I/ Brand story
“Developing the content in our content marketing
strategy is developing the stories of us. It’s the big ideas that we represent.
It’s the differentiated experiences we want to create. It’s what we REALLY do
for a living.” – Content Marketing Institute
A brand story is made up of facts, feelings and
interpretations, which implies that part of a story is not told by companies,
but by stakeholders.
“Brand stories are not marketing materials. They are
not ads, and they are not sales pitches. Brand stories should be told with the
brand persona and the writer’s personality at centre stage. Boring stories
won’t attract and retain readers, but stories brimming with personality can” –
Susan Gunelius.
“The best brands are built on great stories” – Ian
Rowden, Chief Marketing Officer, Virgin Group
Words and visual have to be coherent together (package
design, website, blog theme, catalogue with compelling words).
A product should never be the main character of a
brand story. The most powerful stories are human, they illustrate how a company
responds to an obstacle, the product is just the tool used to overcome it.
Trigger
10 last posts:
- An
offer of 5€ (Mammuttimainen)
- Self-portrait
stamps
- Bring
new pieces of furniture
- Meeting,
free coffee on Sunday
- Artistic
stamps
- 100th
birthday
- Stamps
roller
- Artistic
price for stamps
- Three
means to send a postal card
- Newspapers
and letters distribution
II/ Storytelling
- Beginning:
Explain the problem
- Middle:
Describe how you solved it
- End:
Success it produced
The ending should suggest the beginning of success.
Storytelling is the evolution of an entity told with personality
An article from New York Times said “It’s
been called a strategic tool with ‘irresistible power’ by Harvard Business
Review and ‘the major business lesson of 2014’ by Entrepreneur magazine. What
exciting new 21st-century technology is this? The age-old art of storytelling –
something humans have done since they could first communicate."
Companies try to differentiate their brand by
producing trust and developing a strong relationship with their stakeholders.
Thus, when your story connects with the target customers, you build trust.
Personality provides reality for customers to trust.
Stories have an impact on customers’ brain, making
them feeling commitment and interest.
III/ Community management in brand building
The role of a community manager is to manage different
social media channels for a brand (creating content to post, creating a defined
strategy for each social media
3 C’s (conviction, collaboration, creativity)
They engage customers by responding to their queries
and comments, they facilitate conversations, manage complaints, boost awareness
for a brand, plan meetups
Trigger
On Facebook, Posti only posts comments about stamps,
art and a last-minute offer on stamps.
Posti should try to avoid focusing on stamps and
should talk more about its relationships with customers, and what the increasing
prices imply in matter of added value for customers.
IV/ Brand stories
V/ Building the brand in social media
It is important to be active on social media so as to
create a brand that lives in a public social consciousness. Extracts, anecdotes
are retweeted, liked and explained.
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