Telling a story seems like something simple said in a social context, unimportant. But it is something extremely important inBranding!

We all do and everything has a story. Without this, what would coffee conversations be? What would become of our personality? Exactly, nothing!

So, as when we talk about branding we talk about the personality of a brand, it is clear that it has to have a story behind it!

What is Brand Storytelling?

It is a Marketing strategy that aims to unite consumers with a brand through a narrative, with a focus on demonstrating values and tastes they have in common. Therefore, it is mainly about establishing a relationship between whoever tells the story and whoever hears or reads it (or feels it).

Consumers are increasingly demanding, especially the younger generations. This audience is stimulated by the personal connections they create with brands! So, storytelling is an essential component to awaken emotions in the public.

Why should you start dedicating yourself to storytelling?

It is scientifically proven that stories stimulate brain activity. It is no coincidence that many speakers at international events begin their speeches or lectures with simple stories from their day-to-day lives. Because they capture the audience’s attention!

With brands, it’s relatively similar. Disney doesn’t sell theme parks or movies; she sells us family happiness, which clearly attracts a much larger audience.

So, storytelling in branding will have two major effects on your brand if done correctly:

1. Stand out, be unforgettable!

The market is full of brands that fight to ensure that their content sometimes only has 2 seconds of consumers’ attention. It’s easy to see that it’s not enough for your product or service to be great to be able to sell and haveengagement.

So, Brand Storytelling is about knowing how to talk to your audience and, therefore, get their attention.

Unlike the others, instead of pouring facts, figures, statistics and testimonials onto your audience, with storytelling you will be wrapping all your messages and content in a story and a concept that touches people. Your brand could be 22 times more memorable than a common fact.


2. Create a loyal community instead of customers

It’s so much more than just a product or a service! These are emotions and values ​​that your consumers have in common.

Storytelling has this function: to make people see your brand not as the creator of a product or service, but as the generator of feelings they want to feel.

Bonds of trust are then created between the consumer and the company. These bonds establish not buyers, but loyal customers and a community!

How to create a successful brand storytelling strategy?

  1. Focus on the needs of the target audience

It is essential that you adapt your story to what your audience wants to hear, and what they need.

  1. Ask these 6 questions.
  • What is your reason for being?
  • What is your story?
  • Who are your main characters? (The main character of your story is not your brand, but the consumer! The brand is the guide of the story)
  • What is your corporate mission?
  • How did you fail?
  • Where are your gaps?
  1. Pay attention to trends

It’s nothing new that trends have a colossal impact on consumers. Being able to align your brand’s personality with current trends is extremely relevant for good storytelling.

  1. Start your story with something that sticks

A question or problem that the consumer can relate to is a great way to start your story.

  1. Be authentic

A good story has to be authentic. As much as imagination is a crucial factor in making the story as appealing as possible, it has to be transparent and coherent across all types of content.

Conclusion

Your story can have an immense impact on your brand. It is thanks to storytelling that brands like Nike, Disney, Guinness and Coca-Cola have reached where they are today and are recognized more for their history and personality than for the products or services they offer.

Because an authentic story is easy to understand and recognize, whatever product you are trying to sell.

Are you ready to write your story? Don’t be afraid to ask for help,contact usand let’s highlight your brand!

General sources:

https://marketinginsidergroup.com/strategy/brand-storytelling-defined/

https://www.askattest.com/blog/marketing/12-top-storytelling-marketing-examples

https://insights.sternstrategy.com/brand-storytelling-powerful-marketing/

https://www.nytimes.com/2012/03/18/opinion/sunday/the-neuroscience-of-your-brain-on-fiction.html

https://www.quantified.ai/blog/storytelling-22-times-more-memorable