10 rules for telling brand stories from Ed Woodcock

Ed Woodcock, Director of Narrative, Aesop Agency

Ed Woodcock, an expert at Aesop Agency - a company specializing in building brands in the UK - has shared 10 impressive "tips" for any business can successfully tell its brand story.

1. Know the "hero" of the story well

Brands are sometimes overly confident in themselves and it becomes problematic. Strong brands often do one thing, which is to turn customers into "heroes" of the story. The purpose of doing so is to inspire as well as to arouse dreams and desires in everyone. The brand will be just a "helper" or a "companion" and not a "hero" of all matters. Remember, the customer is the focus.

2. Always focus on purpose

Sometimes, customers will only buy your products knowing why you did them and how. Is there a lofty purpose behind all the offers they receive from you? If so, don't hesitate to share. Because that is also the reason why charities are always on top of success in the recent survey of brand storytelling conducted by Aesop Agency.

Back in time, back to the time when the study promotion program "Firefly Light" of FieslandCampina Vietnam (Dutch Lady) was launched in 2002, impressed Vietnamese consumers. At that time, most of us were still unfamiliar with the concepts of branding, storytelling, content marketing ... But so many Vietnamese hearts were sobbing before the television screen showing touching films of Dutch Lady. about that light. That has prompted them to donate books, school supplies, even cash from buying milk to donate, building schools for poor children. After 14 years of operation, "Firefly Light" not only contributed to the education of the country but also helped Dutch Lady to receive many Business Awards and Labor Medals from the government. Referring to Dutch Laday, the story of "firefly lights" became the highlight of a business that always cares about social security, making FieslandCampia the leading dairy and nutrition company in Vietnam for 20 years.

3. Understand the opponent, power up the story by "storm of public opinion"

Few brands are willing to "comment" - that's the result of Aesop Agency surveys. For the most part, they only do 20% of the request, or even less. However, daring to object publicly also helps the brand to have a strong vision and will.

4. Create miracles, solve problems with the "miracle" of the brand

If your product has outstanding and outstanding advantages, it can create "magic" around the brand.

For example, the story EE chose to tell about himself - one of the "climbers" in the survey (up 36 places, to 48th) - revolves around being the first and only 4G provider. . However, businesses should also be careful with this "double-edged sword". When self-esteem becomes… complacent, businesses will lose sympathy in the eyes of the public.

5. “Show, don’t tell”: Show them, don't force them to hear

This is a "secret" that is constantly poured into the ears of new writers. Experts advise that you should never make a single word: "That John is angry." Show viewers all of what John's anger is destroying: the sight of him blushing, spitting up saliva, or even splattering obscene words. Why? Because actions always speak louder than words!

6. Read more because so many demographic surveys are in ... poetry

The brand has its own personality, its own value plays an important role in the spiritual life of the public like the characters in the novel. Nike - sports warrior, Innocent - the innocent and attractive child, Cartier - the graceful leopard girl ... You can find endless sources of inspiration in literature, just as you would. Ideas from job market surveys.

7. Entice consumers to join the brand

Great stories often create a world of their own. When you give customers the opportunity to join the brand they love, they will not hesitate to embrace and act "full shoulder" in the story you tell.

Harley Davidson is a great example of this. Wearing a leather suit, bandana bandana head, tattooed on the Harley Davidson emblem and being called by the title "Harley racer" is the dream of every driver all over the world.

8. Acquiring emotions - "creating beliefs" becomes belief

Stories of experience always make us believe in it, similar to how each religion has its own story, because it powers, inspires us to believe and buys products. This explains why brands with impressive storytelling (Apple and Cadbury topped the list) are so successful year after year, even, becoming "cult" or "empire. " in all fields.

9. Arouse the truths of life

Not surprisingly, many brands focus on exploiting the obvious but often neglected truths in life. Dove with "real beauty", Nike and "booty for the winner" or Persil and "kids should have fun" ... are all successful names in using this method. Brands succeed when emphasizing truths and using them to guide actions, making them enduring values.

10. Always keep the public

Brands keep customers in their stories by surprise them. Apple has done that, with 39% of people worldwide choose to use the brand's products. "The big technology village" is an attractive title that Apple currently holds. They have done what producers, directors, screenwriters ... do with their products: Make customers always ask the question "what's next?" - is also a question that frequently appears in dramas.

According to theguardian.com