Linking storytelling to your brand can be easy. But what are the best practices in how brands integrate strong emotional responses to their initiatives?
Brands know they must find ways to create, produce and deploy strong and impactful brand storytelling.
Audiences are looking for that emotional connection.
People watch movies and binge-watch series because these productions are able to create that kind of connection (and it is the reason why also producing television shows at Toast, alongside branded content, makes so much sense).
Some brands do it very well. Consistently.
The Content Marketing Institute recently published examples of brands that really found their voices and keep producing great brand storytelling.
Proctor & Gamble and Volvo stood out for me in the article.
They went back to their values, what the brands stand for and built on that. They did not try to pack a product shot into the story, they did not start from a product or service. They started from their purpose.
For P&G, it became a content initiative based on diversity in media investment. It follows similar content that was produced to support black creators in the United States.
Their goal: tell stories that matter.
“All brands – regardless of size – can tell and promote the stories of people who don’t have a platform to further their message.” (quoted from the CMI article)
As for Volvo, a great piece they recently released tells the stories of people whose lives were saved by the 3-point seatbelt the brand invented.
It does not talk about their most recent models. It does not talk about the service you can get with your Volvo car.
It tells a story around what the brand has always stood for: road safety.
These are brands that “get” brand storytelling. That knows how it creates an impact and why it is important for brands to go beyond features and benefits.
How is YOUR brand doing this? What does your brand stand for? Who can your brand give a voice to? Let’s talk about it.