Make Your Brand Story E.P.I.C. And Consumers Will Follow - Marc Klatzko

amp160Just like a great Hollywood film your brand should take the consumer on a journey that keeps them on the edge of their seats and leaves them hoping for a sequel That might just be our entertainment industry roots talking but based on a lengthy successful track record trust us amp8212 this worksThe trick is to make the journey EPICamp8230Experience Consumers don39t engage with ads but they do seek out experiences Create the kind of experiences that capture the imagination inspire active participation and create conversations about your brand And like any epic journey it39s important to have an experienced guide So be sure to support your consumers along the way by telling them what to do why and most importantly what39s in it for them Surprise and delight them with interesting things that look and feel more like content than advertisingPersonalize Let consumers make it personal When consumers connect with an experience on a personal level they39re more likely to spend time with it talk about it and share it with others Enable consumers to insert themselves into the brand narrative Giving them the spotlight and the ability to shape the story helps create conversation and a sense of community around your brand What39s more allowing consumers to invest a part of themselves in your story and encouraging cocreation builds a powerful emotional connection with your brandIncentivize The dawn of the digital age and the changing economic landscape have placed the power in the hands of consumers They demand value and quality and can afford to be picky which makes it more important than ever to provide consumers with an incentive to engage with your brand In many cases the benefit is intangibleamp8212a feeling But it can help differentiate you from the competition and remind consumers that they39ve made the right choice And don39t forget to give them the tools to share your brand experience By enabling consumers to pass entertaining content to others they become the hero of the storyContinuous Once you39ve got consumers on the edges of their seats don39t leave them hanging for too long There39s a lot of competition for their attention And if you stop talking they39ll start walking To make your brand entertaining it39s important to pique curiosity and create a desire to see what39s next Make your story openended flexible and portable so consumers can experience your brand in new and unexpected ways And last but not least solicit feedback and listen to your consumers They39ll help you create a sequel that39s even more entertainingSo there you have it amp8211 take your consumers on an EPIC journey with your brand No it39s not necessarily the easy path However your team will find itself energized during the creative process consumers will develop a closer relationship with your brand and if you stay the courseamp8230 success is just around the cornerMarc Klatzko is Managing Director Chief Creative Officer of New Yorkbased creative shop MAUDE a whollyowned subsidiary of media and marketing agency Media Storm LLC

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Make Your Brand Story E.P.I.C. And Consumers Will Follow - Marc Klatzko

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