How a fiction story like ”Dracula” became a country brand
Dracula is probably the most famous character in the horror universe, being not only the scariest monster ever, but also the most beloved one. A legend that put Romania and Transylvania on the map and became a country brand. And for that we must thank Irish author Bram Stoker, who wrote a fiction novel in 1897. Although ‘’Dracula’’ was not a best seller at that time, Stoker has starved the interest of film makers and legend lovers about our country and drove tourists to walk the path of the terrible vampire.
The interesting thing is that the famous character and the historical figure Vlad Țepeș, who inspired Stoker, have nothing in common, apart from some factual references made by the author.
Yet, Romania itself is using this horrifying story as a country brand. Why? Because it has a strong symbolism, no matter how frightening it is, no matter if it has any connection with the historical truth or not. Because storytelling is the best way to build connection with the audience. And sometimes spotting good ideas may have more value than having good ideas.
Every brand should have a personality. Be it serious, funny or horrifying, depending on the product.
The awareness, the personality and the promise are those that give “life” to a brand and make it special. So yes, Dracula’s story rises awareness, as it has a strong personality and a big promise: that of discovering a mysterious country.
Everyone loves a great story. People want to feel connected to a group, to belong, and stories create this connection. Stories give us a reason to communicate and relate, they are stimulating and give us something to believe in. Business storytelling is similar. It’s about creating a link between your business and customers.
Storytelling is the best way for marketers to engage customers, as it draws the touchpoints of a deeper connection. It allows to communicate the brand message through stories that can fit in the customer’s lives.
Another unique thing about stories is that they transmit knowledge and meaning from marketer to customer and vice versa. The marketer can determine what the product means for the customer, thus being able to build a whole experience out of it. Alternatively, storytelling gives customers a totally different entry to a brand
Also, think about the fact that successful leaders are always great storytellers. Dalai Lama, Nelson Mandela, Albert Einstein or Mahatma Gandhi are just few names that built their charisma on their gift to tell stories that everyone could understand.
What about your brand story? Is it strong enough to lead your customers through an amazing experience? We are here to help you build the right .experience!
Mihaela Grădinaru is Marketing Specialist at }exghts. A storyteller, fashion designer and music addict See more about her here.