e secrets to strong brand storytelling (from the Dodgers).

B2B marketing is our bread and butter at Column Five, but we always love to look to different types of brands for inspiration–especially the ones we’re big fans of in everyday life. We felt like we had hit a homerun when Ross Yoshida of the Los Angeles Dodgers joined our Best Story Wins Podcast. The Dodgers are a brand that is known for its die-hard fans. Yoshida and his team have to constantly come up with new and exciting ways to tell their story.

Yoshida’s three-step formula is a great way to ensure that your brand achieves long-term success. His three-step formula can be followed by any brand to achieve long-term, consistent success.

Three Keys to Good Brand Storytelling

Many brands want to be unique in the market, but they overlook the essential elements that will help them build a lasting brand. Yoshida suggests that if you want to be as successful as the Dodgers, you should cultivate these core traits.

Yoshida does not think of the Dodgers just as another baseball club when it comes to telling an effective brand story. Yoshida states, “We are a part the LA culture.” We do lean in to that a great deal. The Dodgers’ marketing campaigns are infused with the LA lifestyle and Angelenos, because they know their brand DNA. The Dodgers are aware of their fans and what resonates with them. From the Nike Cortez partnership (which celebrates the shoes that have become a staple in LA Chicano Streetwear) to the nods to Hollywood on billboard campaigns.

It’s true that not all brands have as long a history. It doesn’t really matter whether your brand is a new one or has been around more than 100 years.

Authenticity will help you attract the right people to build meaningful relationships.

Consider the stories you share, how you represent your brand visually, and the voice that you use. These are the core of who you are. You can’t be authentic if you don’t express these elements effectively or accurately.

To be authentic, you must know who you are and your beliefs. Our guide will help you document the heart of your brand (including its purpose, vision and mission) and transform it into a strong story.

Example: In order to connect with its Mexican-American fans, the team held a Dia de Los Dodgers Night, and created a custom jersey in honor of the Mexican holiday.

Confidence

Playing it safe is one of the biggest mistakes brands make. They are afraid to make a mistake, say the incorrect thing or release the wrong content. This fear of being different is often what stops people from standing out.

This stance is not without controversy, but it makes the Dodgers a stronger team in the long run.

You can show confidence in all forms of content when you are marketing.

• It is important to be brave enough to publicly share your values. Becoming vocal about your values, whether it’s to support a cause or create content that promotes your beliefs, shows others who you are. It also attracts other people who share your views. Check out these examples to see how brands have turned values into content.
• Transparency: Untrustworthy brands do not want you to be aware of what they are doing behind closed doors. Trustworthy brands are open and honest about their practices. You can demonstrate transparency by allowing people to see behind the curtain. Celebrating your employees, showcasing your supply chain, talking about how you work, or approach innovation etc. This will make your brand seem more personable and approachable. People will feel more connected with you.
• Vulnerability: No one is perfect and there will be bumps on the road to building a successful brand. The more you’re honest about your brand’s approach to these issues, the more you will appear confident and people are more likely to trust your brand. You could share what you learned from taking a risk and it not paying off. You could share your mistakes. You could also talk about how your brand struggled during its early years. This kind of content is so valuable for your audience, especially if you can prevent them from repeating the same mistakes. They will also appreciate your honesty, empathy and openness.

It is interesting to note that the more authentically you are, then the easier it will be for your audience to feel confident.

Showcase the experts within your organization to help you create great content. Follow our tips to make your coworkers content creators.

For example, the Dodgers not only have confidence in their brand, but also in their relationship with fans. In order to strengthen the bond with their fans, they invited them to send in clips of their reactions when celebrating the historic 2020 championship. In the following days, the Dodgers launched a compilation video on their social media channels, making a historic victory into a personal, emotional celebration.

3) Hot Sauce

Other brands have talked about “secret sauces” and “hot sauces” but Yoshida has a unique take on the meaning of “hot” sauce to the Dodgers. The little extra, be it spicy or special, is what makes a moment special. Yoshida says, “We’ve got a few surprises up our sleeves.” We might, you’ll be shocked every now and again.”

What makes your brand special or unique? What makes your brand unique? What can you do to make yourself stand out? Whatever it is, this is your hot sauce. You don’t need to be edgy and dramatic to keep your audience engaged. Once you’ve identified it, you can inject your own hot sauce at every stage of the customer journey.

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  Create a funny explainer video that will entertain and educate your viewers.
  
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  Create a welcome kit to add a little joy to your guests’ day.
  
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  To grab attention, write an article that dispels a common myth.
  
• Consider a creative approach when tackling case studies. Crowdstrike’s City of Las Vegas Case Study, for example, feels like it could be the opening of an action thriller. )

Think of all the ways that you can use your sauce to surprise and delight your audience.

You can be creative and interesting in many ways. Try these hacks if you are short of creative ideas.

A great example is the Dodgers drone display. It’s a fun way to tell a story about your brand. It’s always fun to watch, whether they’re celebrating an LA legend or a new record.

Improve your brand storytelling

Authenticity, confidence and a little hot sauce may be the keys to building a strong brand. However, your brand is only as good as the stories you tell that accurately reflect who you are. You need to be strategic and thoughtful in your marketing if you want to achieve this.

• Begin with a solid content strategy that aligns with your goals and heart. You can use our free toolkit for content strategy to put yours down on paper.
• Discover different formats of storytelling.
• Take inspiration from other storytellers. Learn from the film directors and how Canva is a master of brand storytelling.

Listen to the Best Story Wins Podcast to get tips and inspiration directly from those who win hearts, minds and market share each day. Yoshida’s episode will give you a better understanding of the Dodgers’ approach to storytelling. We’re also always available to talk if you need a partner who can help bring your brand’s story to life.

The post 3 secrets to strong brand storytelling (from the Dodgers’ perspective) first appeared on column five.

Author: Katy French