The Elements of a story consist of beginning, middle, and end. The set is the first element of the scene. Following that, the evolution of dynamic change develops conflict situations and establishes the story's progression scenarios. The conflict escalates but finally resolves, marking the end of the story. A brand storytelling content should include these elements :
- The hero who is a standard customer in a life journey facing challenges
- The relatability of the story. When a customer becomes part of the story, puts himself in the hero’s shoes, then responds to what the hero is confronting
- The authenticity that generates empathy
- Elements of a story setting where and when
- Curiosity, a reason to care or be curious
- A message of purpose and goal
- A plot of cascading events
- A conflict and struggles that reveal emotions or empathy
- A satisfying resolution ending and call to action
A brand storytelling that customers can relate to and that they can see themselves in will remain quicker in their memory than the story that starts with stats. A customer who may have a stubborn boss or face the same challenges with legal compliance might empathize with a hero who overcomes the same challenge or struggle. As a result, marketers should not rely on customers to comprehend abstract concepts and facts. Instead, they should tell the story of a similar person so the brain can visualize and experience the information vicariously. Relatability is essential when a customer puts himself in the hero’s journey with any story. Humans are programmed to respond to stories that they can see themselves in by default.
Elements of a Story - Toms Shoes Brand Purpose "One For One"
In his journey, the hero must undertake a conflict associated with struggle, risk, and danger to achieve a purpose he cares about to achieve the story’s goal. If a hero has no goal, no need, there is no reason to struggle or face the conflicts and no reason to confront risk and danger. The purpose establishes a hero’s story goal. The Elements of a story are dependent upon the hero. The plot derives from hero and struggle. The beginning, the middle, and the end are made to serve the hero’s needs, and the plot is the servant of the hero. The brand has goals that matter to the customers, and sharing these goals encourages them to engage with the brand to achieve and fulfilling the purpose. Passion must be the driving force behind the hero’s pursuit. The company solution must strive to make a difference for the customer, who is the hero of the story facing struggles and obstacles in his buying journey.
Blake Mycoskie Toms founder noticed the hardships encountered by youngsters growing up without shoes while traveling in Argentina in 2006. To aid, he founded Toms Shoes, a firm that would provide a new pair of shoes for every pair of shoes purchased to a kid in need. "One-to-One®. The firm was founded by Blake Mycoskie, and its mission and objective were summed up in three words: "One for One®." Toms Shoes concept and the product itself were copied by many competitors which lowered their prices and squeezed profits of Toms which eventually let creditors control the company and ousted the founder, Blake Mycoskie. The decline of the Buy-One-Give-One model at Toms after its early huge success is not related to marketing or branding, it is related to lack of innovation and rise of hard competition. The company did not invest in creating new products and remained static behind its successful Buy-One-Give-One core model.
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