Brand Storytelling
Jessica Gioglio is a leading digital and social media strategist and co-author of The Power of Visual Storytelling.
We have been sharing stories from the beginning of human civilization — for good reason. Stories captivate our attention and build communities by bringing ideas, emotions, and experiences to life in a memorable way. So much so, that companies are increasingly embracing brand storytelling in the era of the connected digital consumer.
What is Brand Storytelling?
Brand storytelling is defined as the art of shaping a company’s identity through the use of narratives and storytelling techniques that facilitate an emotional response and establish meaningful connections.
When done correctly, research shows the powerful impact storytelling can have on us:
Stories are 22 times more memorable than facts & figures alone
Our neural activity increases 5X when listening to a story
Storytelling lights up the sensory cortex in the brain, allowing the listener to feel, hear, taste, and even smell the story
As a result, in a time when captivating consumer attention is the ultimate commodity, it has never been more important for companies to tell the right stories. The stories that stop us in our tracks, the stories that move us to tears, the stories that challenge us and change our perspective.
There’s a magical spark that happens when consumers truly connect with a brand’s story, but how do companies source those unicorn, one-of-a-kind stories? Inspired by our book, The Laws of Brand Storytelling, here are three brilliant examples of brand storytelling you may have missed.
Brand Storytelling Example 1: The Land Of Land Rovers Campaign
Land Rover Showcases Why The Best Stories Come From Others
In celebration of Land Rover’s 70th anniversary, the company brought to life the true story of, “The Land of Land Rovers,” a remote area in the Indian Himalayas. The video tells the story of the local drivers who rely on a fleet of meticulously maintained 1957 Land Rover vehicles to provide transport and supplies along the treacherous mountain roads between two small villages, Maneybhanjang and Sandakphu.
To bring this remarkable story to life, Land Rover’s team made the village of Maneybhanjang their home for ten days in order to get to know these brave drivers and experience their everyday life. The end result delights the viewer with its stunning cinematography, while hearing from the drivers and villagers only further reinforces the incredible off-road capabilities of Land Rover vehicles.
The Best Stories Are Not Your Own
Land Rover’s campaign offers a brilliant example and a reminder that the best stories are not your own, but those of your customers and your fans. Sourcing those stories might be tough, but when you find those that truly touch people’s hearts, invest in bringing them to life and prioritize them over your product message.
The best stories are not your own, but those of your customers and your fans. CLICK TO TWEET
Your Action Item: Get to Know Your Customers
To uncover the best customer stories, our best tip is to invest in getting to know your customers. From asking for customers to share their stories and memories with your company or products through social media or email campaigns, to running contests to encourage stories, top companies create a culture of sharing and storytelling.