Brand storytelling is a way of creating and maintaining a relationship between a brand - and its end user. The way we react to a brand defines who we are, and involves a complex set of relationships and emotions established in our previous relationship with the brand.
I just returned from a family reunion in Ottawa. While sifting through old photo albums, I realized that many of the products I still use today were products and brands that I used throughout various stages of my life. It seems that every parent took pictures of childhood birthday parties, and every party was filled with images of little ones chowing down on hot dogs and cake. What I wasn't prepared to see, was a bottle of Heinz ketchup - front and centre in the pictures.
Brand storytelling is a way of putting our lives into context. It reminds us of who we are - and why we use certain products. Somewhere underneath, there are deep rooted reasons as to why we keep going back to certain brands. Using brands, it's possible to create a "brand journey" map that offers insights into the brands we choose to use - and why we choose to use them.
For example, on Days 1 and 5 of my journey, I chose to eat at Wendy's. Why?
1. Their reputation for quality food and fast service makes it the ideal choice for a road trip
2. The brand experience is in line with my expectations - it's consistently good and when I drive by a Wendy's I have fond memories of summer road trips
On Day 3, we went to my mother's for dinner where she promptly pulled out a bottle of Mateus from the fridge. She remembered how, as a young adult, I loved to drink Mateus at the cottage - as well as on family picnics. The brand image conjured up positive and fond recollections of family gatherings, even though those gatherings happened over 20 years ago.
Using brand images, it's easy to map out the rest of my trip. Tracing these brands would give you a better idea as to my priorities and preferences, as every brand image tells a story. It would give you more insight into who I was as a person and would be an effective tool to connect with people who shared similar experiences throughout their lives. What stories come to mind when I mention Old Dutch chips, Suchard Milka chocolate, Bicks pickles or Starbucks coffee?
Do you think brand story mapping is an effective way of connecting with consumers? Which brands remind you of certain times in your life - and why? How can marketers/advertisers use these principles to their advantage?
Comments