With the intensification of market competition and the rapid development of information society, brands play a vital role in improving competitiveness and market share, and gradually become an important embodiment to measure the comprehensive competitiveness of an enterprise. It has become history that the four major media monopolize the whole communication industry, and more and more media appear in people's lives. The emergence of new media such as mobile phone client, digital magazine, digital broadcasting, digital TV and network platform makes it more difficult than ever to attract the attention of the audience. Consumers have more and more autonomy and control over the reception of information, and the era of bringing consumers only through the dissemination of product information has long passed.
In the pace of rapid development, consumers lack emotional enjoyment, and stereotyped and eroding advertisements gradually consume consumers' patience and attention, which greatly hinders the development of brands and makes it difficult to cultivate loyal consumers of brands, because these advertisements have been difficult to arouse consumers' interest, let alone resonate with brands' emotions. How to make consumers feel deeply about the brand after they have been exposed to it and turn it into loyal consumers has become an urgent problem for enterprises. It is in this context that enterprises begin to devote themselves to continuous practice and innovation, explore new ways of brand development, convey brand core ideas, shape brand image and promote brand sustainable development by telling brand stories. In the current brand marketing research, most of the researches on brand stories take stories as a tool to understand consumers' deep-seated consumption behavior motivation and cognitive perception, but there is little research on how enterprises tell stories and how to tell them well. Their focus is on how brands affect consumers' cognition, attitude and behavior, thus laying the foundation for enterprises to shape their brands. The core value concept of brand story is the soul of a brand and the embodiment of enterprise value concept. Therefore, the theme, plot and content of brand stories should follow the core values of society and take consumers as the target. When consumers contact brand stories, they will have emotional connection with brands according to their plot content.
Then there are three main factors to consider in the brand story:
First, establish the correct core values of brand stories. The core value concept of brand story is the soul of a brand and the embodiment of enterprise value concept. Therefore, the theme, plot and content of brand stories should follow the core values of society and take consumers as the target. When consumers contact brand stories, they will have emotional connection with brands according to their plot content.
Second, to ensure the authenticity of the brand story, the brand story is a promise to consumers in disguise, and consumers will have certain expectations for life according to the content conveyed by the brand story when buying or using it. The blueprint of a brand story must be authentic, and the content and ideas told in this story should be generally accepted by consumers.
Third, pay attention to the differences in brand story communication. Different development stages, different series and different target groups of the same brand require the brand to choose different communication methods and channels according to the specific situation in the development process, which varies from person to person and from thing to thing.