The Storytelling Techniques That Make Your Brand Memorable.

Hello Everyone,

We all are aware that exceptional brands do not simply sell their products, but narrate stories. Storytelling is at the core of their identity whether it is Apple creating innovations that enable people to be creative, Nike enabling people to act, or Airbnb enabling people to belong through storytelling. I wanted to start a discussion about what makes brand storytelling so effective and what tricks actually help to make the audience remember a brand.

The following are some of the storytelling techniques that I believe are outstanding:

1. The Hero’s Journey Framework

Any great brand story has a hero, but it is not the brand being a hero, it is the customer. Brands such as GoPro or Red Bull make their customers as adventurers, demonstrating how the product can make them overcome difficulties or fulfill something outstanding.

2. Authenticity and Vulnerability.

People connect with honesty. Stories can be made more human by sharing the struggles, the why of the brand or even failures. Imagine the trust that is created when Patagonia is frank about sustainability issues or Ben & Jerry’s about social justice, it creates real trust.

3. Emotion Over Information

Facts tell, but stories sell. Stories that are emotional in nature such as joy, nostalgia, empathy or even frustration stick in our minds. Example, the “Share a Coke” campaign gave a personal experience to an otherwise ordinary product.

4. Consistent Brand Voice

The message, images, visuals and core values of storytelling must remain the same across the platforms. The social media posts and packaging of a brand, as well as the advertisements, all sound like the same person, then the story becomes united, cohesive and believable.

5. User-Generated Stories

It can be so powerful to allow the customers to write their own stories of what they do with your brand. It makes your audience your supporters and you can create a community for your brand.

I wonder – what do you have as examples of storytelling techniques that have made a brand memorable to you?

Can we share some knowledge and examples? Let’s make this thread useful for marketers, designers, and brand strategists alike!