How To Transform your brand through Story & Action

 

 

For all companies, having a story and knowing that story are crucial steps to achieving success. On the other hand, I’m worried that too many marketers think that telling their story through advertising is enough. It’s NOT! In fact, those that think this way do so at their own risk because there is a new kind of company on the rise that uses story in a more powerful way — and they run more efficient and profitable businesses as a result. It is extremely important that brands pay more attention to showing their story through ACTION & NOT COMMUNICATION! In the commercial above I love how Nike not only told us how to just do it, but they always keep their audience involved within EVERY move they make! The story that they told connected with millions, but what made it great is how they created action & gave their audience opportunities to create within their brand!  For example:  H&M, Nike, Apple, Four Seasons, & Snapchat emphasize the creation of compelling and useful experiences — new products, new services, and new tools that advance their narrative by lighting up the medium of people. Meaning, that when people interact with a “story-action” brand such as one of these, people often want to tell their friends about it! It’s obvious that these “story-action” brands & many others are creating a fierce loyalty and evangelism in their audience! Their stories are told primarily via word of mouth, and are simply  amplified by social media tools.

So how do you know a “story-action” company when you see one? Here are some primary characteristics:

1. They have a story
2. The story is about a larger ambition to make the world or people’s lives better
3. The story is understood and cared about by senior leadership outside of marketing
4. That story is being used to drive tangible action throughout the company: product development, HR policies, compensation, etc.
5. These actions add back up to a cohesive whole
6. Their audience and partners are motivated to engage with the story and are actively using it to advance their own stories

Most of these “story-action” brands have the most mentions on social media networks solid following! It’s one thing if your brand can tell a great story, but if you find simple ways LIVE that story even more, your audience will create a fierce loyalty to your brand & the word will spread……FAST!

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