At the risk of sounding like a broken record, we often say that branding is storytelling. Every brand has a story – and it’s that story that needs to be realized and told in a compelling way in everything you and your brand does.
From how it communicates it’s message to the packaging of a product to the personality of your staff – every piece comes together to form something that evokes emotion and inspires action.
It may be cliche to use Apple as an example of masterful storytellers, but Apple lives in the hearts and minds of so many of us not simply because of the sleek, functional, and entertaining products they sell – but because of the world and day to day life they make possible for us.
Apple’s products inspire us to be creative. They allow us to do our best work. They entertain us. They build memories and bring people together (that is, when they’re not distracting from the world around us).
The new holiday ad from Apple (above) is brilliant storytelling. Watch it once – then watch it again. This powerful messaging that is relatable and evokes emotion is what effective branding is all about. It’s clear they understand the current environment (the holiday season) and more importantly, they understand the emotions of their audience.
Branding is storytelling. As we round out 2013 and move into a new year, take some time to reflect on the story you’re telling.