There is no denying that there is real power in emotional marketing or advertising. Whether you are trying to invoke a certain feeling in association with your brand or a certain product, the technique is still the same. Being able to invoke strong emotions and feelings in your target audience or market clearly matters and is an effective way to create brand loyalty and foster a deeper relationship with your intended audience. That said, actually being able to accomplish this involves more than some sad music or a possible “sob story.” Instead, there is a clear formula for sparking emotions online via your brand story.
Catching All the Feelings
For starters, different emotions and feelings invoke different responses from consumers. For instance, when the overall message is positive or invokes happiness, people are more likely to share such things online. In contrast, when you invoke a negative connotation or sadness, people are more compelled to click whatever it is you are trying to show them. Thus, it is imperative to know exactly what your goal is. Based on these two feelings or emotions alone, if you are trying to increase brand awareness, you may need a happy message. Then again, if you are trying to attract your current audience’s attention, surprisingly, a less positive message may help you accomplish that. As a result, the first thing you need to do to spark emotions online by using your brand story is to figure out your end goal and create an effective “why your brand” statement.
Highlighting Internal Stories
Once you have figured out your end goal and created your intended brand statement, you can use that as the foundation to build your brand story (allows customers to gather all the facts about your company). Typically, by highlighting internal stories of how you came up with the idea for the business, where you plan to go in the future, and how you got to this point thus far all create that sense of loyalty as long as your brand story is authentic. Celebrating milestones and notable moments in a similar fashion also has the same effect.
Utilizing Powerful Visuals and Sound
Since we already know that people respond to powerful visuals in sounds, one of the best ways to highlight internal stories is by sharing personal facts or tidbits about the business, the owners, etc. Thus, sharing personal stories and business/brand anecdotes online via your social can help you build a real presence and reach as many people as possible. The good news is that you can do all this and more by sharing old videos. In this instance, old videos are likely not something you have on your smartphone, a DVD, or an easily accessible hard drive. Therefore, you will probably need to digitize them first using Windows or PCs and Macs’ appropriate software. Once digitized, you can place your emotion invoking brand story on your social media accounts and remember to promote, promote, and then promote some more.
Motivating/Encouraging Customers Participation
It is also beneficial to encourage your customers to participate in the story. Usually, this is done by customer testimonials, which you can incorporate on your social media account and website.
Completing Your Thought-Invoking Brand Story
Lastly, to complete your brand story and achieve the desired response you were hoping for, you need to keep your overall message as authentic as possible. This could very well mean that you refrain from editing, censoring, or deleting anything. This may sound a tad unrealistic, but you really want your brand story to speak for itself. Moreover, you want your consumers or intended audience to feel like they actually connected with you instead of being force-fed your message. So, remember to keep it simple and real so your audience can visualize and feel the roots of your brand.
A properly executed brand story can do wonders for your company/business and can help to increase your bottom line. As a result, you need to take the overall process of creating and authenticating your message seriously. Finally, though, it may be tempting to spin the truth a little or add a more polished look to your online video/story, especially when you do not have an in-depth backstory just yet, but do not do it. At the end of the day, your brand story is the closest your consumers may get to have a one-on-one dialogue with the creator/mastermind behind the brand.