A brand is a story that we want to be part of.
Human beings connect with stories, with the stories we create either to better understand the reality in which we live or to unite around common goals.
Because let’s not forget that a brand is a shared fiction, a set of meanings and perceptions. Of course, behind that fiction there has to be a truth, a basis on which that perception is built because, if it does not exist, that image will quickly fade away.
Unlike traditional stories, brand storytelling does not have an end. Instead, brands evolve indefinitely. This requires constant brand building, a continuous dialogue with the consumer, and also a balance between flexibility and coherence that allows us to adapt to the new context without losing our essence.
On the other hand, social networks make it impossible to have complete control over the narrative of our brand. Today, managing a brand is not about talking one-way but about generating initiatives and actions that allow the public (external but also internal) to express themselves and, in some way, to make the brand their own. More than generating conversation and interaction, it is about co-creating the brand together with our audience.
In such a fragmented and individualistic society, consumers are hungry for inspiring stories that connect with their values and allow them to act on the world in their own way.
Narrative gives us the power to turn our brand into a motivation beyond the product or service we offer; into a state of mind that inspires a lifestyle. In short, to build coherent stories with our brand that excite and mobilise, allowing us to endure over time and become part of the collective imagination.