26 June 2009 8 Comments

Innovative brand story creation

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


brand-storybrand-story2For Africans, story, especially the moonlight ones, teaches a great lesson. Many of us who had the privilege of learning great morals from them really do cherish that age long stuff. Today, story is subtly getting out of our daily lives. For successful brands, their stories are important. The way the story is told is also a major factor in brand emotional connection with its audience.

Brand as we know is not just about logo. Branding is the full complement of residual impressions resulting from all the experiences associated with a product, services or company. Today brand can get it wrong by crafting wrong or non-appealing story. Great stories have certain fundamentals before it can stand out. Jerry Bader outlines the followings and I want each brand owners to view their brand stories along this pattern

1. The story line: This has to do with plots and how it moves the audience to become involved in brand’s journey

2. Hero: Your brand story must also show a hero who should be believable by the audience and who satisfies their subconscious needs. The brand hero should be able to attract them to your brand. The brand hero is the bass of connection

3. Villain: This represents the problem identified by the brand. The villain must also be real or perceived to be real. This must stand on the niche way of enjoying a fulfillment in certain area.

4. A change agent: The brand must represent this ability to bring necessary comfort, changes, and solutions to the identified problem.

5. A story formats that resonate: The story should have a format, pattern that must resonates with the brand and its audience disposition.

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