Storytelling Is A Systematic Project &Nbsp; How To Build Clothing Brand?

In this era, the road of brand building is not only to produce material products for people who need it, but also to give spiritual wealth to those who have dreams.

Brand is a story.

An ugly British woman divorced from a marriage with a child, mainly living on a low security basis.

An occasional inspiration made her start writing.

Today, she has earned more than 1 billion dollars in royalties, higher than the queen of England.

The royalties she earned exceeded the total income of all writers in history.

Her book printed 350 million volumes, second only to the Bible and the anthology of Mao Zedong.

Her name is J.K. Rowling, and her series of Harry Porter is just a story of the growth of a young wizard.

Why are people obsessed with brand names? Because the story behind a famous brand is a moving story. If you want to create a famous brand, you will become a good storytelling expert. The story can achieve brand value and also spread brand value. Its beauty lies in the fact that people can easily realize their dreams, even if they just feel.

Stories are related to the success of a brand, especially in this age of scarce attention.

In this era, the road of brand building is not only to produce material products for people who need it, but also to give spiritual wealth to those who have dreams.

The legendary and moving story produced by the brand in its birth and development can also make the consumers easily remember and actively spread, thereby strengthening the good association of the brand.

"Zi Bao" tells the story of the product, which is the story of a lighter and countless American warriors. As a result, countless men with warrior complex take "treasure" as a carry on thing. "LV" tells the story of the growth of an enterprise, that is, a story of a small leather worker who becomes a favorite of the royal family and then is supported by the masses. So many people who yearn for honourable people spend a lot of money on it. "Levi's" tells stories in advertisements, that is the story of a sexy man and a beautiful woman wearing "Levi's" jeans.

As a result, fashion designers say that there is no Levi's in wardrobe, so don't talk about fashion with us.

"Brand story gives the brand vitality, increases the feeling of humanization, and integrates the brand into the life of the customer."

Because people are attracted to reality, truth is the secret of success of real brand.

Brand expert Du Na E Ke NPU said.

At present, all kinds of brands and fashionably keep playing with our nerves in the urban jungle where human beings live in reinforced concrete.

This information flow may be a patch advertisement in "if you are the one". It may be Lin Chiling running on the bus stop sign that you have never seen. It may be a clover from the NBA playoffs. It may also be the technical note of Tianya community about 3G mobile phones. They influence and even determine people's buying behavior in the way of "moistening things without saying anything".

The information production of these nerves has formed a complete industrial chain and a large number of practitioners.

Advertising companies achieve the effect of consumer cognition through a lot of repetitive visual information; public relations companies enhance the brand's positive through various media publicity and government public relations, so that consumers with cognitive abilities can act; and event planning companies strengthen the relationship between brands and consumers through interactive activities.

To put it simply, this kind of communication executive agency passes brand information and brand story to the end consumers through various media.

Storytelling is a systematic project.

There is a trilogy on the creation of brand stories: first, create a clear and credible story according to the real situation of the company or organization; second, the story is created, and it must be elaborated in a convincing way; third, consistency is maintained when telling stories, and the story is told on every contact point of the enterprise and the audience, and the enterprise needs to practice it.

This is a very complicated system engineering.

First of all, you need to create a convincing story.

For example, the story of General Electric is to create solutions for the challenges facing the world; IBM's story is to help the world better run with forward-looking thinking; P & G's story is to improve the lives of consumers worldwide, not only now but also their descendants; Apple's purpose is to enhance people's lives with intuitive, concise and elegant design, and people around the world help the world better run to create lasting prosperity; Motorola solutions help people to do best at critical times.

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What do these stories have in common? They do not talk about their products for half a second, and they not only talk about themselves, but what I do and how to contribute to people around the world through what they do.

What kind of stories are convincing stories?

First, a story needs to be answered. Three questions must be answered.

First, what does our company do? What does our company represent?

Second, why am I different? Third, what is the use of my difference? What value is there? Great brands try to answer the three questions above in communication and two dimensions of behavior.

If you ask 10% of your staff, can everyone answer the above three questions in one or two sentences?

Do you think the best 10% of the employees are the same answer? If their answer is different, it will be bad.

Of course, convincing stories mean that they must be true stories, and they should not be fabricated.

Successful companies are successful because they do things in a particular field at least excellent, and every business or organization has something different. Your story must be at your selling point, but it must be true.

At the same time, telling a story is not only about what our company is doing, but also how our company contributes to others.

When we tell stories, we can't just say what we are, but also tell people why we do things useful and why employees think it is valuable.

For example, Intel employees, who used to tell people what we do, I told them honestly. The real story is that we should provide technology to define the future direction of development. The so-called product is just a helping speech. If you are a Intel employee, what kind of company do you want to work? Is it a company that only produces chips?

Of course, in the process of building your own story, you need to work hard every day. You need to see what kind of environment to compete with others, who your audience is, who are your target groups? What kind of capabilities do your organizations have? These three analyses overlap each other, and their answers constitute the central content of your story.

Telling stories, telling stories in a humanized way, but who should represent the voice of your company? This is very important.

Apple

Finally, the story we tell is vital, and it must be linked to people's lives, and it is very difficult to reflect on every contact point between companies and consumers.

Brand story can let the brand speak, bring the brand from the cold material world to a vivid emotional field, make the brand "moisten silently" quietly moisten the consumer's heart, so as to realize the enterprise communication imperceptibly.

Record and disseminate the legendary and moving story in the brand development process, and let it speak for the brand.