are just a few examples of origin stories, which help companies define these brands, connect them with audiences and bring great value to them. Second, the customer story The customer story is an opportunity to show your brand through the eyes of customers. People like stories about others, which can make them sing. Customer stories help to further humanize your brand and show that you understand your customers' needs, visions and pain points. They also provide social proof that your brand is trustworthy and reliable. Some ideas for customer stories include: a customer who overcame the challenge with your help. A customer who started using your product or service and changed his life experience. A customer who cooperated with you from the beginning and witnessed the growth of your brand. A customer who is unlikely to be a fan of your brand. These are just a few ideas, but the possibilities of customer stories are endless. Case studies of products, thank-you letters and user-produced content are all good sources and ways of using customer stories. The key here is to focus on customers and how your brand can help them, rather than just promoting your products or services. Share these stories as much as possible. A (smaller) company I have met has done an excellent job in this respect, such as KlientBoost, a digital marketing agency located in Orange County, USA. They have many publicly recorded customer success stories, more than any other organization I have ever seen (I have nothing to do with them, and they don't know that I am writing this article. I'm just a fan of their cause. Potential customers like to hear how people like them solve the same problems they face. Moreover, customer stories can also give you extra points, because they are an opportunity to promote your brand, so you don't need to constantly promote yourself. Indirect promotion through customer stories is undoubtedly a successful way. 3. You guessed the story of the product. The story of the product is all about your product. But these stories are more than just the introduction of functions and specifications (because we will leave these to the product page). The product story is an opportunity to show how your product can solve practical problems and improve people's lives. Just like customer stories, product stories should focus on customers and pay attention to the feelings and experiences of using your products. They should emphasize the situation before and after use, the problems encountered and the solutions. These stories should focus on the uniqueness of your product, why customers should care, and any interesting anecdotes about its production or use. Here are some excellent product story cases: Why is this knife the only thing you need? A story that makes you upgrade your T-shirt. The story about how this watch was born. Product stories are an opportunity to show your audience the excellence of your products and how they can improve people's lives. Be creative when telling these stories, and make sure to be customer-centric when talking about your products and brands. Fourth, the story of culture A cultural story is an opportunity to show your brand to the audience. These stories should reflect the value, mission and voice of your brand. They can be used to let customers know your history and let them know the behind-the-scenes situation of manufacturing products or running businesses. Cultural stories can also be a good way to connect with the audience on a personal level. Share stories about your team, the way you give back to the community or any interesting company traditions. Here are some examples of cultural stories: a day's life of a software engineer. Employee profile: from tattoo artist to visual designer. How does Nike's goal inspire people to play all their lives? Bang& Olufsen: A behind-the-scenes observation of our manufacturing process. These are just a few ideas. When it comes to cultural stories, there are countless possibilities. The key is to be true and loyal to your brand. Share the story that you think will arouse the audience's attention most, and show what makes your brand unique. V. Future Story The future story is an opportunity to show your audience the future of your brand, and also an opportunity to show the development direction of your industry and the influence you hope your company will bring. These are stories about growing up and being ambitious, and they are inspiring to both customers and employees. They should be inspiring and reflect the value of your brand. Some inspiration for the future story: this is what marketing success will look like in the next five years. The strategy and goal of Intel's rise in 23. What's the next step for your brand? How will you change the pattern? These stories can connect with your audience on a personal level and show them the future of your company. Your goal is to inspire and inspire your audience, but also to be loyal to your brand value. Be creative when telling these stories, and make sure that they are both instructive and based on reality. Sixth, the conclusion Although not all stories are the same, there are five types of stories that are more outstanding than other types of stories. Now that you know what these are, it's time to start making your own stories. Tell the story of the origin of your brand, share the story of customers, tell interesting anecdotes about products, talk about your company culture and inspire people with a future story. No matter which story you choose to share first, make sure it can show your brand value and create a tone that can resonate with your audience. If told well, these types of stories will help to connect brands with customers, build lasting relationships and create great value. So, what kind of story will your brand tell first? Original link: /p/18219386273926 Translator: oakmoss；; From Divine Translation Bureau, 36Kr's translation team. This article is authorized by @ 中中中中中中中中中中中中中中中. Everyone is a product manager. Reprinting is prohibited without permission. The title map comes from Unsplash and is based on CC protocol.