How your brand narrative helps consumers see what you see.
Recently we spoke about writing in the 1st, 2nd and 3rd person for brand copy. Choosing which position to write a piece from is a form of grammatical perspective. But there’s also a narrative perspective for brands.
Someone Like You is a powerful song. If the kettle’s still not boiled, take a look again:
But imagine you’re the other woman. Not so powerful now, is it?
Who is this self-indulgent freak? Why does she keep coming round my house?
The song’s narrative forces our perspective, coerces us into feeling sympathy.
You can try the same exercise on any film or TV show with a voiceover.
Sex and the City. With Carrie’s manipulative V/O, it’s about a woman trying to make sense of her experiences. Without it, you’re watching a sociopath who values shoes over human life.
Making someone experience the world from a different angle is a great way to change their behaviour. And that’s the role of a brand’s narrative.
The narrative is just one element of your brand’s verbal identity. But ignore it and you leave consumers looking at what you do from afar. Get your brand narrative right, and your customers take a different perspective of your category. When they see what you’re seeing, when they see what you stand against, they’re more inclined to buy what you’re selling.
Here’s our earlier paper on brand narratives.
If you’d like to discuss this or if you’d like us to send you more insights into brand narrative, let us know. We like to talk. Please email Chris.