What is 'story logic'?

How can brands use 'story logic' in their content and stories to help to build a connection with their audience?

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Story logic, or narrative logic, refers to the rational and reasonable structure and consistency within a narrative. It involves the way events, characters, and ideas are organised and presented to create a meaningful sequence of events. In the context of brand storytelling and content creation, it emphasises that the logic of a story should be based on the believability of story elements and character actions, both on a conscious and subconscious level. It's essential for engaging and connecting with any audience.

Here's how brands can apply narrative logic to their storytelling and content creation strategies, to build a connection with their audience:

Character Development

Brands can create relatable and compelling characters within their stories. These characters should resonate with the target audience, allowing them to see themselves or their aspirations in the characters. By using narrative logic to develop these characters over time, brands can build a deeper emotional connection with their audience.
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Conflict & Resolution

A well-structured narrative typically includes some form of conflict or challenge that the characters must overcome. Brands can use this structure to present their products or services as solutions to real problems or challenges faced by their audience. The resolution of the conflict can then demonstrate how the brand can improve the lives of its customers.

Clarity, Consistency & Cohesion

Narrative logic ensures that the brand's story or content flows smoothly, makes sense to the audience and maintains consistency. A clear and cohesive narrative helps the audience follow along, understand the messages and stay engaged. Inconsistencies can lead to confusion and disconnect with the audience.

For example, an established tech company can maintain narrative consistency by using the same messaging and visual identity across all its marketing channels, from its website to social media, reinforcing its brand identity ensuring customers recognise and trust the brand when or wherever they encounter it.

In the food industry, a restaurant chain can tell a coherent story by creating a consistent dining experience, from the menu design to the interior decor to the taste of the dishes, everything aligns with the brand's promise of delivering a specific culinary experience. This coherence enhances customer loyalty and satisfaction.
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Emotional Appeal

By focusing on focus on creating stories that resonate with their audience's emotions and values, brands can strike a balance between logical storytelling and creative freedom. While stories need logic, they should not be overly constrained by the pursuit of complete realism. Narrative logic can be used to evoke specific emotions in the audience. By crafting stories that resonate emotionally, brands can create a stronger connection with their audience. For example, stories that elicit empathy, joy, or a sense of belonging can be particularly effective.

For example, in the automotive industry, a car manufacturer can strike a balance by emphasising both the logical aspects of safety performance and the emotional appeal of adventure and freedom. Stories they create can showcase the advanced safety features within their vehicles, while also portraying the thrill of driving on open roads.
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Authenticity

Brands can create relatable and authentic brand personas within their stories, a crucial component in building trust and relatability with any audience. Just as characters in stories can make illogical choices based on their own motivations and values, brands should stay true to their core values and mission. Avoiding overly contrived or forced narratives helps maintain credibility.

For example, in the fashion industry, a sustainable clothing brand might feature stories and content about their journey toward sustainability. By introducing eco-friendly characters who make conscious fashion choices based on their values and motivations around sustainability, this authenticity will resonate with consumers who share similar values.

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Audience Participation

By adding interactive overlays to content, brands can involve the audience in the storytelling process by allowing them to influence how the story evolves. User-generated content, polls, surveys, or quizzes can also be added to the videos themselves.

This allows the brand to tailor its narrative based on audience feedback, while increasing engagement and click thru's to other pages, CTA or additional content. Brands can use narrative logic to create ongoing story arcs or series of content that keep the audience engaged over time. This approach encourages repeated interactions and loyalty.
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Educational Content

Brands can use narrative logic to educate their audience about their industry, products, or services. By presenting information in a structured and engaging narrative, brands can help their audience understand complex concepts more easily.
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Call to Action (CTA)

Effective narrative logic should lead to a clear CTA. Whether it's encouraging the audience to make a purchase, subscribe, or take some other desired action, the narrative should guide the audience toward that outcome.
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Summary

Narrative logic is a powerful tool for brands to create meaningful content that connects with their target audience. By structuring their stories and messaging effectively, brands can build trust and emotional connections while driving customer loyalty and engagement.

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