Storytelling that Sells Part 4: Indigo

There are great examples of storytelling all around you – in fact, the next time you go to your favourite store, open up a promotional email or listen to a podcast, take a moment to reflect on how stories are being shared with you. Today we will dive into storytelling with one of my favourite brands – Chapters Indigo.

Chapters Indigo tells a story in a different way than many other brands.

The storytelling can sometimes be so subtle that you don’t see it – because great brands make you part of the story, not just a bystander.

Let’s start with vibes.

Chapters Indigo creates a cozy, welcoming atmosphere. From the calming, relaxing colours they use on their social media pages – pastel blues, greens and cream – to the lifestyle-oriented content that makes you want to put on your favourite cozy socks, brew a warm drink, and read a good book.

Colours and images are essential to branding and telling your story – they impact people emotionally and mentally. While we all interpret colours differently, I’m sure just the thought of a colour elicits an emotional reaction in you based on your own experiences – try it; picture the colour baby blue – what do you see? Feel? Think?

CEO Recommended Reads

Another great feature Chapters Indigo has used for years is “Heather’s Picks.”

Heather Reisman is the CEO of Indigo, and any books she reads and loves become adorned with a gold sticker of approval. But, as consumers, we don’t often feel connected to the CEO of an organization, so Indigo has created an ingenious way to build that connection and tell the story that there is a person behind the brand who loves the foundation of the business – books.

Inspired Blog & Well Said Podcast

Chapters Indigo hosts a blog and a podcast to further its storytelling journey.

The Well Said Podcast is focused on helping you live with purpose and intention and is co-hosted by CEO Heather herself. The podcast guests range from authors to athletes, with the common thread being the impactful story each person has to tell.

The Inspired Blog provides recommended reads, tips, recipes, trends, gift guides and more and allows Indigo to recommend products to customers based on their interests, astrological signs, etc.

Email Copy that Converts

The email copy that Chapters Indigo uses is short and effective. They tell you what they are promoting, share a photo, and use a subtitle to help you connect to how the product can support you.

For example, in a recent campaign, they offer 50% off Pyjamas, Slippers and Socks with the tagline “snuggle up with our coziest savings.” They offer you, as the reader, the chance to fill in the gaps – If I want to feel cozy, I should get some fuzzy slippers.

So, what can you learn from Indigo and apply to your business right away:

Be aware of your use of colours, images and other visual features.

These are all critical aspects that subconsciously connect people with your brand.

Show how you connect to your products.

This will help you relate to your audience more deeply and shows that you care about what you are selling/promoting.

Find ways to inspire people.

You don’t need to create a podcast or a blog to do this; think of the small ways you can share your own stories or those of others through your content.

Keep it simple

You don’t have to write a lot to be effective; sometimes, the simpler, more intentional content makes people curious to dive in further.

Remember, inspiration for storytelling is all around you – notice the trends and use them to help you grow your reach and your business. Want further support in telling your story, book a coffee chat with me and let’s make it happen.