Brand Storytelling Fail: When 'Our Story' Isn't Really A Story
Storytelling is a powerful tool that brands use to connect with their audience. However, not all stories are told right, and sometimes, a story isn’t even a story at all. Today, I want to share with you a classic example of this, showcasing a missed opportunity that left me wondering about the art of brand storytelling.
A Tale of Kombucha
A few weeks back, I chanced upon an Instagram reel that I had posted, which showcased a kombucha can my friend was sipping. The can boldly claimed, “Our Story”. But when you read ahead, it didn’t narrate any story. Instead, it boasted about the "freshest wholesome ingredients" and a "memorable drinking experience."
Digging Deeper
But there’s more to this narrative than what meets the eye. Later that day, my friend revealed something intriguing. She bought the kombucha from a farmer’s market where the seller narrated the heartwarming tale of a local, female-founded business. My friend, not even a fan of kombucha, was sold solely by the authenticity and warmth of that story.
But guess what? This captivating story was nowhere on the can. Neither did their website share this tale. The 'About Us' page gave no hint about the passionate woman behind this brand. This begs the question: Why wasn't this enticing story part of their brand messaging?
The Power of Authentic Stories
There are two significant takeaways from this kombucha saga:
Words Aren’t Always Stories: Just slapping “Our Story” on a label, slide, or webpage doesn't convert the subsequent words into a gripping tale. Crafting a story demands effort and a genuine narrative.
Stories Are Closer Than You Think: Often, brands have touching stories they tell informally, not realizing their power. Like the story narrated at the kombucha stall – such narratives can drive sales and loyalty. Yet, when transitioning to formal platforms, these tales are left behind.
Brands often underestimate the quality of their storytelling. If you're seeking your brand’s story, sometimes it might be right under your nose.
Your Storytelling Homework
I encourage you to:
Audit places where your business claims “OUR STORY”. Evaluate what follows. Is it genuinely a story or mere words?
Reflect on moments when selling felt effortless, and yeses flowed naturally. Did a story facilitate this smooth transaction? If so, integrate that story into other facets of your brand.
To wrap up, if you stumble upon a brand acing their storytelling or faltering like the kombucha example, do drop me an email. Stories, good or bad, offer invaluable lessons. And I am always eager to hear the tales you have to share.
