Use Storytelling to Take Customers on a Journey

In the last post, we talked about the importance of storytelling in your brand. Why is this such an important thing? How can you develop your story? Let’s delve deeper into the subject.


The Journey. Your goal with each client is to take them from point A to B. For example, a car salesman wants to connect with why a customer needs a new automobile (A), and take them on a journey that ends with them deciding that buying it from that dealership is their best option (B). The same thing applies to storytelling. It can’t be a vague concept. Define its purpose. Develop the story as though you are scripting a movie or writing a novel.


It’s truly important to step outside the box that tells you to convince them with specs, prices, and logical details. Imagine different scenarios that your ideal customer would encounter. What emotions would they feel? What sort of solution would they want?


The journey is a road that you’re inviting customers to walk down with you. This road ends at a particular destination. Perhaps they feel frustrated by a lack of time in their day (A). Your brand should show them the journey to point B, where your product or service has enabled them to live a more relaxed, joyful life. That’s a story.


We see this in many commercials. Most don’t immediately dive into the basic functions of what they’re selling and how much it costs. They feature people enacting real scenarios that their target market faces. A commercial for a face wash may show a woman looking into the mirror, dissatisfied with her skin (A), and by the end she looks into it again, smiles, and heads out the door with confidence (B). That brand, through their commercial, took us on a journey. That has real impact.


Know what you stand for. It would be impossible to powerfully convey your brand to others unless you yourself know it like the back of your hand. It’s a great idea to set aside a chunk of time and write down your answers for a few specific questions.


Why do you do what you do? Think back to the first time you had the idea for your service or product. Where did that thought even stem from? What excited you about it? Get in touch with the feelings you had that motivated you to actually do something about it. You might be surprised to remember the situation that led up to it. That can help you get in touch with your passion.  If you are part of a larger corporation, learn the history of the brand.  How did it start?  Who were the founders?  What was important to them?  Why did they start the company?  Why did they build this product or deliver this service?  Learn more about the brand so that you can build a story based on both the history and how your brand has evolved to stay relevant to your customers today.


Simon Sinek is an author and speaker who has made great points about this. He asks, “Do you know your Why? The purpose, cause, or belief that inspires you to do what you do.” There’s always going to be other companies and people who offer the same thing you do. But those who excel, whether in business, social causes, and a variety of other pursuits, are the ones who know what they stand for. They’ve found their Why.


Connection. Let’s reference a brand previously mentioned in blog posts and learn how they connect with the things that matter to their customers.


Apple knows that innovation matters to their customers. The technology of this world is rapidly expanding and changing. It can be hard to know what’s what, how to use it, and why it is even needed. Apple is known for having a very user-friendly interface. From laptops to iPads, the brand experience is one of knowledge and ease. It sets them apart from their competitors.


Apple knows how to tell a story. Glancing at their YouTube page, the videos focus on the journey. Many convey freedom and joy. They seek to inspire. It appeals to young and old alike. The beauty of it is how the core of everything they do is an answer to Why. “Why choose us? Why did we start this company?” To help others enjoy technology and, more importantly, to make it easier for them to create memories, connect with the people in their lives, share their daily moments, plan their day with ease, etc. They set out to improve people’s lives, and if the value of their stock is any indication of happy customers, then it appears they have successfully achieved that.


Create stories. Discover the journey. Brand is so much more than logic. Connect on that emotional level with customers. Your success will be inevitable.


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