When introducing a new consumer product to a burgeoning market, brands must tackle three tasks simultaneously:
Creating a niche
Educating the world about that niche
Getting customers to purchase the product
In short – as Lenny Chase, CEO of Rasa®, explains, "You're not just establishing a brand. You're also telling a story."
Whether you're trying to carve out a niche in a brand-new marketplace or building a never-before-seen product that needs to differentiate itself, understanding how to tell your brand story is crucial to success. Read on for Lenny's top three storytelling tips.
"You should be good at telling the story. Whatever the story is you're trying to tell and your brand represents, that's what you want to focus on." – Lenny Chase, CEO at Rasa
1. Don't focus on the product – focus on the person
There's a reason why user-generated content (UGC) works so well – organic marketing about people rather than products does wonders for conversion. Now more than ever, potential customers want to see a product in action to swiftly and easily visualize how it might benefit them.
When you think about brand storytelling from that perspective, everything else falls into place: audience identification, marketing assets, and more. Lenny notes that you don't need to invest much money in fancy marketing assets to be effective; "You can just take a selfie or a video with your phone. What's key isn't a fancy setup. It's unlocking the story and trying to identify your audience."
2. Consider the whole picture
Every customer finds, clicks on, and scrolls through your website for a reason, and every element of that funnel – from top to bottom – should touch on your brand's storytelling. That's because you never know where a customer will first enter the funnel.
So, there's more to it than just marketing. Recognizing all the ways a customer may have found your product and thinking about what brings them to the moment where they might convert will go a long way.
"You're not trying to shove a product down their throat," he adds. "You're showing them how what you're offering can address the pain point they had on their mind when they went looking for or found your product."
3. Think about how storytelling meets marketing
Just because you're telling a brand story doesn't mean you can't be promotional. Some of the most powerful marketing tools in Rasa's arsenal are interactive videos by Showday embedded directly into the platform. Because Rasa has positioned itself as selling a solution for a common struggle rather than a product, this kind of video storytelling works.
"Gear your story around how whatever you offer is the right solution for the customer," Lenny says. "When you address their problems with your solution, the storytelling comes through."
Identify all the touch points where your customers experience your brand – like audio or video content – and then optimize each for storytelling and marketing to yield significant results.
"People are already interested in your product because that's why they're on that page. So you think about their touch points and how Showday supplements that, and that's the storytelling you want to focus on."
Rasa's journey demonstrates the transformative power of effective storytelling when combined with cutting-edge technology like Showday's shoppable videos. By shifting focus from product-centered promotion to engaging narratives that resonate with customers, Rasa has set a benchmark for brands navigating the digital marketplace.
As the line between storytelling and marketing continues to blur, Rasa's success story serves as an inspiration, proving that understanding your audience and addressing their needs through innovative means can yield phenomenal results.
Discover the unique benefits of Rasa's herbal coffee by visiting their website, and to experience the power of shoppable videos firsthand, book a Showday demo or download it directly from the Shopify App Store.
When introducing a new consumer product to a burgeoning market, brands must tackle three tasks simultaneously:
Creating a niche
Educating the world about that niche
Getting customers to purchase the product
In short – as Lenny Chase, CEO of Rasa®, explains, "You're not just establishing a brand. You're also telling a story."
Whether you're trying to carve out a niche in a brand-new marketplace or building a never-before-seen product that needs to differentiate itself, understanding how to tell your brand story is crucial to success. Read on for Lenny's top three storytelling tips.
"You should be good at telling the story. Whatever the story is you're trying to tell and your brand represents, that's what you want to focus on." – Lenny Chase, CEO at Rasa
1. Don't focus on the product – focus on the person
There's a reason why user-generated content (UGC) works so well – organic marketing about people rather than products does wonders for conversion. Now more than ever, potential customers want to see a product in action to swiftly and easily visualize how it might benefit them.
When you think about brand storytelling from that perspective, everything else falls into place: audience identification, marketing assets, and more. Lenny notes that you don't need to invest much money in fancy marketing assets to be effective; "You can just take a selfie or a video with your phone. What's key isn't a fancy setup. It's unlocking the story and trying to identify your audience."
2. Consider the whole picture
Every customer finds, clicks on, and scrolls through your website for a reason, and every element of that funnel – from top to bottom – should touch on your brand's storytelling. That's because you never know where a customer will first enter the funnel.
So, there's more to it than just marketing. Recognizing all the ways a customer may have found your product and thinking about what brings them to the moment where they might convert will go a long way.
"You're not trying to shove a product down their throat," he adds. "You're showing them how what you're offering can address the pain point they had on their mind when they went looking for or found your product."
3. Think about how storytelling meets marketing
Just because you're telling a brand story doesn't mean you can't be promotional. Some of the most powerful marketing tools in Rasa's arsenal are interactive videos by Showday embedded directly into the platform. Because Rasa has positioned itself as selling a solution for a common struggle rather than a product, this kind of video storytelling works.
"Gear your story around how whatever you offer is the right solution for the customer," Lenny says. "When you address their problems with your solution, the storytelling comes through."
Identify all the touch points where your customers experience your brand – like audio or video content – and then optimize each for storytelling and marketing to yield significant results.
"People are already interested in your product because that's why they're on that page. So you think about their touch points and how Showday supplements that, and that's the storytelling you want to focus on."
Rasa's journey demonstrates the transformative power of effective storytelling when combined with cutting-edge technology like Showday's shoppable videos. By shifting focus from product-centered promotion to engaging narratives that resonate with customers, Rasa has set a benchmark for brands navigating the digital marketplace.
As the line between storytelling and marketing continues to blur, Rasa's success story serves as an inspiration, proving that understanding your audience and addressing their needs through innovative means can yield phenomenal results.
Discover the unique benefits of Rasa's herbal coffee by visiting their website, and to experience the power of shoppable videos firsthand, book a Showday demo or download it directly from the Shopify App Store.
When introducing a new consumer product to a burgeoning market, brands must tackle three tasks simultaneously:
Creating a niche
Educating the world about that niche
Getting customers to purchase the product
In short – as Lenny Chase, CEO of Rasa®, explains, "You're not just establishing a brand. You're also telling a story."
Whether you're trying to carve out a niche in a brand-new marketplace or building a never-before-seen product that needs to differentiate itself, understanding how to tell your brand story is crucial to success. Read on for Lenny's top three storytelling tips.
"You should be good at telling the story. Whatever the story is you're trying to tell and your brand represents, that's what you want to focus on." – Lenny Chase, CEO at Rasa
1. Don't focus on the product – focus on the person
There's a reason why user-generated content (UGC) works so well – organic marketing about people rather than products does wonders for conversion. Now more than ever, potential customers want to see a product in action to swiftly and easily visualize how it might benefit them.
When you think about brand storytelling from that perspective, everything else falls into place: audience identification, marketing assets, and more. Lenny notes that you don't need to invest much money in fancy marketing assets to be effective; "You can just take a selfie or a video with your phone. What's key isn't a fancy setup. It's unlocking the story and trying to identify your audience."
2. Consider the whole picture
Every customer finds, clicks on, and scrolls through your website for a reason, and every element of that funnel – from top to bottom – should touch on your brand's storytelling. That's because you never know where a customer will first enter the funnel.
So, there's more to it than just marketing. Recognizing all the ways a customer may have found your product and thinking about what brings them to the moment where they might convert will go a long way.
"You're not trying to shove a product down their throat," he adds. "You're showing them how what you're offering can address the pain point they had on their mind when they went looking for or found your product."
3. Think about how storytelling meets marketing
Just because you're telling a brand story doesn't mean you can't be promotional. Some of the most powerful marketing tools in Rasa's arsenal are interactive videos by Showday embedded directly into the platform. Because Rasa has positioned itself as selling a solution for a common struggle rather than a product, this kind of video storytelling works.
"Gear your story around how whatever you offer is the right solution for the customer," Lenny says. "When you address their problems with your solution, the storytelling comes through."
Identify all the touch points where your customers experience your brand – like audio or video content – and then optimize each for storytelling and marketing to yield significant results.
"People are already interested in your product because that's why they're on that page. So you think about their touch points and how Showday supplements that, and that's the storytelling you want to focus on."
Rasa's journey demonstrates the transformative power of effective storytelling when combined with cutting-edge technology like Showday's shoppable videos. By shifting focus from product-centered promotion to engaging narratives that resonate with customers, Rasa has set a benchmark for brands navigating the digital marketplace.
As the line between storytelling and marketing continues to blur, Rasa's success story serves as an inspiration, proving that understanding your audience and addressing their needs through innovative means can yield phenomenal results.
Discover the unique benefits of Rasa's herbal coffee by visiting their website, and to experience the power of shoppable videos firsthand, book a Showday demo or download it directly from the Shopify App Store.