Speaker 1: What's up Brand Builders? Stephen Horahan here at BrandMasterAcademy.com and in this video I'm going to break down the brand storytelling strategy of Red Bull so you can take some inspiration from this master storytelling brand and captivate your audience with your own brand stories. Now if you're new to the channel and you want to build brands that go beyond the visuals with strategy, psychology and storytelling then you're in the right place. Hit that subscribe button and the notification bell and you will be well on your way. Now you could be forgiven for thinking that Red Bull is a brand other than just a soft drink but that's what they are essentially. They've only got one product and they earn 97% of their revenue by selling that product. They sold something like 7.5 billion cans of Red Bull the other year so that's almost one can for every person on the planet and as i said that is where the lion's share of the revenue come from but you would be forgiven for thinking that they're more than that because of how they have positioned themselves. Now Red Bull went into an undeveloped market essentially there was no market for an energy drink and they had to go in there and create that market for themselves and that meant that they had a blank slate and they could go in and decide that they could be anything they wanted to be and what they wanted to be and what they wanted to represent was the word energy. So they aligned themselves with the word extreme. So cornerstone to that strategy was the alignment with these extreme sports that you now see Red Bull representing all over the world. So they went in search of the most extreme and most niche sports out there and they decided to align themselves with every single one of those sports and you can see the Red Bull logo now on the side of rally cars, on the side of aerobatic planes, on snowboarders, skydivers, skateboarders, every single extreme sport you can think of, there is Red Bull. And the common denominator with all of these extreme sports is the feeling of adrenaline. So that feeling of adrenaline, that energy rush that you get through watching these sports or competing in these sports, that is what Red Bull have aligned themselves with. And they haven't just gone in there and aligned themselves with with these sports, they've gone in there and created events and they've become part of the sports scene, part of the extreme sports scene. And they don't just take from these extreme sports, they give back as well. They give these athletes a platform and the ability to go out and express themselves at the highest level of these extreme sports. So that is the real difference here. Red Bull don't just sign themselves up to sponsor an event and have their logo at all of these events. actually create these events and in doing so they've ingrained themselves in the culture of extreme sports and that has really solidified their ownership of that word extreme. But they don't just own the word extreme, they also own a liberating idea as well. Now Red Bull is a brand that's been developed from the ground up with strategy and even taking into consideration their tagline, that tagline Red Bull gives you wings, it doesn't just speak to the idea that that you get energy from the drink, it speaks to the idea that you are free to go out and achieve whatever you want to achieve. Now, Red Bull have taken on a really unique approach to content and to content marketing. And in aligning themselves with all of these niche sports, Red Bull did see an opportunity and a gap in the market because the media companies, the mainstream media companies, they weren't paying enough attention to these niche sports and they really weren't representing them. So Red Bull took it upon themselves to go in there and create that media. So from that idea, the Red Bull Media brand was born and they began developing really high quality content, really high quality footage that they use to tell the stories of their individual athletes, to tell the stories of these individual extreme sports. And now they have a content machine that has become a core part of their marketing strategy. So how does Red Bull use storytelling within the strategy? Well, by aligning themselves with all of these niche sports, they align themselves with these niche sport athletes as well. And there are literally thousands of Red Bull athletes now all competing at the top level of these individual sports. And each one of these athletes is a story in and of themselves. They all have their hopes and dreams and aspirations and things they want to achieve. And they also come across challenges and struggles and they need to develop resilience and really break through if they want to make it at the top level. Each one of these athletes represents a story and these are the stories that Red Bull tells. So Red Bull doesn't tell stories about the brand. It doesn't tell stories about the product. It tells stories about individuals, about individual athletes, whether it's a skateboarder skateboarding on a hundred foot bridge or a snowboarder diving out of a helicopter or a skydiver jumping down from space, whatever it may be, they tell stories of the individuals. And these individual stories is what resonates with who their audience is. It resonates with the wider public and it inspires other people to tell their own stories of achievement. So now these stories are being told all over social media and that solidifies Red Bull as part of this idea of extreme sports, as part of this idea that you are liberated and free to be and do whatever you want to do. So using their social platforms, Red Bull sprinkles a little bit of extreme and a little bit of energy and a little bit of inspiration into the lives of their hundreds of millions of followers. And in doing that, they are telling stories. In doing that, they are resonating. And in doing that, they are solidifying the idea of extreme and energy and liberation. Now listen, Red Bull is an extreme example. It's an extreme brand and it's an extreme example. We don't all have the added advantage of having a media house to capture footage for us. And even if we did, many of our brands aren't about extreme sports. And it's not that exhilarating. But you can take the idea of what they've created here, the idea that they are telling stories about achievements. They are telling stories about people that they celebrate. And if you're able to do the same, if you're able to sprinkle a little bit of your brand uniqueness into the lives of your followers, of your audience about stories of success, stories of achievement, stories of overcoming challenges and overcoming adversity on the road to that success, then you will resonate with who your audience is. Now, as you can probably tell, I'm a big fan of the Red Bull brand. I really love what they've done here. They're really breaking boundaries when it comes to storytelling and their brand strategy, their marketing strategy. They don't just look at their audience as demographics. look at them as individuals and what they get excited about, what they're passionate about. So I really love this example, but I'd really love to hear your example. If you have an example of a brand out there that's telling stories that really resonate, I'd love to hear what those examples are. If you have any challenges or questions around storytelling, brand storytelling, developing stories for your own brand, let me know in the comments below. I'll do my best to answer all of those. If you like this video, give it a thumbs up, hit that subscribe button, hit the notification bell as well it'll let you know when I've got new videos coming out. If you want actionable brand strategy tips and techniques head on over to brandmasteracademy.com get yourself signed up for the exclusive list it's free and I do keep some exclusive tips for that list as well so get yourself involved there's plenty of resources on there for you to download as well but as I said I would love to hear from you about your challenges your experiences I'll do my best to answer all of those until next time brand like a master tell stories and I'll see you See you in the next video.