How to write a brand story?

Absrtact: How can the concept of a brand become a popular myth, a fable of everyone? This not only requires the brand ambassadors to consistently convey the brand story, but also the market impact of the understanding and promotion of the brand can be surrounded by

How can the concept of a brand become a popular myth, a fable of everyone? This not only requires the "brand ambassadors" to consistently convey the brand story, but also the "market impact" of the understanding and promotion, in order to be "brand crowd" people accept and embrace.

Doug Stevenson is a storyteller, he was an actor, and now he is a professional brand story trainer who teaches business executives and marketers how to create and tell a brand story. Many of the great brand, personalized brand, are telling the story of the Master brand. Generally speaking, the main purpose of the brand is to use the emotion and relevance to link enterprise product services and consumers, creating a fascinating, enjoyable and unforgettable consumer experience. In the Enterprise brand development strategy to add the principle of storytelling, can make brand building more effective.

Many brands have a good story-their history, what they are doing, and so on-but they have not succeeded in delivering brand stories consistently to consumers at all points of contact between brands and consumers. This article introduces 10 successful companies that tell the story of a brand, from a variety of industries to some business-to-business enterprises. They all have something in common: The brand story is very clear, the brand characteristics are very distinct, use multiple channels to spread their own brand stories.

Of the 10 brands introduced, the top five consumers are very familiar with the multinational corporate brand, their consumer groups are relatively wide, marketing costs are also more; the latter five are small and medium-sized enterprises brand, they use limited resources, by telling the brand story of the way to achieve market success, so more useful reference.

1. Apple Computer-a religious identity for creative and rebellious brand culture

Apple is a maverick, unconventional company from the start, and the CEO and spokesperson of Apple's computer are often seen as a dreamer. Apple's products always represent "cool" and innovation, causing shock in many PC products.

The trendy environment of Apple's retail outlets and stores has further enhanced the brand's creative and rebellious branding culture, and the introduction of ipods and itunes products has pushed this culture to its fullest. The brand culture of Apple Computer has many characteristics of religion.

2. Southwest Airlines-delivers casual, enjoyable and unfettered brand ideas

32 years ago, Rollin King and Herb Kelleher two young men together and decided to build a different airline. Their concept is simple: deliver the passengers to their destinations at the cheapest price. Because of the timing of their entry into the market, the Southwest Airlines brand story has become a business legend.

The small Texas airline has grown into one of the largest airlines in the United States, but the company's brand philosophy has not changed, and is still casual, enjoyable and unfettered. Southwest Airlines employees have been delivering this brand idea to consumers.

3.aflac--makes ducks a symbol of popular culture

Aflac is an insurance company that specializes in outside sales, with most of the company's operations concentrated in the US Georgia Columbus and Japan, which are hardly known outside the two regions. And 2000 years later, it seems like all the people know Aflac, now Aflac in the U.S. consumer brand awareness has reached 90%.

All of this is due to the Ducks who want everyone to know who they are and who are endlessly screaming in TV commercials. The white duck with a bright yellow mouth and a blue blouse does nothing but scream, and the Aflac company makes its debut in all TV commercials, print ads, charitable activities, product placement ads, and it is now a symbol of popular culture.

The duck has increased the company's sales in the United States by about 30% per cent, and "Without this duck, it's hard to imagine." "said Dan Emos, CEO of the company.

4.The Container store--to provide simple and high-grade home environment responsibility

The story of the Container store is to provide consumers with a more concise and high-grade living environment by classifying and cleverly storing household items. The brand has been conveying a message to consumers that a messy home environment is responsible for the lower quality of life. The Container store has not only created a very bright and tidy shopping environment for consumers, but has been selected as one of the best corporate employers in the United States.

In order to make customers more satisfied, the Container store staff mobilized all the enthusiasm, creativity and insight into the customer service. To maintain employee motivation, the Container store pays 50% per cent higher than the industry average, and employees must receive 235 hours of product training in the first year, followed by 162 hours of training each year, much higher than the average 7 hours per year in the retail industry.

5. Yinhai Cruise--the fashion that will travel around the world and become luxurious by cruise ship

Silver Sea cruise ship for seven consecutive years by the world famous Travel magazine Conde Nast Travler readers selected as the world's first top cruise ship. The Silver Sea cruise has hired "fashion" and "Vanity Fair" of the Queen photographer Fabrizio Ferri and supermodel actress Isabella Rossilini as the brand ambassador, for consumers to perform a luxurious travel, exotic and elegant taste of the story.

The brand story of the Silver Sea cruise is more than just a simple celebrity endorsement. Isabella Rossilini and Fabrizio Ferri travel on a Yinhai cruise, and their experiences and photos are widely advertised in various fashion media, making it a luxury fashion to travel around the world in Yinhai cruise.

6.Kimpton group--dote on consumers

"Every hotel has a story" This is Kimpton group's slogan, the hotel and catering group is definitely a storyteller. Bill Kimpdon, founder of Kimpton Group, believes that every traveler has a sense of insecurity, and the Kimpton Group's brand philosophy is based on that.

"The hotel should try to lighten the sense of insecurity and loneliness of travellers and make them feel warm and comfortable." "Now, the Kimpton group's brand idea is to spoil consumers and make them feel at home." Kimpton Group's hotels are from the city with a European style, a long history of the building modified, the room decoration very attention to detail, as far as possible to make consumers feel familiar and relaxed.

7.Startup nation--tell stories about their experiences

Startup Nation is a nationwide radio program set up by business management expert Jeff and Rich brothers. Jeff and Rich brothers themselves are successful venture capitalists and entrepreneurs, and their own experiences tell the story of a startup vividly.

According to the survey, 67% of Americans have the idea and desire to start a business. As a result, Jeff and Rick have opened Nation radio to help people start their own business, and the success of the two brothers is taking advantage of this entrepreneurial passion.

8. Mark Warner Holiday Company--you play, I'll see the kids.

Mark Chitti, a 20-year-old ski enthusiast in 1974, rented a mountain lodge in Verbies, Switzerland, and persuaded friends to pay a rent. Now, the Mark Warner Holiday company accepts 60,000 visitors a year, with sales of about 40 million pounds.

The brand story of the Mark Warner Company is that middle-class professionals in Europe can enjoy a relaxing holiday, while they take care of their children while skiing or surfing. Mark Chitti said: "I find it important for most middle-class couples to go on vacation with their children, and most children are more eager to play with their peers than with their parents, which provides services for children's clubs." ”

Markwarner operates 14 Swiss lodge hotels in France, Switzerland, Italy and Austria, and has also developed new resorts in Egypt, Dubai and Morocco. As companies look after their children, middle-class couples skiing in the Alps resort are able to spend a pleasant nightlife at the 10 bars and nightclubs managed by Mark Warner.

Mark Chitti admits that success in the leisure industry often depends on judicious speculation about how lifestyle changes will change consumer behavior.

9.exhale--Life Refuge

Exhale Leisure Group was founded in April 2003, now in New York and Boston and other locations have four branches, this year, exhale will also set up branches in major U.S. cities, this is a business miracle.

Exhale group's main business is the Leisure Spa, the company's founder, Annbeth Eschbach, has portrayed the brand as a haven for life, providing consumers with a fully relaxed, healthy and isolated environment. "I'm trying to tell my customers that a place that makes them happy from inside to outside is worth flying across the Atlantic, not to mention this place is in their city," Eschbach said.

10.Haberman & Associates PR Company--telling a brand story for others

The Haberman & Associates PR Company, based in Minnesota, is a PR company with a "telling the story" as a marketing tool. Company founder Fred Haberman said: "We are modern storytelling experts, our mission is to help businesses and individuals to discover, improve and deliver their brand stories."

Whether it is the original word of mouth or modern electronic means, the storytelling approach still follows those ancient procedures. This requires enthusiasm, creativity, and the integrity of the story, which makes the brand story more powerful. ”

2002, Haberman & Associates PR company planned the 75 anniversary of the Volvo car-"Volvo drives for Life" PR campaign. The event was finally held in New York Times Square to raise money for 100 charities and children with cancer, fully conveying the concept of Volvo's safety, life-loving and environmental protection. The event won the "Public Relations Weekly" "2002 Best PR Case" title.

Here are nine ways to think about the brand story of small knitting: