To many, Payless ShoeSource is the place for moms and low-income families to get cheap shoes. But for one day - under a new name and a fake brand created for this PR stunt - Payless became Palessi, the super-chic luxury shoe store only open to celebrities and fashion influencers. So, why did it work, and will the effect last long-term?
The key to making your website entertaining, educational, and engaging to read lies in incorporating just the right amount of brand personality to make it interesting. No matter who you’re writing to - whether it’s the CEO of a major corporation or a blue-collar warehouse employee - we’re all human and we want to be spoken to that way.
Your brand has a backstory, no matter where in the lifecycle it’s at. It’s that backstory that establishes the foundation for your brand story and tells your customer who you are and what you’re all about. Here’s how to write a captivating backstory that will provide the foundation for your brand and create a deeper connection with your audience.
Successful storytelling isn't just about keeping your mom awake when telling her about your day, it can also be used to help convince people to take a desired action.
The problem is, you're not going to be able to get anyone to take an action if your story isn't clear and intentional. There's a simple structure that will help every story you tell - whether it's in a blog post, on your service page, or to your mother - make a landing and be successful.
Storytelling is powerful because it allows you to put yourself in somebody else's shoes and see things from a different perspective than your own. Even though you may have something in common with someone, you have each experienced it in your own way.
We all have our own unique stories, backgrounds, and experiences. That's what makes us who we are and brings us closer together with those who resonate with them.
Today, the old strategies of bragging, over-promising, and pushing products are losing traction. Instead, as more consumers use ad blockers and ignore the ads they do see on a daily basis, marketers are turning to the tactics of effective storytelling to get their message across.
Storytelling brings your customer along on a journey to discover your brand - and therefore your product - rather than interrupts them. It also connects with them on a deeper level, making them more loyal and more willing to support you.
Beyond all that, storytelling shows the human side of your brand. Think about it; it's the oldest form of communication. Humans are built to tell stories and have been passing them from generation to generation for centuries. People buy from other people, so why wouldn't you personify your brand?
Your values make up who you are and what you're working to achieve while you're on this planet. They guide you through your decisions and act as a sort of barrier to make sure the work you do makes the kind of impact you want to see in the world.
If they aren't well-defined, it's impossible to find clarity in the decisions you make. You may find yourself working with the wrong clients, selling the wrong products, or simply making wrong decisions as a whole.
Having a brand without personality is like finding a shell on the beach. Sure, it's beautiful and you might want to look at it for a while - maybe even take it home - but, there's no living, breathing thing inside of it. Compare that to the experience of finding a shell with a hermit crab living inside of it, and suddenly you have a completely different experience.
As a business owner, you have all the power in deciding what your brand's personality looks like. While it can seem like an overwhelming responsibility at first, with the right strategy and tools in hand, it can turn into an exciting opportunity.