Building Trust - A Foundation for Growth
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.”
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:
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.
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.
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
Um, what was it I watched yesterday?
Key to impactful content and storytelling is creating resonating power so audiences remember.
Key to impactful content and storytelling is creating resonating power so audiences remember.
By Jeremy Major
We’ve all experienced it. We wake up in the morning and remember that we went to the movies the night before, but can’t remember what it was we saw. Eventually it comes back, but why didn’t it stick?
Conversely, other movies are top of mind for days after seeing them. We chuckle over a funny moment that returns, or we still have that feeling deep in our cells that resonates with us. (It took me four days to get over Interstellar!)
The resonating power of stories is vital. The purpose of all content is impact. To create Impact, I focus on three main areas: Audience Relevance, Quality of Execution, and Meaningful Story.
Today, let’s break down the later, Meaningful Story. For me, as a director and storyteller, it’s probably the most fun to unpack. I like to nerd out on story. Ah, life’s little pleasures.
Back to the point… To drive the resonating power of content (long-form, short-form, all sizes), there are a few essential considerations that are frequently overlooked. When these three fundamentals aren’t in place, creators often remark:
“My audiences isn’t taking action.”
“There’s no word of mouth.”
In the Brand world: “Why isn’t my content driving sales.”
Let’s dig in, shall we.
The first consideration to create resonating power is a Transformation Journey. In the context of long-form storytelling, this is an arc from point A to B. It generally centres around to opposing states, for example from narrow-mindedness to a broader worldview. If your story follows the hero’s journey (or heroine’s journey), this is a transformative arc from one state of being to another opposite one, typically filled with moments of resistance and then bravery. When we talk about the hero’s journey, the go-to example is usually Star Wars. Luke starts as a whiny brat and becomes a powerful Jedi.
But this happens on all levels. The idea of transformation is scalable both up and down. Remember that at its most basic it’s two beats. Watch a commercial and you’ll see Problem to Solution. Simple. I have Brand clients in the construction space and their most powerful marketing asset is that they can easily create content that shows transformation. Watch this old house get torn apart and then watch the reveal of the new, beautiful house. Think about how you can show this transformation in content of all lengths.
The second consideration is your Character (or Subject) Dynamics. If everyone in a movie got along and was always in agreement, it would be boring and, guess what, forgettable. As viewers, we love conflict. (Best in life to keep it on the screen and not in your real life, but heck I suppose it’s what makes our world interesting.)
Tension. It’s all about the push and pull of two forces. The most interesting films have this. The obvious example is the Hero vs Villain, but the most dynamic is that between the Hero and the Bonding Character (a character type first introduced to me by writer Barry Pearson). The typical example here is the buddy cop film, where you have the renegade cop mixed with the about-to-retire cop who just wants one last quiet day on the job and then off to his meagre retirement existence. And what happens? They argue, bicker, it’s hilarious, and then they are thrown into life-changing circumstances… reluctantly. But by the end, the bonding character will help save the hero’s life as they defeat the villain and then they are friends forever. Yes, this example is a bit cliché but one that everyone can relate to.
So how do you bring this into short-form, documentary or other formats. At its essence, it’s about the tension created by characters or their world. It’s about introducing a point of view that needs resolution. Dynamic characters have hopes, dreams, and a philosophy. Your content on whatever scale should reflect this, even on a subtle level.
The third consideration for resonating power is creating a Sense of Wonder.
A life changing moment in my life that pointed me towards filmmaking was watching Jurassic Park (I was an impressionable teenager in 1993!). It’s not for the story or even the characters really, it’s about the sense of wonder - something that was lost in subsequent instalments. In JP, Spielberg kept us hanging, wanting more, revealing dinos with such awe. In the sequel Lost World, it was in-your-face with dinos from the get-go. Sense of wonder lost.
As I digress on Jurassic Park, I’ll broaden this third consideration to include a Stand Out Element, something we haven’t seen before. Or it could be described as an Element of Originality. It’s something unique that brings a memorable experience to the viewer. Think about how you can add this splash of originality to your content.
Okay, now you stir these ingredient in a pot and crank up the heat. But don’t let them boil over - remember Authenticity is key. It must speak Truth on some level, even if what you’re creating is completely imaginary.
Have fun with these concepts and challenge yourself to go beyond the first ideas you come up with.
Keep creating and have fun!
-Jeremy