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Some of the stories brands tell are too focused on what brands want to project about themselves and their world, and not focused enough on first identifying the specific reactions they need to be eliciting from their audience. We advise brands to understand the 10 core elements of great brand storytelling, and to amplify reactions in brand storytelling, literally by wrapping a story around a response.

Storytelling draws people into the world of the storyteller

Here’s why brand storytelling matters. There’s no dispute that storytelling is a most effective mechanism for drawing people in. According to this article in Psychology Today, “the reality is that we’re hard-wired to find emotional stories with a strong narrative arc seductive”. In fact, psychologist Dr Uri Hasson and his team at Princeton University have found that when we’re listening to an engaging story, the response patterns in our brains become markedly similar to those of the story-teller’s. “In effect, you’re literally getting on the same wavelength as the narrator …”

So brands that can understand brand storytelling and encourage buyers to react in ways that feel most ‘right’ for them are likely to be the brands that consumers feel closest to. Those reactions then need to carry right through to the brand experiences people receive. In fact experiences should amplify reactions in order to lock in brand loyalty and repeat purchase. That said, as more and more brands look to gain an emotional response, brand storytelling is becoming more competitive – and, at the same time, less owned. Here are 8 types of brand stories you will need to keep an eye on.

Wonder as a benchmark

By way of example, Disney tells stories filled with magic. It does this in order to generate a palpable feeling of wonder from its audiences. As a result, wonder is the benchmark reaction for Disney. A Disney story, film or experience that does not generate wonder is off-brand.

But there’s an ongoing challenge for Disney. As consumers become more accustomed to seeing and experiencing extraordinary things the bar for what generates wonder continues to rise. What was wonderful in 1955 was a lot less demanding, technically and experientially, than what audiences require today to be wow-ed. Which is why of course brands like Disney need to continue to evolve their stories and their experiences. The reaction may not change – but the requirements to achieve that reaction probably will.

Further reading: Why linking strategy, culture and stories matters

5 ways to amplify reactions in brand storytelling

So what sorts of reactions should brands be looking to provoke and amplify through their storytelling today? This article by Hazel Barkworth alludes to some of the best reactions to amplify for consumers in the years ahead:

1. The opportunity to feel involved – according to Barkworth, consumers are moving beyond single touch point experiences. They now want “powerful story worlds with multiple strands of narrative on multiple platforms”. Effective stories amplify reactions.
2. The opportunity to feel efficient and organised – consumers want to feel smarter. They want to feel things are going faster and that they are being more responsible. The wish to have more is being replaced by a desire to see that they are getting more. More done, more quickly.
3. The opportunity to be creative – with the advent of technologies like 3D printing, Barkworth says, “Soon everyone will be a manufacturer, able to create what they want, when they want it.”
4. The chance to feel pampered – escape will look more and more inviting and luxurious.
5. The opportunity to feel they are doing something meaningful – People want all aspects of their lives to be rich and full. They want to be able to derive depth and meaning from the things they choose to do. They want to hear stories they are inclined to believe. Brands will compete on their ability to deliver on the intensity of response that consumers crave.

Next steps

Does your story make people feel one of those ways? Perhaps it provokes a different reaction, but one that is just as strong, distinctive and personalised? Because if it doesn’t, what’s it doing? If you’re interested in understanding brand storytelling and unlocking a competitive brand story, let’s talk about what could work for your brand. Please contact us to make a time to chat.

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Photo by Xavi Cabrera on Unsplash