No Story? No Brand.
Are you telling your story right? Stories leave an indelible mark on people that can last for years to come, continue to grow, and deepen the relationship. You need a story to be a competitor.
June 22, 2012 2:45 by kippreport
Lifestyle stories make an emotional connection with their audience. They are often adopted by brands entering an already established category and tell stories with great personality.
A great example of brand lifestyle storytelling is found with Monster Energy Drinks (the #2 selling energy drink brand in the world). The package design and logo is vibrant and stands out on shelf, but it’s the story on each flavor’s package that sets it apart in the booming energy drink category. Monster is completely clear on their positioning and audience- energy drinks for extreme sports enthusiasts (young males), and their on-package story speaks to this lifestyle.
Here’s the story on the Monster Khaos product: “Our Pro Athletes are always looking for an edge, so when they’ve got an idea we listen. After months in the lab we perfected the “Juice Monster”. We started with our original Monster flavor, mixedin a killer combo of natural juices, then powered it up with the full load of our energy blend and stood back. It’s Alive. Monster Khaos, an insane Juice-Monster hybrid bubbling with the great Monster taste and the big bad buzz you know and love. 50% Juice – 100% Monster.”
The story clearly speaks to health-conscious athletes looking for a pre-workout pick-me-up. Monster smartly carries this conversation on through its website and social media channels to develop a lasting relationship with its loyal fanbase.
Heritage stories are based on function and factual history. They are often told by longstanding, legacy brands to explain how a specific product will make your life easier, more efficient or better in some way.
A great example of heritage storytelling is found in Kleenex® tissue. Their brand story is told like a chapter out of a history book on their website:
“In 1925, the first Kleenex® tissue ad appeared in the Ladies Home Journal as “the new secret of keeping a pretty skin as used by famous movie stars…” Soon, ads were in all the major women’s magazines like McCall’s, Good Housekeeping, Harper’s Bazaar, Vogue, Cosmopolitan and Redbook…”
The story clearly speaks to a loyal consumer looking for a product they can trust. Kleenex carries this conversation on through its promotions, even letting consumers design their own box of tissues on their website. Even the names of their products reflect direct benefits like Everyday Tissue, Anti-Viral and Ultra Soft.