Editor's introduction: Brand marketing is not a short-term business. Only by carrying out long-term strategic planning, building up the brand's own values, and establishing a deep connection with consumers, can the purpose of conversion be achieved more effectively. In this article, the author summarizes the definition and construction strategy of brand narrative, let's take a look.
What is the highest realm of mixed rivers and lakes? Even if people are far away from the rivers and lakes, the rivers and lakes still have your legend.
That's the magic of narrative.
The same is true for brand management. Don’t use the thinking of product marketing for brand communication. Instead, think about how to build a brand narrative. Everyone knows that brand management is a long-term investment, but they often do short-term marketing investment with the mood of quick returns, marketing depends on the face, investment depends on the mood, and indignantly thinks: brand marketing is unnecessary!
Indeed, there is no need for brand marketing without long-term strategic planning, no need for brand marketing in order to spend the communication budget, and no need for brand marketing in order to constantly make more contributions! It's not that branding is useless, it's that your branding is really useless.
Stop these ineffective brand marketing! Think differently about building brand narratives.
1. What is a brand narrative?
"No matter how small an individual has its own brand", "think different", "Diamonds are forever, and one will last forever" is the brand narrative. "If all of Coca-Cola's factories are burned down, it will be able to come back to life overnight" "Tesla exists to land on Mars" This is the brand narrative. "NIO is a user-oriented enterprise" and "supporting domestic products to buy Huawei" are also brand narratives.
Xiao Seng believes that the brand narrative is based on the expression of strong viewpoints, and builds or shapes the brand's values, feelings stories, and belief consensus. This brand narrative will be condensed into a conventional sentence or even a word after being circulated. It is concise and clear, but rich in mapping. (MandCX), forming a broad consensus on brand value.
This kind of narrative will unconsciously affect people's views and decisions, and subtly guide people's behavior and evaluation.
The brand narrative is not aimed at commercial transformation, but is guided by the control of people's hearts and the purpose of brand value management. Specifically, brand narrative has two dimensions and three functions.
1. Two Dimensions of Brand Narratives
Brand narrative is to build a certain brand value consensus. This consensus is diverse and can be a certain brand value, a certain spirit, emotional story, social responsibility or corporate evaluation. However, from the perspective of narrative construction, But there are two kinds of space narrative and time narrative.
1) Brand space narrative
Spatial narrative is biased towards the narrative description of pictures, scenes, details, etc. This narrative is often vivid, can be quickly picked up, and is very easy to spread.
For example, in the narrative about Tesla mentioned above, what kind of company is Tesla? Not a new energy vehicle company, not a self-driving technology company, but a company trying to make money on Earth in order to go to Mars.
This is Tesla's value consensus, combining business activities with the great future vision of mankind, creating an infinite halo for the brand, making it the absolute leader of new energy vehicles, not only attracting a large number of high-income and knowledgeable people in the early stage It is sought after, even if it has stepped down from the altar and has mixed evaluations in China (MandCX), it is still really fragrant in terms of sales data.
There is also De Beers' narrative of "diamonds telemarketing list are forever, one is forever", which links diamonds with love, and explores the inheritance of diamonds, making diamonds a hard currency for harvesting love for a long time.
It can be seen that spatial narrative has more advantages in expressing the depth of space, but it also has disadvantages, that is, spatial narrative is easy to be distorted or misinterpreted in the process of circulation, which requires long-term value management by brands.
2) Brand time narrative
Time narrative is biased towards the narrative description of processes, nodes, viewpoints, etc. This kind of narrative is more linear or abstract, and often has the characteristics of the times or a strong emotional expression.
Take Apple's "think different" narrative as an example. When Steve Jobs returned to Apple in 1997, Windows computers monopolized the market, while Apple's market share was less than 5%. In this case, Apple promoted the values of think different, big brother. Being insinuated as a conformist and mediocre representative, he himself launched a challenge to this authority.
It accurately anchors