Dispelling the Myth About Storytelling Marketing

storytelling marketing luxury brands

In the example below, we see Dior showcasing it’s rich history and some important milestones along the way.

This is storytelling marketing – dispelling the myth that storytelling marketing needs a hero (your customer), a trusty guide (you), and an evil villain (some pain point).

It sounds nice, and it’s often repeated, but it’s not true.

Storytelling marketing is one of the most misunderstood areas in marketing. You will often hear people parrot back something they read or heard on a podcast about how your customer is the hero, you are the wise mentor guiding them through their journey, and the villain is some pain or obstacle they are trying to overcome.

This is a nice and neat definition, it’s easy to remember and you may sound like you know what you’re talking about if you repeat it.

The reality is, show me an example anywhere of a successful marketing campaign or messaging that followed this framework.

What is Actually Storytelling Marketing

Storytelling marketing is any narrative (beginning, middle, and end) device used to convey information. It could be – here’s our story, here’s why we made this, here’s how our thing is assembled, here’s why our thing is better, here’s an unboxing of our thing, here’s a before and after of our product or solution, etc.

The goal with storytelling marketing is to better explain or demonstrate something, build affinity by aligning with your customers’ values, make your thing easy to remember and repeat, provide some education, inspiration, or entertainment, etc.

Examples of Storytelling Marketing

While not an exhaustive list, you can start to see how these examples are a more effective way to think about adding storytelling into your brand. 

  • Customer Testimonials and Case Studies: Sharing the journey of a customer who used your product or service to solve a problem or achieve a goal.

  • Behind-the-Scenes Stories: Providing a glimpse into the day-to-day operations of your company, showcasing the people and processes behind your brand.

  • Origin Stories: Detailing how your company or product came to be, including the challenges faced and overcome along the way.

  • Success Stories: Highlighting significant milestones or achievements your company has reached.

  • User-Generated Content: Featuring stories or content created by your customers, showing their real-life experiences with your product.

  • Mission and Values: Narrating your company’s mission, vision, and values, and how they guide your actions and decisions.

  • Event Coverage: Sharing the highlights and key moments from events your company has hosted or participated in.

  • Social Impact Stories: Showcasing your company’s involvement in community service, sustainability efforts, or charitable activities.

  • Product Evolution: Explaining how your product has evolved over time, including updates, improvements, and new features.

  • Collaborations and Partnerships: Telling the story of collaborations with other brands or influencers and the outcomes of those partnerships.

Why is Storytelling Marketing Effective?

👉 Because stories stick.

👉 We are conditioned to want to consume stories in their entirety.

👉 Our brains are equipped to remember stories much better than a list of facts and features.

👉 Stories help us build affinity, connection, and trust.

👉 We like to share these stories with others whenever we buy things we’re proud of.

👉 Stories help us align our values to a brand so we aren’t just buying products, we’re joining tribes.

Storytelling marketing is often used by luxury brands who have a long legacy. In this case, LVMH / Christian Dior Couture.

This four panel carousel advertisement tells a story of the evolution and legacy of a bag. Legacy and craftsmanship are two key components in luxury marketing.

Storytelling Marketing in Action

Louis Vuitton – they tell their story about a humble boy from a village in France who showed an aptitude for craftsmanship at a young age and began working as an apprentice in the box-making and packing industry.

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