The person who is most distrusted in life is probably like this: at an age, he seems to be lacking everything, but he has nothing. Teach to be human.
Yes, a set of big principles, taught in minutes to be a human being, always makes people feel uncomfortable. Life is already difficult, why should I suffer from this kind of uselessness?
To persuade people, it is better to tell a story than to tell the truth. In fact, the same is true of brand marketing.
"I'm telling you", "Why not XX", "It's not good to do something", "Do you understand?" Talking about life, selling a daily necessities can lead to family harmony and happiness, oh.
No one likes being taught to be human! It is better to tell the story honestly than to tell the truth.
1. What is a brand story?
As soon as you hear the brand story, you are very conditioned to people, isn't it just the introduction of the brand on the company's official website? Which brand doesn't have a "story" yet? This is the embarrassment of the brand story at present.
The brand story, the story is the carrier, can trigger empathy and anchor cognition is the key.
The so-called brand story is not just a few static introductions lying on the official website, but it is easy to spread in the mouths of consumers. A sense of label and eulogy.
Brand stories are not limited to brand creation stories, founder stories, business stories, or product development stories, product craft stories, and major achievement stories, but also include stories between brands and customers, stories between brands and society, etc. The form of the story can be Said to be very rich.
Zhucheng has become a well-known "inspirational orange". It is precisely because it tells the founder's extraordinary entrepreneurial experience that the product is integrated with this inspirational spirit, and the product has been sublimated. Weilai Automobile is known as a user-oriented enterprise. There are stories of various car owners picking up the plane for Li Bin, the founder of Weilai, and buying breakfast. There are also stories of car owners chartering planes at their own expense to participate in activities, and volunteering to help with sales on the platform. These are all stories. The story telemarketing list between the brand and the customer.
No matter what kind of story form it is, a good brand story must be highly persuasive and persuasive, and can highly involve the target audience, stimulate their cognition, change their attitudes and decision-making, and convince them that your brand can improve their life may give them an unforgettable experience.
2. What is the use of brand story?
If it is said that reasoning is to convince people with reason, then storytelling is to move people with emotion, and because of the plot, scenes telemarketing list and emotions, stories are often more able to convince people and gain recognition. Brand storytelling is to put a gorgeous coat on brand facts, so that brand recognition is greater than facts, and enhance the cognitive effect of the brand.
Specifically, Xiao Seng believes that there are three reasons why brand stories can improve the cognitive effect.
1. Set a cognitive framework to enhance identification
It is difficult to persuade people to reason with the sense of preaching, and it is very easy to put on the line. The story is different. Through the story, you can quickly establish a communication context and logic, and pull people into the established thinking framework to think about problems and perceive information. It is to make people from rational to more subjective and emotional.
And the story usually relies on the ups and downs of the plot and abundant emotional narrative, which can enhance the persuasion unconsciously and achieve the effect of persuasion.
2. Optimize the facts and create a halo
Stories are not documentary, they originate from facts, but they are all based on merit.
This also means that although the story is not made up, it must be artificially processed. It will optimize the information of the basic facts, increase readability and improve cognitive efficiency, and make the information more story-like by creating a halo narrative. , to make the story more highlight.