As humans, we love a good story. From bedtime stories as children — nursery rhymes, tall tales, fables and legends — to family history, folklore, and “fishing stories,” most certainly everyone can recall a memorable story in their life.
The interconnectivity of storytelling and brands is nothing new. When brands follow a few simple guidelines for storytelling, the brand story becomes more meaningful. And in turn, more successful.
So what makes a good story?
At Simon/Myers, our strategy team knows the importance of storytelling and how it impacts our clients' business. That’s why the Creative Brief is one of the most critical tools in the process. This document plays a key role in understanding and defining the relatable truths that resonate best with our target audiences. This includes details on “what they should feel” so that the creative team can create the most compelling story. It’s important to note, this is equally important for both written and visual elements, as both play a key role in a strong story.
Of course, we can’t forget that these stories aren’t just for fun. A good story can help us define “who” a brand is, make us aware of a brand/product/service, and tell us why we should consider it. Good stories give us features and benefits, without coming across as a laundry list. And the best stories make us feel compelled to take action on our own.
Just like children love reading the same books night after night, consumers love to be captivated and will talk about your brand’s story — IF it resonates with them.
So the question is, what is the story you want to tell?
COVID-19 is rapidly changing what “business as usual” looks like. While some of the world’s biggest brands are using their powers for good to fight the impact of this pandemic, many more are wondering what to do when no two days are the same. Here’s what we think.
The average person is exposed to thousands of online marketing messages a day. It simply isn’t possible to absorb them all. So how do digital marketers get noticed? Some say shorter attention spans are the problem, and shorter content is the solution. We think it’s more complicated than that.
Art director Kaity Burns loved working for our Chicago-based agency, but wanted to raise her family in North Carolina. Thanks to Kaity’s pioneering spirit, and the progressive thinking of our founders, our agency took the leap into the world of working remotely.
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