I don’t know about you, but I became obsessed with the Netflix original series, “Stranger Things”. This phenomenon took me right back to middle school and every Steven Spielberg movie I have ever seen. Upon reading about the young writers who created the series, I happened upon this Spielberg quote that inspired them to write about the 80s, set in the 80s.
People have forgotten how to tell a story. Stories don’t have a middle or an end any more. They usually have a beginning that never stops beginning.
This made me think of a few things, one of which is our society tends to only celebrate beginnings. “Oh, you’ve started law school!” “You are writing a book!” “You have this new product!” In good ol’ fashion American Dream-esque pride, the beginning of something is lauded. But, are we doing a disservice to our brands by not telling a middle and an end?
Doesn’t a great story deserve to be fully revealed?
We may think telling a brand story about the end means an exit strategy. Not necessarily. And, though we may not know the end of our brand story, don’t we have goals for it? Isn’t that an ending of sorts? Can’t we at least develop a middle that keeps brand ambassadors engaged in lieu of a shotgun approach of .. “hey, look at this new thing!”?
I don’t have a specific answer that will fit all brands, but I do know that good stories need to be well told.
Think about our communication as a screen play. Who are the characters, what genre is it, what kind of people engage in this type of entertainment? Fully develop these story-lines, if even in your mind, and give your brand the life it deserves.
Are you posting in social media just to get your count up, to sell, to get in on viral trends? How does that really serve the story of your brand? Let’s say you’re a tourism marketing organization and adventure travelers are a prime target audience. Share stories (think drip story telling, not one blog post) about other adventurers. How did they hear about you? What struggles did they have to overcome? What was the lasting story that stuck with them?
Draw your listeners in and pretend this is your show….now howya’ going to get those ratings up? (^^,)