#storytelling – Inspirational Hub

How To Creatively Communicate Your Brand Promise

People are drawn to the luxury industry for different motives. The traditional luxury ambassadors hold on to the ephemeral feelings driven by the narratives touching on superiority and pride. Then again, the experience hunters are seeking personal connections in the brand’s promise to unleash their dreams. Last but not least, the hip netizens who are fuelling the luxury space are powered by stories and the purpose of the brand. They have leaped over from “what I have” attitude to the sphere of “Being.” More and more, the mindset is about “who I truly am” & “what I stand for.” They want to be rewarded by the legacy, the qualitative experience and most importantly the echo of self-identity.

With this mindset, the brand promise matters more than ever. From everyday luxury such as Starbucks to super premium brand SilverSea Cruise line or ultra high-end brands such as Graff, desires are stimulated by the strength, the reputation and the feelings tied up to the brand promise. Once developed and channeled into multimedia storytelling, the narrative must resonate with the personal branding of the luxury aficionados whether the futurists, rebels, individuality seekers or vanity driven groups. It should evoke an identity aligned with self-perception and aspiration of the customers.

Starbucks brand promise: “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”

SilverSea brand promise: Silversea’s small luxury ships are designed for those who delight in the thrill of discovery while indulging mind and body in the most lavish surroundings imaginable.

Graff brand promise: “The House of Graff stands for the finest, the rarest and only the very best stones.”

Recounting the brand promise is more than touching off swagger or reality-distortion but skillfully emulating personal achievements, memories, and traits. A compelling narrative taps into the subconscious reveals the not so perfect identities and connects with weird fantasies with no judgment. Interpretation of brand promise through unexpected whimsical campaigns to the unassuming rebellious image is all about keeping it “real.”

Here are some suggestions on how to bring your luxury brand promise to life and connect with the expressions of identities:

Observe many types of consumption to adapt the content. The how and where your audience garners and shares their personal information.
Feature desirable qualities even so with an honest portrayal of human behaviours and circumstances. Tiffany, the premier jeweller, designed the window displays of its 5th Avenue, in tribute to New York’s graffiti culture while adding a gutsy attitude insinuating that things can happen in real life.
Illustrate the concept of “who I am” and “what I stand for.” Luxury fitness brand Equinox voice not only a healthy luxury lifestyle but what gives meaning to life and what succinctly defines their customers.

Create stories that forge emotional connections and exhibit meaningful outcomes. Rolex “tell a story campaign” features excellence, history, perfection and keeps us engaged by relaying it’s ambassadors experiences and testimonials. Oscar-winning director James Cameron in a press release about the brand’s Academy Awards sponsorship said “A Rolex is not only a beautiful watch and a masterpiece of engineering, it’s very tough. It’s a watch that you can take into any environment and which can stand up to the pressure. So, what you’re saying subliminally to the audience is: that character can take the pressure, too; he or she has what it takes.”

Define the characteristics of your brand and align them with your storytelling. The unapologetic authenticity in the brand’s narrative is appealing and strengthens bonding between the brand and it’s customers. Tom Ford’s Limited Edition F*cking Fabulous fragrance branding, is a perfect example of blunt authenticity of the brand and Tom Ford’s edgy spirit.

Leveraging narrative to construct and associate values to the self-concept of the consumers needs to meet the expectations, perceptions and most importantly it must be consistent with your brand promise.

How To Bring Your Personal Brand Voice To Life?

In a previous blog post, I talked about how to define your personal brand voice and frame recognizable standards to create your brand story. In whatever field, your distinct voice, signature image and style determine your relationship within your circle or group, overall in society at large. Let’s expand our topic to the critical element of bridging your brand identity/voice to real life and social media.

Let’s start with your engagements through myriads of social media platforms. Generally, the nature of these mediums is spontaneous and fluid. Cultivating your personal brand voice on social media calls for identifying your tone, your language and your purpose. Creating contents that are authentic and endorse your brand voice; requires clarity, discipline and consistency. Blissfully once established, it takes away the distracting flotsam in your busy lives.

Sweeping through your list of what I am and what I am not, can be used to create contents that give a hint or a splash of your identity. It pays off if you have done your homework. For instance:

You prefer the visual appeal of Instagram to adapt your screenplay and engage with your friends or the public. You are an empathizer but not a sympathizer; you prefer soft rock & relaxing music but not techno; you love to read fiction concerning social issues not science fiction; you are an advocate for a specific cause, you love to eat french pastry, the list goes on.

Indeed, the efforts to define your personal brand voice gives you a clear idea to share images and micro stories that exhibit your opinion and position. Creating snaps, videos, tweets or pictures to showcase what matters to you; putting into words effective captions that firmly support your perspective; sharing your odyssey, together breath life to your brand.

Each medium evokes different experience and connection. Tapping into the most compelling one to convey your intentions, you need to tailor your brand story to fit. No matter what form you are using, there are few techniques that you can apply to stamp your brand story, whether through snaps, images, conversations or attire:

Show don’t tell: your choice of clothing, manner, your posture, your eye contact, your images, a piece of art, snaps or pins,… should be in harmony with your brand voice.

Serena Williams sleek feed on Instagram attest to her qualities and values.

Foreshadowing by giving hints and clues: your choice of accessories, food or wine; a quote or a proverb; building anticipation by composing contents that your circle looks forward to,…. are few tips to consider.

For instance, one accessory that reflects your character in an understated elegance is a watch. Let’s say; you are a sportsman, a thrill-seeker, drive a Porsche 911 and choose to spend a weekend in Circuit des 24 heures de Mans. Certainly, you wear an Omega wristwatch that communicates the style with power in a subtle way.

Appeal to senses: your choice of music to include in your storytelling; a description of a taste; narrating the mood,…. invoking a sentiment that one hopes for and allows your audience to relate.

Jess Hoffman snapchat account (@ChoosingChia) focus on wholesome plant-based ingredients. She shares the fresh produce that goes into her juice of the day, step-by-step videos of her favourite recipes.

Ability to find solutions: Be a thought leader by sharing your knowledge; talk about your experiences; be the expert on your topic of choice; tell what motivates you; your worldviews,….

Lewis Howes, an American author, entrepreneur, and former professional Arena League football player. He hosts The School of Greatness; a talk show distributed podcast. He makes use of his knowledge of marketing, product design and human behaviour through his online media company.

Set up a unified visual branding: this technique surely applies both to your social media engagements and physical attributes. Use of colour that matches your emotions and fonts that appeal to you personally. Be expressive and include a signature style to indicate your distinct voice.

Christoph Niemann Instagram account @abstractsunday is innovative and witty. His whimsical signature is apparent in all his visual storytelling.

We might not have the unique experience of cheering people up, influence, entertain, tell and hear stories around a campfire at all times, still adapting the same approach and emotions to our social and career networking brings our personal brand voice to life.

How to foster advocates and loyalists?

Generally, people are more inclined to engage with brands that are truly invested in improving social issues. They establish a meaningful connection when the brand’s voice provokes a conversation, signals ethical standards or involves their audience into cause activism. According to 2017 Edelman Earned Brand Study: ” Fifty-seven percent of consumers around the world will buy or boycott a brand solely because of its position on a social or political issue”. This means that a brand can prompt haters or possibly harness advocates by manifesting a point of view, taking a political stand or starting a dialogue.

For that reason, tapping into the subconscious of the belief-driven audience fosters loyalists. On that account, how to connect in a meaningful way? By creating:

Personal and relatable contents
Provoking a conversation
Activating sustainable solutions
Engaging your audience in shaping the social movement

Remarkably, each and every referenced approach that offers “empathy”, will be rewarded by consumers.

“People don’t always remember what you say or even what you do, but they always remember how you made them feel.” Maya Angelou

Be mindful and remember that Homo Sapiens appreciate being understood. For that matter, recognize the hurt, the desire, the need or the joy. Get to know your audience, send the message that “you get them” and initiate a memorable bonding. Your platform as an individual, profit or non-profit entity is not solely about growing your brand but how to make a difference.

Consider the shaping elements of good storytelling as a starting point:

What: is the topic, what has happened or will happen: be clear, focused and unveiled the matter. Be attentive, the spotlight should be on the issue not on your brand but your shared values.
Who: has been affected
Why: are you taking a stand: acknowledge the importance of the topic and the impact. Avoid mixed messages. Ask open-ended questions.
How: can you as a brand and belief-driven audience feed the beast, get involved and have an impact. How to convey your message: contextually or visually based?
When: the development speed of news, an issue or a talking point is critical in your communication
Where: does your audience absorb information?

The underlying emotion of empathy rooted in your brand’s voice and taking a position in life, strengthen your authority. Individuals with great personal branding such as Tony Robbins interact with their audience with stirring personal stories and the ability to understand their feelings. Brands such as Procter & Gamble, UNICEF tackling social issues or J. Crew blog post “How to get (and dress for) the job you want” are all about making life better for others.

Procter & Gamble’s thought-provoking ad called “The Talk” acknowledges biases and the challenges that black community experience as parents.

Or “thank you Mom, Winter Olympics 2018” video:

Unicef’s campaign, “It’s on all of us to stand up and speak out to #ENDviolence against children. Recognize it. Report it”, deeply disturbs and propels you to act upon.

Personal Brand Storytelling With Videos

How to connect with your online audience in 7 seconds? How do you bring about an emotive response in the cyber space? How the online surfers, viewers or fans will get to experience your feelings, your attributes by reading your “About” page? The moving pictures are the answer. Whether you are an executive, a consultant, an artist,… creating video bios will significantly prompt deep and meaningful bonding. Visuals with well structured script are memorable. You have control over the flow of information to illuminate professionalism, inspiration, empathy, creativity or any personal attributes that will assure a favourable connection.

“Your brand is a unique promise of value”. William Arruda

The essential elements in producing compelling video bios for your personal branding:

Script: Create a storyline that is relevant to your profession. Start with your brand attribute, the authentic quality that reveals your character and supports your intention & unique promise. An example might be that your brand is about helping others succeed as a consultant. Hence, that particular trait in your personal and work behaviour such as enthusiasm should be revealed in your script. Next employ your brand statement and weave a story that embodies your sensibilities, strengths and vulnerabilities. Account your experiences and challenges to toss in an intimate flavour to your content. Suppose you want to be regarded as an influencer, in that case you should give your perspective on a topic. For the most part, remember your written bio will list all your accomplishments however your visual motion should convincingly render abstract feelings apparent.

Visual Appeal: Check the Basic rules of design, provided by Canva to help you with the shot compositions of places, people and yourself.

The audio: Choosing the right music and narrating your story should be in harmony with your images and your intent. Websites such as: AudioJungle or Freeplay Music allow you to choose the appropriate background music for your video. As for the voice-over, make sure that is clear. Your tone and pace should reinforce the emotions that correspond with important moments or ideas.

Last but not least, emerging technologies such as virtual reality, 360-degree video and augmented reality allow viewers to experience the adventure and visualize your work. These immersive ways enable you to create notable and emotionally vibrant stories.

Five tips: For an Effective Awareness Campaign

How to run an effective awareness campaign? Regardless of the industry, your message whether rewarding or penalizing is to motivate your audience. The overarching goal of your communication strategy from achieving a social mission to other ends of the spectrum increasing investor’s wealth depends on your narrative.

From Prehistoric caveman to present day, we all need to connect, entertain or educate through storytelling. True, the means to disseminate stories have evolved and we have many options to connect with our audience, thanks to technology advances. However, the essential element of your story is to bind your vision to the expectations, emotions or aspirations of your listeners.

Here are 5 tactics to incorporate into your storytelling initiatives:

Clearly define the problem, the resolution and recognize the style suitable to unify the audience’s mind. Whether you are gushing hope or change, meaningful and authoritative communication will mobilize support.

Convey your story in a non-linear way to prevent passive consumption. By creating a coordinated multi-media narrative, you nudge your audience to share enthusiastically. Tying up your content across multiple platforms reinforces your message and the story takes a life of its own.

Repetition is effective because that it sways attitudes and fuels engagement. Delivering key messages in different context and multiple times, granted, will be received, will become familiar and gain traction.

Show people the roadmap or specify a timeline whether to prompt a one time action or spur a change in sentiment/preference.

Create a conceivable image and allow the audience to experience and exceed their expectations instead of introducing a Utopia leading to disappointment.

The manner you communicate your story is of the utmost importance. Creating a powerful narrative by producing a video, use of imagery combined with music amplifies key messages, persuades and makes it memorable to your consumers.