Most of my working life has revolved around story, whether it’s in PR or when I write for television.
In both, success depends on establishing an emotional connection with the audience.
Don’t get me wrong. Nobody expects a brand to be its best friend. But we do expect some kind of emotional engagement with it.
Behind the logo:
We want to know that there are real people who work there. And we want to know that their values align with our own.
Emotion elicits connection.
If the people your brand serves aren’t somewhat emotionally involved with your brand — and especially the values you stand for — well… your brand is in some serious trouble.
Think of films you like:
In film, the screenwriter has gone to great trouble to achieve a connection with the audience.
The audience experiences the events of story through characters, including a hero. A hero needs a compelling desire to pursue to give story forward movement. And, most importantly, to give the audience someone to root for.
You have a hero too:
Your audience is your hero.
Your brand needs to be seen rooting for your hero. If you do that particularly well, your hero will invite you into their story. And once there, you can help direct their need and desire for you.
Script consultant, Michael Hauge, states that Desire is the Driving Force of All Successful Screenplays.
Desire can also be the driving force of your brand.
In film, a lot of what goes on is outwardly apparent to the audience.
The heroes are taking action to achieve their desires.
Your brand needs to inspire its heroes (your audience) to take action and it needs to help them achieve their desires.
When you do that, you become an object of desire yourself.
Brand Desire Needs an Endpoint
Your brand needs to clearly and easily help your hero understand their goals and how you can help them achieve them.
In film, lousy character goals make for unmade films. In life, not knowing what the goals and desires are of those you serve are make for lost sales and donations.
Brand Desire and Passion
Your heroes don’t want to live unfulfilled lives.
They believe certain things to the core of their being and aligning yourself with those values
Your Brand Must Inspire Active Pursuit of the Desire
A brand that doesn’t help its heroes take action isn’t doing what it should.
And getting to action requires passion, which starts with emotion.
Brand Desire Must be Fulfilled
Your brand can’t expect emotional involvement from its demographic and then not deliver on its promises.
If the promised compelling desires are not fulfilled your audience has not been transformed.
And brands that let down their audiences tend to vanish quickly.
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