Storytelling Around Products
In this article we asked our founder and head of fragrance collections, Cheryl MacLean, how to go about building the story behind a successful product collection and brand.
Storytelling around products isn’t just a marketing tool, it’s a way to truly connect with your audience on a deeper, more personal level, think about it: we don’t just buy products, we buy stories. We’re drawn to the narratives behind the brands and the products we choose. A great story can transform an ordinary item into something we feel an emotional connection to, something we believe in. This is where the power of storytelling comes in, it’s about more than selling; it’s about creating a bond.
How to Tell a Story That Sticks
Now, if you want your product story to really resonate, it needs to feel personal, relatable, and authentic. Here's how you can craft that story:
Start with the Heart: Your Brand's Core Values
Why does your brand exist? What inspired it? This isn’t just about what your product does, but about what drives you and your team behind it. Maybe you’re passionate about sustainability, or you believe in empowering people to live their best lives. Tap into that and make it the heart of your product's story. People love supporting brands that stand for something they believe in.
Make the Customer the Hero
People love stories where they see themselves in the lead role. When telling your product’s story, focus on how it makes life better for your customer. What challenges are they facing that your product can solve? This is where you take them on a journey, show them how their life can be transformed by the very thing you’re offering.
Show the Journey, Not Just the Destination
Share the behind-the-scenes story. Was there a breakthrough moment in the product’s creation? Were there challenges along the way? A relatable, human element in the story makes it more genuine. Show that your product didn’t just appear overnight, it was shaped by hard work, dedication, and a deep desire to make a difference.
Keep It Real and Relatable
Authenticity is key. Customers can sense when something feels forced or inauthentic. Speak to them in a way that’s natural, as if you're having a conversation with a friend. Avoid corporate jargon and instead use the language your customers use. Your story should feel like it’s theirs too.
Incorporate Emotions
Humans are emotional creatures. Tap into that! Whether it’s excitement, nostalgia, joy, or even a little humour, find the emotions that resonate with your audience. A story that makes people feel something is a story they’ll remember.
Don’t Forget to Show the Impact
Highlight how your product makes a difference, not just in the world, but in people’s lives. Share testimonials or success stories from real customers. When people see others benefiting from your product, it makes the story even more powerful. It shifts from being an abstract idea to something tangible, something they can imagine in their own life.
Make It Shareable
When a story feels personal, people want to share it. Whether it's on social media, via word-of-mouth, or in a blog post, give your audience a reason to spread your story. Make it something that they want to be a part of and share with their friends and family.
Making Your Story Come Alive
Your story has the potential to make your product unforgettable. Share it through engaging visuals, relatable language, and real-life experiences. Use video, social media, blogs, whatever platform feels right to communicate that narrative. And remember, consistency is key. Keep your story aligned across all touchpoints.
When you tell a compelling, personal story around your product, it becomes more than just something people buy, it becomes something they care about. It becomes a part of their own story. And that’s how you build true, lasting connections with your customers.