We can learn a thing or two about branding from reality television. They most successful contestants have a compelling story to go along with their journey. This story creates a connection with the judges and viewers and with the right presentation helps build a base of admirers a.k.a. new customers.
Let’s look at Shark Tank as an example.
Shark Tank is purportedly all about the elevator pitch. The contestants start out with a clever and sometimes cutesy speech to introduce their product. Invariably one of the sharks will ask them what inspired them to create whatever it is they are pitching… their story. It is often a solution to an ongoing personal problem, a lifelong passion finally realized or an idea for a unique clever product brought to life. This is the real key to close the deal. Can the sharks relate to them on a personal level, empathize with their struggles, appreciate their approaches or otherwise make a connection?
It’s a similar approach for The Voice, The Amazing Race, The Next Food Network Star and many other competitive reality shows. The contestants’ backstory is the hook that determines if and how viewers and judges connect with them. In addition to the likeability factor a story brings, it also gives behind-the-scenes insight into what make this person tick, their commitment and their enthusiasm. Many a contestant was no doubt saved because someone loved their story.
This is also a effective tool for other experiences such as the Olympics, when we are treated to athlete profiles. The stories give us a connection with the athletes and naturally cause us viewers to route for them and share their families’ enthusiasm. We become fans. And crowdfunding sites such as GoFundMe and Kickstarter also encourage their users to provide a captivating, heartfelt story to draw people to their fundraising efforts and donate.
The best stories will relatable, passionate, sincere and descriptive.
Here’s the story behind one of Shark Tank’s most successful partnerships with Daymond John – Bombas socks. The founders were inspired to donate a pair of socks to someone in need when they heard socks are the most requested item in homeless shelters.
Every brand has a story. Spread the word with yours and grow your customer base.
In a future blog post, we will give steps to help you craft your story.
Leisa Chester Weir