Storytelling isn’t a new concept for brands trying to market their products innovatively. It has been around for many years and yet we feel that brands, especially new ones, are not utilizing it to its fullest potential.
Now, why is that?
We believe that the art of telling a brand’s story and utilizing it for both direct and indirect marketing initiative is not something many are trained to do. Storytelling involves fictional writing skills and without them, your content would be dull and lackluster.
Through storytelling, marketers try to cover the emotional aspect of a customer’s psyche and create pieces that can be long remembered and can intrigue your customers.
In this article, we will be covering some of the surefire benefits of storytelling for your brand, so let’s move on…
Depicts Your Personality
Let’s face it; all your marketing efforts would be in vain if they fail to create a positive personality of your brand. Creating it is all that matters and there is no better way to do that than storytelling. The image or personality of your brand is formed, not by the number of sales or the profits you have accumulated throughout the years, but by how effectively you can tell your brand’s story. One way of doing that is via user-generated content/opinions.
There is one thing to keep in mind here – remember that it is your brand’s story that your audiences are interested in, not your own personal story or the story of your marketing team.
When Apple introduced their first iPhone back in 2007, the story was picture perfect. Steve Jobs was a great storyteller. He began his presentation building up the excitement and suspense. With a tagline of “Apple reinvents the phone” the audience was like “What is it going to be?” “A communicator?”, “A new phone?” “A touch-screen iPod?”. There were many questions lingering about and that made them connect emotionally to the brand (Apple) even before Steve unveiled the iPhone. Apple was already big in 2007, but Steve didn’t ignore the basic storytelling techniques.
Watch the video below to relive one of the greatest moment in marketing:
Highlight Your Brand
One of the major benefits of storytelling is that it gives an opportunity to place your brand one step ahead of the competition, simply because not many are doing this effectively.
Here is what Jeep’s UK country manager has to say about storytelling in marketing,
“Storytelling in the automotive industry has been key in marketing campaigns for some time, especially since the advent of interactive/social media. This can be something metaphoric, yet simple, like a journey, to something more in-depth, with use of roles and a plot for the more adventurous. Portraying your brand as the protagonist in either case is essential.”
Doing this, you can place your brand so that it always delivers high quality in the eyes of your customers. This can also lead to establishing your brand as a maverick, a champion and who can beat the competition.
It is also important to keep in mind that your brand can be easily forgotten if the story is too complicated.
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Connect with the Brand Emotionally
As discussed before, storytelling is the perfect way to connect with your customers emotionally. But this is easier said than done. To make this happen, you have to tell stories that are real and tell them in a way that can spark emotions in readers. Don’t overdo this as consumers can easily tell if you’re trying to hit the emotional chord, just for the sake of hitting it. Your content, your story should have meaning behind it!
Founder of GymJunkies says,
“Stories of ordinary people who broke bad habit in extraordinary ways, stories of how we also sometimes feel too lazy or too busy to go to the gym. We don’t have a problem with being vulnerable and it touches our readers emotionally and kicks them into action.”
We, as humans, have always loved stories and good marketers utilize this to their advantage.
Help Them to Return
No matter what brand it is, ideally customers should be coming back for more.
Do you know, in the USA alone, people read more than 100,000 digital stories each day? Amongst those, 92% want to see more brands telling their stories. Now, that’s a huge opportunity.
Stats and numbers don’t help that much in bringing a customer back but these stats and numbers, when told in a story, can do wonders for your brand.
Check out the infographic from Fast Company for more on the benefits of storytelling for brands.
Source: Fast Company
To summarize it, we have three tips to help you create wonderful stories:
Be genuine. Be honest. And be real.