In 2017, the CPG giant Procter & Gamble aired a commercial for their detergent brand, Tide. Titled "It's a Tide Ad," the ad brilliantly told a brand story in a way that captured the essence of what makes Tide stand out. Instead of focusing on the product's features, the commercial cleverly used humor and wit to portray Tide as an ubiquitous, integral part of clean clothing in every scenario imaginable [1]. This narrative not only boosted Tide's brand awareness but also solidified customer loyalty.
As a Marketer in the CPG industry, crafting your brand story is not just about telling people about your products; it's about connecting with your audience on a deeper level. Here are key strategies to tell your brand story effectively:
1. Define Your Brand’s Core Values:
A compelling brand story must be built on the foundation of your company’s core values. According to a study by Accenture, 63% of global consumers prefer to purchase products and services from companies whose values align with their own [2]. Therefore, clearly defining and communicating your brand’s core values can attract a loyal customer base that shares those values.
2. Emphasize Authenticity:
Authenticity is vital in brand storytelling. A survey by Stackla found that 86% of consumers stated authenticity significantly impacts their decision when it comes to choosing brands [3]. Genuine stories that accurately reflect your brand’s identity and mission can foster trust and loyalty among your customers.
3. Incorporate Elements of Storytelling:
A story is more than a series of facts. It involves characters, conflict, resolution, and emotion. Incorporating these elements into your brand story can make it more engaging and memorable. A study by Headstream found that if people love a brand story, 55% are more likely to buy the product in future, 44% will share the story, and 15% will immediately buy the product [4].
4. Use Customer-Centric Narratives:
Your customers should be the protagonist of your brand story. According to a report by B2B International, companies that prioritize customer needs in their narratives are 60% more profitable compared to companies not focused on the customer [5]. Hence, demonstrating how your brand can help customers overcome their challenges can foster a deeper emotional connection.
5. Leverage Multiple Channels:
The medium of your brand story is as crucial as the story itself. Research from MarketingProfs shows that using more than one channel in a campaign increases success by 24% [6]. Be it through video content, blogs, social media, or podcasts, spreading your brand story through multiple channels can enhance its reach and impact.
Procter & Gamble's "It's a Tide Ad" didn’t just sell a detergent; it sold a narrative that Tide is intrinsically linked to cleanliness in everyday life. By defining your core values, emphasizing authenticity, incorporating storytelling elements, using customer-centric narratives, and leveraging multiple channels, you too can tell your brand story effectively, thereby boosting brand awareness and customer loyalty.
[1]. Nudd, T. (2018). "Inside Tide’s Super Bowl Takeover, a Perfectly Executed Plan a Year in the Making." Adweek. https://www.adweek.com/brand-marketing/inside-tides-super-bowl-takeover-a-perfectly-executed-plan-a-year-in-the-making/
[2]. Accenture. (2018). "From Me to We: The Rise of the Purpose-led Brand." https://www.accenture.com/_acnmedia/PDF-90/Accenture-CompetitiveAgility-GCPR-POV.pdf
[3]. Stackla. (2017). "The Consumer Content Report: Influence in the Digital Age." https://stackla.com/resources/reports/the-consumer-content-report-influence-in-the-digital-age/
[4]. Headstream. (2014). "The Science of Storytelling." https://web.archive.org/web/20140302065434/http://brandstorytelling.headstream.com/
[5]. B2B International. (2020). "The B2B Customer Experience." https://www.b2binternational.com/research/services/customer-experience/
[6]. MarketingProfs. (2019). "Multichannel Marketing Statistics." https://www.marketingprofs.com/charts/2019/41050/multichannel-marketing-statistics-for-2019
