In recent years, it's become fashionable for marketers to describe themselves as "storytellers" for their brand. But many brand narratives are deadly dull. That's because they lack the one element that every good writer uses: conflict.

Every great story, whether a novel, play, film, or TV series, is based on a dramatic conflict—a protagonist's struggle to get what he or she wants in the face of seemingly insurmountable obstacles. That tension is what gets us interested and keeps us hooked: We want to know whether our hero will succeed or fail.

Without that element of jeopardy, a story can be flat, predictable, boring.

Sadly, much of branded content and brand storytelling is all of those things. The characters and setting are nice, lest they reflect badly on the organization. Wonderful things happen to the protagonists, as if by magic. Difficult themes are avoided, and negativity is frowned upon. There's no conflict.

Obviously, I'm not suggesting we start putting Freddy Krueger and Hannibal Lecter into Cornflakes ads (although "Cereal Killers" would be amazing to watch). But we should always ask ourselves why anybody should care about our brand stories.

I think it's helpful to consider the various types of conflict that storytelling experts say make for the best narratives.

Five Types of Conflict in Storytelling

1. Character vs. Self

Some of the greatest novels and films revolve around an inner conflict, but such turmoil is usually avoided in branded content because it's believed to signify a lack of confidence.

And yet, acknowledging self-doubt can be used to heighten empathy toward the character—your brand or its products—and emphasize strength.

What concerns might your prospects have about buying from you? What myths or taboos might put them off? Instead of avoiding those issues, why not make them central to your story and show how you can overcome them?

2. Character vs. Character

This conflict is a storytelling classic: David vs. Goliath, King Kong vs. Godzilla, Kramer vs. Kramer. It's common in marketing, too: Pepsi vs. Coke, Mac vs. PC, Burger King vs. McDonald's. But it's not easy to pull off. It can come across as petty and it can inadvertently draw attention to your rival.

The character vs. character storyline makes sense only for a challenger brand. Market leaders should avoid mentioning the competition. (When they get dragged into a fight like that, you know they're in trouble!)

But upstarts need to make their conflict entertaining to a wider audience, not just to their own stakeholders, and one way to do that is using humor. How could you poke fun at your bigger, slower rival?

3. Character vs. Nature

This is an increasingly popular plotline in movies. It's even given rise to a new genre sometimes called "eco-apocalypse" or "cli-fi." But it's almost untouched by brands in a classic example of organizations' trying to avoid conflict: They want to steer customers toward eco-friendly choices but don't want to scare them with the consequences of inaction.

Again, I'm not saying your brand content should start with flooded cities or burning forests. But think twice before cutting straight to the solution.

Can you capture the struggle that went into creating your green product? Can you show nature's destructive power being tamed? Can you set up a ticking eco-time-bomb then show how it can be defused?

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How to Make Your Brand's Storytelling More Compelling

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ABOUT THE AUTHOR

image of Andy Nairn

Andy Nairn is the founder of Lucky Generals, a creative advertising company. He just launched his first book, Go Luck Yourself: 40 Ways to Stack the Odds in Your Brand's Favour.

LinkedIn: Andy Nairn

Twitter: @andynairn