Whether you’re a George Lucas die-hard, a recent Star Wars dabbler, or a fan who eats up anything Star Wars-related, the final episode of the “Skywalker Saga” has likely been a highlight of your social media feed.
Since Disney purchased the Star Wars franchise from LucasFilm in 2012 for $4.05 billion (to the dismay of many George Lucas fans) Star Wars has become watchable for a wider audience, reaching an all-time high of $2 billion in box office sales in 2015.
However, this wasn’t just Disney’s doing.
Over the past 43 years, the brand has produced 9 films, developing an estimated franchise value of $63 billion as the fifth-highest-grossing media franchise in the known universe.
The truth is, Star Wars has been legendary for years.
In this article, we’ll outline how to reach a heightened place of influence with your brand, with Star Wars as our Jedi.
3 Steps to Brand Development that's Out of this World
3 Ways to Make Your Brand Legendary, Star Wars-Style
A long time ago in a galaxy far, far away, Star Wars made major headlines.
...Actually, it was only 1977, in a time when the first film tapped into audiences’ subconscious and unquestionable thirst for escapism and adventure.
From The Toronto Star’s 1977 review which claimed that "Star Wars is magnificent you'll pant for more" to National Public Radio’s (NPR) "U.F.O. - Ultra Far Out" write-up, Star Wars was obsessed over from day one.
Here, we’ll demystify how the Star Wars brand elicited this response, and how you and your brand can follow suit.
1. The Value (and Force) of Stories
Star Wars teaches us the value of storytelling.
We’ve all heard this one before – the necessity of developing a brand story in a way that resonates with your audience.
This tactic is not new.
However, when we look at how Star Wars cultivated and shared its story, this suggestion can be viewed in a much more detailed light.
Star Wars is one of the best examples of how a culture or brand can rewrite folk tales with new characters and visuals while riding the success of age-old storylines. George Lucas summed it up by saying:
“The story being told in Star Wars is a classic one. Every few hundred years, the story is retold because we have a tendency to do the same things over and over again.”
Some of the main story themes that feature in Stars Wars include:
The premise of good vs evil
The necessity of love and friendship
The cultivation of courage
Trials and tribulations involved in a classic coming-of-age story
The 12 steps towards the 'Hero’s Journey' (ordinary world, call to adventure, refusal of the call, meeting with the mentor, leaving the ordinary world, tests/enemies, approach allies, the ordeal, the reward, the road back, the resurrection, transformation)
Match these story themes with a dramatic score by John Williams, special effects, catchphrases like “may the force be with you”, and the mystique surrounding space exploration, and you have a brand that people are intrinsically drawn to.
How to Incorporate the Power of the Star Wars Story into your Brand
While we’re not all in the film business, we can still learn from George Lucas’s strategy and incorporate a great story into our own digital strategies.
To start, follow these steps:
1. Figure out what your underlying message is. Focus Photo Editing Services on deep-seated messages that spur action like Star Wars’ Episode IV’s message of coming together against adversity (or evil villains) to reach a common goal for the greater good, or the Always’ “Like a Girl” campaign which built confidence in its customers while tackling perceptions of gender limitations.
2. Combine classic storylines with relevant elements that speak to your brand and underlying message. These storylines can be displayed through your blog, your site's About pages, video ads, or social media posts.
An excellent example of a great story forming part of a digital campaign comes from Globe Philippines, which operates one of the largest mobile, fixed line, and broadband networks. Their Star Wars-related video was released on 24th November 2019 and quickly went viral (receiving over 9 million YouTube views in just 10 days). In this powerful story, we get to watch a couple of kids join forces and use their initiative and any available home-made gadgets to deliver a unique surprise for their friend.