The narrative of your brand storytelling and messaging builds an emotional connection with customers and clients — and should not be overlooked. This is a powerful marketing tool you can use to differentiate your brand from your competition, and so much more. Once upon a time can grow a brand from a garage band to a full symphonic orchestra. From a video on a phone to a full-fledged blockbuster movie, and happily ever after.
Strengthening Brands Through Storytelling
Recently, two new clients reached out to us to strengthen and grow their brands. These two leaders — one a mid-sized manufacturer and the other a non-profit founder — realized their vision and mission weren’t being articulated strong enough. Their narratives were powerful, but were not being communicated in the most impactful way both internally and externally.
And these business leaders knew Front Porch Marketing would activate their superpowers to propel their brands to realize business results. These results included internal alignment, engagement, increased brand awareness and increased revenues.
Over the holidays, I was reminded of the power of storytelling by watching movies and listening to music.
Storytelling Connects Us Using Music and Movies
Courtesy of my daughter’s prompting, she and I enjoyed watching movies and listened to great music over the holidays, among other things. These experiences always remind me of the power of brand storytelling. And the success so many brands have had by doing it well.
Memorable Storytelling From Past to Present
“Let’s go to the movies, Annie,” to quote the great Daddy Warbucks. Growing up, my parents took me to musicals at The Muny and The Fabulous Fox in St. Louis, Missouri. One of the many shows I saw was Annie. My middle name before I got married was Ann. My mom thought it was cute to call me Annie any chance she could.
Wicked … the movie vs. the musical? From an early age, I was hooked on The Wizard of Oz. It could have been the ruby slippers. Who doesn’t love a good shoe? I cast myself in the garage version of The Wizard of Oz. I still can recall most of Dorothy Gale’s lines. But I had no idea what happened before Dorothy followed the yellow brick road. Whoa, there was a lot. And thanks to Wicked the musical I know the story behind the story. It was genius storytelling.
And, then came the movie this year. And it was only part one. Sign me up for part two right now. And kudos to all things Wicked the movie. The actors, the sets, the music. All of it.
Stories I’ll Remember From This Year
Red One, I thought it was brilliant. Who doesn’t want the Rock and that Captain America to save Christmas? An E.L.F. — Extremely Large and Formidable — operative joining with the world’s most accomplished tracker. As well as all the other special forces for the tooth fairy and other mystical creatures. To quote Jimmy Fallon, “Come on, bud.” So good.
And, the explanation of the North Pole? “Beam me up, Scotty.” The North Pole is a much cooler place than I ever imagined — such imaginative storytelling in this movie. The portals in the toy shop! I told Audrey I was going to start working at one. She didn’t think that was a good idea. And as far as Santa’s reindeer go, this is the only movie that I can recall that portrayed them so well. They are true forces of nature. That movie was a master class in storytelling!
Oh, and of course, Taylor Swift was a highlight of our holiday experience this year, again due to my daughter. She brought Taylor’s music back into my life. Also, thanks to my sweet girl, we have a forever memory of attending The Eras Tour in Miami, Florida. Um, excuse me for this but, “It was rare. I was there. I remember it.”
Telling The Right Story Endears Audiences
Taylor Swift is the GOAT of storytelling. She somehow connects with both an 11-year-old and a, cough, 50- something adult, in similar and different ways. Long live her words, music, talents, vision, inspiration and engagement. She is the epitome of bold, memorable storytelling.
If you are in doubt, listen to The Tortured Poets Department, which much to my daughter’s chagrin I sometimes call The Tortured Poets Society, because of my age (Dead Poets Society). I am sure the great Taylor Swift knows the magic of this movie, and realizes the impact that it had on a generation.
Waxing lyrical about brand storytelling and messaging through the lens of my holiday happenings seems like a great way to start the year on a positive note. I hope this idea of storytelling resonates with you too. If so, let us know. Or, share it with a business or nonprofit leader you know who wants to grow their businesses beyond a garage band.