Storytelling is central to branding.
Why do brands succeed or fail to connect with their audience?
To be certain you will connect you need to consider the five levels:
Level 1: Reciprocity, drive and enthusiasm
Level 2: Inspiration, persuasion and motivation
Level 3: Trust and authenticity
Level 4: Choice and freedom
Level 5: Happiness
Great brands can build stories moving the customer through all five levels.
Level 1: Stories of what the company gives to the customer how it makes the customer feel. What we give.
Level 2: Stories that describe effect of our brands on our customers. What we create.
Level 3: Stories of the company or brand philosophy behind the brand. What we become known for.
Level 4: Stories that customers tell about purchasing or acquiring the brand. What customers get.
Level 5: Stories that customers tell of using the brands. What customers want.
You must go through these stories in order to produce trust.
Stories that motivate , inspire and persuade people are important. You can’t create trust and authenticity without desire!
Lastly its been well-studied that people become givers through reciprocity, giving without expectation of receiving. The enthusiasm crafted in level 1 that creates the drive and reciprocity is essential to gain access to people minds.