In this video we’re returning to the topic of brand storytelling, because I see that a lot of brands think that when they’ve solved a problem for their people, the story is done. But that can be a real mistake! Stories don’t end at the solution. You need to provide a resolution!
Brand Stories Need Resolution
The resolution is the happily ever after. In a romantic comedy they start with the “meet cute”, but they don’t end with the couple in love. It’s necessary, but not sufficient! The most satisfying endings show you their happily ever after. You smile when you get to see it all work out. On transformation-style reality TV shows like Queer Eye, the end isn’t the transformation. The end is seeing the people start living a better life because of that transformation.
You can see this in the most microcosm way in every food commercial ever. The happily ever after is that “bite and smile” shot. It’s not enough to just see the food looking all styled and glistening.We need to see people enjoying the food! Their lives are improved.The arc of a brand’s story ought to leave the people they serve in a happier place than where they began.
So think about that in the context of your brand. Are you ending your stories too early, without resolution? Think about paying off your benefits in a more satisfying way by showing the people you serve in your own version of happily ever after.
This video originally appeared in LinkedIn
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