Storytelling and marketing

Storytelling and marketing

Once upon a time, back at the dawn of time, the only way humans had to communicate with each other was through the spoken word. In order to survive, we had to pass on important information by word of mouth. You could say that the only reason we have lived happily ever after is that we are born of generations of storytellers. 
 
But what has this got to do with marketing, I hear you say? Well, the best brands tell stories. They engage their prospective customers. They talk about solving problems. They sell the idea that their solution/product will help you live happily ever after. 
 
That sounds a little simplistic – but if you look at the success of some of the world’s biggest brands, they are not selling the product – they’re selling the story. Coca Cola sells the story of the endless, perfect summer. Nike sells the story of the fearless athlete-warrior. Nespresso tells the story of attaining the unattainable lifestyle (which includes, it seems, the delectable George Clooney!).
 
So what is your brand story? 
 
At Atomic Tangerine, we start with asking about your actual brand story – how and why did you start? What challenges have you overcome as a business? What is it that customers are buying when they purchase from you? Hint: it’s very rarely your product or service. 
 
We delve into your unique selling points and what makes you stand out from your competitors. We develop your brand persona (who is telling the story) and look at your target market (who are you telling the story to, and why would they be interested).
 
It can take time to understand the story that works for you and your customers – but when you hit on it, it’s magical. Just like stories around the campfire, all those years ago!
 
If you’d like help developing your brand story, contact us at Atomic Tangerine. We’ve got a great story and we’d love to help tell yours. 
 
Sybil Williams
Founder & Growth Catalyst