Story telling of course is crucial in marketing and even more so in purpose-driven marketing. (contact us for more info on purpose-driven marketing) 

It’s crucial in every aspect of our lives. 

Startup pitch, A job interview, A first date, A courtroom trial, An evening with friends, A bedtime story for children, A political campaign rally, A wedding ceremony, A press conference, A brainstorming session, A therapy session, A public speaking event, A memorial service, A sales pitch, A product launch event……………………………………….. 

Stories are our lives!  

The science behind storytelling. 

Research has consistently shown that our brains are hardwired to process and retain stories more effectively than isolated facts or data. This innate predisposition towards storytelling not only highlights its significance in human culture but also underscores its value in purpose-driven marketing. 

When you look at TED Talks, you’ll notice that the best ones are made up of 70% stories and 30% facts. Stories build trust, and trust is what you need for people to remember the facts.
 

Neuroscientist Uri Hasson conducted a study at Princeton University that demonstrated how stories synchronize the brains of the storyteller and the listener. This phenomenon, known as neural coupling, allows the listener to experience the story as if they were living it themselves. As a result, stories can create a powerful emotional connection that transcends mere information sharing.
Moreover, studies have revealed that stories engage multiple areas of the brain, including those responsible for processing emotions, sensory experiences, and social cognition. This engagement facilitates better memory retention and a deeper understanding of the content being presented.

For example, research conducted by cognitive psychologist Jerome Bruner suggests that people are 22 times more likely to remember information conveyed through a story than through facts alone. 

Here are 7 steps to a great story brand. 

This is actually a summary of a book I read a while ago about story telling of which I highly recommend.
The StoryBrand BrandScript is a framework developed by Donald Miller to create compelling brand stories.

Here are seven steps to develop a great brand story:  

1. Character: Identify your target customer as the hero of your brand story. Understand their desires, challenges, and how your brand can help them overcome those challenges.
    

1. Problem: Clearly define the problem or challenge that your customer is facing. This problem should be relatable and significant enough to capture their attention and make them want a solution.
    

1. Guide: Position your brand as the guide or mentor who can help the hero (your customer) overcome the problem. Communicate how your brand has the expertise, resources, or solutions to lead them towards success.
    

1. Plan: Present a clear plan or roadmap that outlines the steps your customer needs to take to solve their problem. Break it down into simple and actionable steps, emphasizing how your brand can assist them at each stage.
    

1. Call to Action: Provide a specific and compelling call to action that motivates your customer to engage with your brand. It could be signing up for a newsletter, making a purchase, or scheduling a consultation. Make it easy for them to take the next step.
    

1. Success: Paint a vivid picture of what success looks like for your customer when they engage with your brand. Show the positive outcomes, benefits, or transformations they can expect by choosing your brand as their guide.
    

1. Failure: Highlight the potential negative consequences or missed opportunities if your customer doesn’t take action or chooses a competitor. Create a sense of urgency and emphasize the importance of acting now. 

By following these seven steps, you can create a brand story that grabs your audience’s attention, resonates with their needs, and compels them to take action.  

Human helps companies who struggle to set themselves apart and create healthy growth by providing purpose-driven marketing solutions so that they re-discover their passion and become the brand their customers love. 

Talk to us if you’re getting excited  

The post A company without a story doesn’t exist! 7 steps to a successful Brand Story appeared first on human brands & marketing agency.

As a marketer, it’s been eating at me for a long time that I’m sometimes asked to promote behaviour or products that I know is not good for the world or the customer/client. I’ve come to realize that what I once thought to be a success is actually causing harm.

Now, you might be thinking, “Here comes another tree-hugging leftie who’s lost touch with reality.” And you might be right on the tree-hugging leftie part, but I don’t think I lost touch with reality. So, give me a chance here to explain how you can do good, set yourself apart from competitors, and make a higher profit while you’re at it.

In this article, we will explore a new wave of marketing which is called purpose-driven marketing (AKA impact marketing or conscious marketing), which is transforming the way businesses and consumers interact. This approach prioritizes the purpose behind a brand, making it a guiding light in the marketing process, and emphasizes the long-term impact on society and the environment.

We will discuss the importance of purpose, stakeholder integration, and how conscious marketing creates value by promoting culture and fostering positive change.

The Importance of Purpose:

Purpose-driven marketing is the belief that a brand’s purpose should be the guiding force behind its marketing efforts, acting as a lighthouse directing where and how to market.
It’s an amazing experience to feel how a purpose makes everything a lot easier, marketing included. Suddenly the road ahead is clear; you know what to do, what to say, and to whom. If your purpose is connected to your passion (which is most likely the case), you will find yourself working energized and with contagious joy.

By clearly defining their purpose, brands can attract like-minded customers who resonate with their message and story. This connection goes beyond mere transactional relationships, creating a strong bond between the brand and its customers. As most marketers know, customer loyalty and low churn rates are the strongest drivers of increased revenue there are.

A purpose-driven approach enables businesses to focus on long-term goals, rather than short-term gains. This is in stark contrast to traditional marketing, which often encourages overconsumption and causes pollution, disease and mental disorders. Impact marketing is about promoting a culture of sustainability, social responsibility, and creating value through innovation.

Marketers can be Healers!

Marketers should see themselves as healers. Think about what drives customers and how your brand can help them, on a social, environmental, physical, and spiritual level. Really help…not sell!

For example: a restaurant encouraging customers to personally deliver meals to the elderly in need in the neighbourhood. Or a shampoo brand that organizes annual hair donations to make wigs for cancer patients.

Stakeholder Integration:
In conscious purpose-driven marketing activities, businesses go beyond considering only their customers and shareholders. They prioritize the well-being and interests of all stakeholders, including employees, suppliers, communities, the environment, and the planet. Conscious leadership is key to achieving this integration, as it involves making ethical decisions that reflect the brand’s purpose and values.

By treating all stakeholders with respect and fairness, brands can cultivate loyalty, trust, and long-lasting relationships. Employee empowerment, for instance, can lead to increased job satisfaction and productivity. Suppliers who share the brand’s values and are treated as partners will be more likely to deliver high-quality products and services. Clients, on the other hand, will appreciate the brand’s dedication to social and environmental responsibility, which often results in higher customer retention rates and customers who are willing to pay a premium.

Suddenly, you’re not stuck anymore in the vicious circle of price competition! Also, word-of-mouth marketing will become a significant marketing driver, which is, of course, a lot cheaper than paid advertising.

I believe that every company can be purposeful and can have a positive impact on its surrounding.

So take your marketing budget and create a real impact!

Remember that we’re here to help guide you on this journey toward making a meaningful impact while staying competitive and profitable.

Reach out, and let’s create a better future together.

Human helps companies who struggle to set themselves apart or create healthy growth by providing purpose-driven marketing solutions so that they re-discover their passion and become the brand their customers love.
Talk to us if you’re getting excited

The post How Purpose – driven Marketing Transforms Business and Society appeared first on human brands & marketing agency.

Purpose-driven marketing is all about value innovation.
And providing real value is the cornerstone of business and marketing success.
Instead of focusing on beating the competition and bleeding out over price wars (Red Ocean) you focus on making the competition irrelevant by creating more value for buyers and stakeholders. (Blue Ocean)

We propose a more conscious approach to marketing and business. Here are a few things you can do to see where and for whom you need to add more value. 

1. Make a list of all your stakeholders (Customers, Employees, Suppliers, Investors, Community, Environment etc….)
2. Ask the following questions for each of your stakeholders

• Which elements of your product or service in your industry takes for granted should be eliminated? 
• Which elements of your product or service should be reduced well below the industry’s standard?
• Which elements of your product or service should be raised well above the industry’s standard?
• Which elements of your product or service should be created that the industry has never offered?

You can look at innovative companies with complementary products for inspiration.

… imagine a movie theatre with a babysitting service, or a movie hall with a bar where you can order a beer and some snacks while watching the movie.

… A hotel run be teenagers at risk in order to give them work experience.

… A “rent a jeans” or subscription model for fashion stores, or maybe install a catwalk and make every customer a fashion model or add a free repair service for clothes bought in your store.
… A taxi service with comedians, local guides, or social workers as drivers.

Defining a clear purpose for your company is incredibly important.
A clear purpose in life and business is to get you excited, motivated and passionate. It’s like a lighthouse and will not only show you the way but also attract clients who resonate with your purpose. And your passion is contagious (not kidding – scientifically proven) There is no stopping a passionate brand.

Human helps companies who struggle to set themselves apart and create healthy growth by providing purpose-driven marketing solutions so that they re-discover their passion and become the brand their customers love.

Talk to us if you’re getting excited  

The post The only way to beat the competition is to stop trying to beat the competition appeared first on human brands & marketing agency.

In the vast sea of brands, you can be the lighthouse. With Human, we blend advanced marketing strategies and services with a genuine passion for positive change. Unleash your brand’s potential and
embrace marketing that matters. 

Stand out, influence, and reshape the future with Human. 

In the next articles we will explain everything you need to know about Impact and Purpose-driven Marketing. You will learn how your brand can first be successful and make a positive social or environmental impact at the same time. 

Human helps companies who struggle to set themselves apart and create healthy growth by providing purpose-driven marketing solutions so that they re-discover their passion and become the brand their customers love.

Talk to us if you’re getting excited

The post human marketing agency – Impact-Marketing Pioneers appeared first on human brands & marketing agency.