Sep 7, 2023
Welcome back to another engaging edition of Random Thoughts. In this week's installment, we dive deep into the captivating world of branding. As the digital landscape continues its rapid evolution, it's abundantly clear that traditional branding strategies no longer suffice in forging the profound emotional connections vital for brand loyalty. This post dives into the very heart of the matter, exploring effective methods to create emotional bonds with today's digital-savvy consumers.
Gone are the days when content was spoon-fed on a schedule. With platforms like YouTube, Netflix, and Disney+, consumers now indulge in personalized, on-demand content anytime, anywhere. While reaching your target audience has become more accessible, the primary challenge for brands is crafting advertising content that rises above the digital noise to establish emotional connections. The days of 15 and 30-second ad formats have lost their effectiveness, even when force-fed to consumers. For instance, consider the YouTube experience, where unavoidable ads interrupt your viewing. I personally find myself subjected to the same ad repeatedly, and it's more annoying than impactful. Any chance I get, I would skip it. Despite vividly recalling the ad's content (which repeated exposure would achieve), I feel no compulsion to purchase the advertised brand.
However, brands need not despair, as there exists a more potent method to connect with customers without risking annoyance—storytelling. This marketing approach centers on sharing a genuine and touching narrative behind your brand, which can effectively foster emotional connections and cultivate the sought-after brand loyalty.
Take, for instance, the startup I've been closely following, Mous. On the surface, they appear to be a run-of-the-mill tech accessories manufacturer, specializing in mobile phone cases. In a category like this, sophistication is limited, and there's little to showcase in terms of product functionality. Initially, Mous promoted its top-tier phone protection, producing videos of iPhones surviving falls from great heights, even being dropped from helicopters thousands of feet in the air. On the surface, this seemed like a winning strategy. However, in reality, the company received virtually no customer orders. What went wrong? It seems they hadn't conducted thorough customer research. For mobile phone cases, protection might be the major benefit sough after at the beginning, but it has now moved to the point where it is a fashion statement and aesthetics matters much more. No matter how robust the case, if the design isn't appealing, it won't sell.
Mous teetered on the brink of bankruptcy but chose to persist. In a turning point, they have so much video footages documenting their company's journey, from its humble beginnings to its present state. They decided to craft a compelling video of it—a form of storytelling. When they released it, they witnessed a growing fan base that soon became loyal customers. Within a remarkably short period of time, they went from zero orders to tens of thousands, all because their story—an underdog startup overcoming obstacles—inspired their audience.
Even I, a seasoned marketer, am touched and inspired by their story. The impact of watching their story unfold once far surpasses that of encountering a repetitive 15-second ad hundreds of times. Exposure to their story just once had me not only remembering their story, including all the messages they want me to remember about their products, and as importantly, with a strong urge to support their company by buying their products. Which a brand that had me watched their 15 seconds ad hundreds of times couldn’t do.
This form of storytelling is one every brand should endeavor to create. However, remember that it must be genuine and reveal the human side of your brand. It shouldn't be a run-of-the-mill company bio (when you started, product launches, and your aspirations). Instead, it should be a deeply moving human story found within your organization. Start from within; engage with your employees, inquire about their personal experiences with the company, and perhaps you'll uncover a narrative that resonates profoundly with your audience.
Well, that's all I have to share this week. Once again, please follow us on our LinkedIn page for more, we constantly post about different things. Who knows, you might find some of them surprisingly helpful. Have a fun read!
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