Robin Clementson, Sweet Shop's Digital Planning Director, reveals his thoughts on brand storytelling
For many brands, the power of narrative and the impact of its emotional connection to the end user often becomes over-looked and under-prioritised, but is arguably one of the most important elements to nail.
The idea that, as a brand, you need to establish your ‘story’ or set of ‘values’ can be perceived as time-consuming and lists of other ‘more important’ factors take precedence – park the waffle and focus on the REAL stuff.
Certainly, from the wealth of experience garnered here at LAB, we have seen this scenario played out across many sectors and surprisingly at the different stages of a brand’s life cycle. You may be forgiven for thinking this is exclusive to new up-coming brands but it’s also the case with many of the more established.
There are many myths around what makes a good story and to some extent, there will be elements of those points of view that are absolutely true. However, fundamentally, the brand story must be one that is honest, transparent, engaging, purposeful and emotive.
The importance of knowing who you are and why you have created something is paramount, it can be the gateway to a following and a new community who, as end users, we have bought in to and will remain faithful to.
Having worked as brand consultants for many years, building this content collaboratively has in-turn created a much more attractive proposition for consumers and influencers alike, whether proactively communicated or clearly hosted within a brand’s digital offering.
Consistency also plays its part. I have worked with well-known global brands that have got it all wrong. From fabricating a consumer background story that sat alongside the ‘real’ trade version, through to collaborations that were unrelated, of-the-moment and sometimes ill-advised. Lack of consistency garners lack of faith and lack of credibility.
Hand-in-hand with the excellent research and neuro testing tools we have at our disposal here at LAB, we also understand the power of the narrative and the importance of story-telling. It’s not about bells and whistles, but that honest integrity which sets the very initial platform for all communication going forward.
Know yourself and don’t pretend to be anything different.
Robin Clementson, Digital Planning Director at Sweet Shop