Crafting Compelling Brand Narratives: Moving Beyond Trust Value

A travel agency, in its pursuit of brand promotion, continually emphasizes its 20-year establishment to instill a sense of trust. However, it later discovers that users are indifferent to how long the agency has been in operation, and this emphasis on trust doesn’t yield significant value. What can be done?
To address the “what to do” question, we must first understand the essence of the problem. Brand value is divided into two parts: trust value and emotional value. Both can influence consumer decisions, but their mechanisms differ entirely.

Example: Trust Value vs. Emotional Value

Consider buying a refrigerator. Amidst a market filled with various options, you decide to purchase a more expensive one from a well-known brand like Haier. Why? It’s for the “brand premium” – you willingly pay extra for trust.

However, with the advent of the internet, an unbranded refrigerator of equivalent quality but $500 cheaper can emerge online. Positive reviews motivate purchases, creating a symmetrical flow of good and bad information. Users can now rely on “word of mouth” for trust, diminishing reliance on brand.

The crux of this issue lies in the phrase “we’ve been established for 20 years.” This attempts to build “trust value” within the brand container, which is continually diluted in the era of the internet.

Does this mean brands have no value? Certainly not. While trust value may diminish, emotional value will become increasingly vital. Telling a compelling story that evokes strong consumer emotions, leading them towards the brand and product, may be an essential skill for all entrepreneurs in the future.

Concept: Brand Storytelling

Telling a powerful story, especially one that invokes strong consumer emotions, may sound easy but is challenging to execute. Today, let’s learn three methods for narrating brand stories.

1.Historical Storytelling:
If your brand has a rich and unique history, this is your most crucial source material.
Example: Coca-Cola, born from a pharmacist’s accidental mix-up, showcasing its century-long success.
2.Product Storytelling:
If your product is genuinely unique, delve into telling its story.
Example: Zippo lighters, known for surviving being swallowed by a fish and saving lives in Vietnam, demonstrating versatility.
3.Emotional Storytelling:
When lacking extensive history or standout products, tell a story that resonates with consumer emotions.
Example: A mid-life crisis narrative around a 40-year-old worrying about aging, countered with the inspirational tale of Chui Weng Chien, who, at 81, successfully started anew.
Application:

As a travel agency, you can adopt these storytelling methods:

1.Historical Story:
Narrate how, in 20 years, you’ve helped countless individuals fulfill their dream of exploring the world.
2.Product Story:
Showcase the uniqueness of your travel routes, emphasizing why your agency offers “travel” while others provide mere “tourism.”
3.Emotional Story:
Share a story that resonates with users’ emotions – the desire to break free from routine, to live a day immersed in someone else’s life.

In conclusion, while trust value may diminish, the power of emotional value is on the rise. Crafting and telling authentic stories that resonate with consumers emotionally will likely become a vital skill for businesses in the future.