There’s a lot of significance placed on how a brand conveys its brand story. For some, it’s in their humble beginnings. Their origin story. For some, it’s in the good deeds they do for their communities. Their social responsibility story. For some, it’s their features and benefits. Their product story. For some, it’s in how they break the mould. Their disruption story. There is no right or wrong to conveying this to an audience, but they’re also not complete or compelling without these brand stories finding their meaning and resonance. This is why at LIVECOM, we tackle each project by diving deep into the intricacies of each brand story.
So how do we get to the root of a captivating brand story?
The most significant element of any story is ‘conflict’. Conflict is when we identify a problem or challenge and become compelled by the process of solving it. Embracing conflict is crucial to keep an audience invested in how a storyline unfolds and how your brand can shine through the resolution.
Why does conflict fuel every brand story?
It gives your main character a challenge to overcome
It creates tension that keeps an audience on the edge of their seats for what will happen next
It propels the story forward towards a grand confrontation and a resolution
It forces characters to make tough choices, to transition, evolve and ultimately emerge in a new place which may be better or worse
All while having the audience along for the unfolding and resolution of the story – making it that much more rewarding in the end.
While most brands value the significance of brand storytelling, very few understand that bringing conflict to life animates a brand’s purpose and can help define who the brand is. The idea of highlighting conflict within a brand story may seem like a negative approach, but it’s actually what hooks an audience, sparks their curiosity and holds their attention.
The following conflict paths can be used to yield the most suitable story for your brand:
Character vs Self – give your character some flaws
Character vs Character – let your character face opposition from one or more than one characters in your story
Character vs Natural World – have your character battle a natural force
Character vs Society – have your character struggle to either stand out or fit in
Character vs Technology – have your character struggle to keep up with technology
Character vs Fate – pit your character against his own destiny
From the above, you would need to figure out what role your brand plays in the story. Does it actively help the character overcome its challenges? Does it simply recognise or support the characters struggle?
Sure, conflict may seem like another term for a problem or pain point, but here at LIVECOM, we look at this through a different lens. To us, the crucial difference between a problem and conflict is that conflict wakes up a feeling of action among an audience. Conflict is a problem that the customer is motivated enough to resolve, whereas a problem can simply be ignored. Conflict must be decided. Many businesses go wrong when they focus their brand story on a problem the customer can tolerate vs a conflict they have to resolve.
We know dramatic conflict is essential to connecting with an audience’s emotional intelligence. So why shy away from uncovering and telling your whole brand story? Let’s collaborate and help you crack the hook that will capture the imagination of your audience and believe in what your brand represents.