Building Trust - A Foundation for Growth

By Jeremy Major

In the ever-evolving world of marketing, trust isn't just a buzzword—it's a key principle that either propels your brand to greatness or, if lacking, leaves it stranded in obscurity. It’s the foundation that’s required before you can build your dream business.

As Richard Branson says, “The important thing is that you've got a strong foundation before you start to try to save the world or help other people." In 2024, the game is all about authentic experiences, and building trust is no longer an option - it's a necessity.

Everyone loves an animal metaphor: The dog is universally seen as a trustworthy companion. Loyal, long-term, there-for-you — just like the relationship you’re developing with customers!

This is an exciting era for brands because they are not just sellers but storytellers. The “Yell and Sell” approach of “buy now, hurry in” is being overtaken with lifestyle integration that delivers a long term relationship with consumers - not a quick buck.

Consumers are turning to brands for expert guidance and leadership. We saw it ten-fold during the height of the [insert P-word no one wants to talk about anymore!] as people didn’t know what to expect, how to behave, and got lost in a sea of opinions and uncertainty. As such, Brands are playing an increasingly more important role in people’s lives.

Here’s the deal. Consumer behaviour is undergoing a seismic shift. Brands are no longer bystanders; they're the influencers shaping the choices of everyday individuals, but there’s a problem. According to Harvard Business Review, “More than 80% of customers consider trust a deciding factor in their buying decisions, despite the fact that only 34% trust the brands they use."

Are you positioned accordingly? And have you recognized your immediate opportunity? You can fill the gap. Be the player they do trust.

So how do you do it? Here are the essential ingredients: Share your journey, show your values, and demonstrate your transparency. With well-crafted storytelling, you can frame your Brand as one of Authenticity and Value.

The benefits are impressive:

• Build Relationships with Customers: Connect with your audience in a way that's more ‘Netflix and chill’ than boardroom formal. A deeper connection that sets you apart.

• Increase Brand Quality Perception: Elevate your brand’s image by ditching the corporate jargon and embracing authentic, relatable storytelling.

• Streamline Your Sales Process: Become the brand people choose with confidence, making their decision-making process smooth and efficient.

According to the State of Marketing 2023 Report, “83% of marketers believe it’s more effective to create higher quality content less often." It’s not about bombarding your audience; it's about hitting them with content that’s meaningful.

I like to look at three key story solutions that we can put to film and position strategically along the customer journey:

1. At the Awareness Stage you can tell your Origin Story—Your brand's epic saga. The obstacles you overcame, and the passion for the work your brand does in the world.

2. At the Consideration Stage, take viewers Behind the Curtain and share your Mission & Vision Story—The scoop on why your brand exists, the mission it's rocking today, and the blockbuster vision driving its success.

3. Decision Stage, share your Impact Story (or Success Story)—Conversations with your brand’s fanatics, this is the story of how your Brand has a positive impact in the lives of your customers. In some situations, this may also take the form of a testimonial.

In a world where attention spans seem shorter than a cat video, short-form video reigns supreme. According to the HubSpot Blog Marketing Trends Report, 2024, “Short-form video is the #1 media format." These stories don’t have to be long but they do have to exude a sense of care, even wonder. Host a longer cut on your website, but repurpose it in bite-size chunks in your social media. Let this messaging permeate your written content, your podcasts, or whatever other forms of outreach you do.

One last note on the look & feel… Typically our approach to this type of content is what we call documentary-style branded content, produced with a dash of cinematic swagger. Interviews with key stakeholders, a flow that reflects your journey, and visuals that scream 'your brand'. But noodle it around until you find a good fit for your brand style. The key is to do it authentically. With AI generated content becoming more recognizable, be sure you share your story with a healthy degree of truth and sincerity.

The trust-building journey in 2024 isn't a stroll in the park; it's a vital base to build on. After all, as Richard Branson suggests, a strong foundation isn't just smart—it’s the ticket to a blockbuster success story.

Reach out if you need support in creating your Trust Foundation. Find sample videos here

Gain an Edge with Three Essential Brand Stories

Putting storytelling at the centre of your brand’s public-facing journey will allow customers to connect to it in a deeper, more meaningful way.

Let’s discuss, shall we?

By Jeremy Major

I like to talk about Brand Storytelling because I think it’s underrated. Even among big, multinational brands. So this is an area where savvy entrepreneurs can find an edge. When done well, it’s a powerful tool that can have a significant impact on its audience (customers).

Every entrepreneur should be telling 3 essential stories to build their brand: Origin Story, Vision Story, and Why Story. These narratives encompass where you came from, where you're going, and the spark that ignites your passion and drives your business. Stories have immense power to shape how your audience perceives the world. As a business tool, storytelling can solve problems within your organization, enhance your brand, and inspire audiences to become loyal customers. While there are many types of stories, these three should form the bedrock of your brand's content experience.

Let’s dive into each one:

The Origin story serves as a powerful tool to launch a new product or service and introduce your brand to a new space. Additionally, as a nice byproduct, it reawakens enthusiasm for your products and services by deepening connections with customers who already know you.

The Why story is exceptional at fostering trust, increasing brand awareness, and forging deeper connections with customers. It's often said that customers buy your "why." I like to say that in an ideal customer experience, individuals align so closely with your company values that their purchases become a form of expression for the connection they feel.

The Vision story is a captivating narrative that gains support for your brand's cause - your underlying mission and desired future. It reveals the direction you're heading, the utopian world your brand aims to create, and the exciting products or services that will change the world.

A recent example of an Origin story that touches on the many values that drive the business.

These three story types play a pivotal role in shaping how customers experience your brand. Furthermore, the exercise of working through their development offers significant benefits to your organization. Exploring the key points you wish to convey helps you distill your story to its most important and poignant elements.

What medium should you use? All of them. Find ways to weave it into you newsletter, your interactions. But most effective and scalable is on film. A well-crafted short video is easy for your audience to ingest. Am I biased because I make movies? Maybe. But I have also witnessed its effectiveness. This type of pillar content gets attention.

Our original brand story dates waaaay back to 2009, but our clients took notice.

Does it need to be three separate stories? Not necessarily. You have the flexibility to consolidate the key reveals into a single piece. A compelling example of this approach is our own company story, crafted into a 10-minute video back in 2007 (probably a little long by today’s standards). Surprisingly, it generated more buzz than our television shows and films combined (at least, at the time!). Go figure. Clients would reach out to us, expressing their admiration for the video on our website. It's a bit old now, but it was unique in its structure. And while simple by design, it touches on the three tenets we’ve discussed here and conveyed our passion for filmmaking.

Deep down, I have a penchant for helping entrepreneurs with brand storytelling. Being one myself, I understand the journey. And have tremendous admiration for the tireless spirit of the passionate entrepreneur, that courageous leader that mixes business with the pleasure of creating.

Where you came from, where you’re going, and why you love what you do - share it fearlessly with the world and allow your audience to deepen their relationship with you and your brand.

If you need the helps of a professional storyteller to create your Brand Stories, let us know. It’s what we love to do.