Connected – The Story of Brands

http://newbrandstories.com/2012/11/08/connected-the-story-of-brands/

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.

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