There are so many marketing messages that hit us in the face
every day. It can be so overwhelming that a consumer stops listening. How do
you get people to stop and listen to your brand message? One of the most
effective ways is to communicate your brand through a story that connects your
brand with your target market. If you attempt to do so, here are some tips that
will help you.
Use video. We live in a visual world and a well thought out
video message can do wonders to capture the attention of your target market. Good
video is a great marketing tool, especially when you can evoke an emotional
response. Bad video is…bad! You don’t have to be a cinematographer to know the
difference. Hire someone who knows how to produce good video. Pay attention to
lighting, angles, transitions and cuts.
Does every marketing story have to be produced as a video?
No, you can use other mediums, such as photography and the written word.
Whether you use video or another medium, there are three components of making a
marketing impact with your story.
First, use emotion. Good stories hit you in the heart. Take
this little test.
1. What
is your favorite movie?
2. What
is a song you remember from your youth?
3. What
is your favorite moment spent with friends or family in the past five years?
What do they all have in common? My guess is they have a
warm place in your heart because they have made an emotional connection with
you. We were made with emotions and when they are touched, we tend to remember
the moment we are experiencing. That includes the sights and sounds surrounding
the moment.
Keep it to one point. There is a tendency when we tell a
story, particularly when we are trying to describe our brand, to drift off into
multiple directions. Resist this. You should make one very moving point. It
makes it easy to remember in the mind of your customer.
Keep it short. No one will take the time to watch a
five-minute video. No one will read a novel about your brand. Learn the art of
brand story brevity.
Here are a few examples for your enjoyment. Some will make
you laugh and some will make you cry. A story with emotion, makes your
remember.
https://youtu.be/qdPXQLrueRg
https://youtu.be/nkmxG8pxmiQ
https://youtu.be/N1ltwg2nTK4
https://youtu.be/iVrQqWIs6ZE
https://youtu.be/V6-0kYhqoRo