Why storytelling matters for brands

6 min read

We’re told stories that are woven together with messages that usually meant to help us grow into better people. Brands’ stories often evoke emotions, so many may find them more interesting and memorable. Storytelling focuses less on traditional corporate messaging, on just what a company can provide you with, and emphasizes more on emotional interaction created by the article writers. And often your brand’s story doesn’t have to be extraordinary, just making people “feel” something will make your brand more distinguished.

Develop stronger bonds with customers

If you want to make marketing messages more effective, you need to make your audience feel like you have a shorthand for it. The most successful way to this is to represent one’s brand with a fundamental set of beliefs. The process of consuming the value of the products makes customers feel like they’re a part of something great.

One of the most evident examples of this statement is Coca-Cola company. People don’t mind paying a higher price for the product because they feel an emotional tie to the famous company. Nike uses the narrative by associating its brand with superstar athletes. It’s not just selling the shoe’s features, it’s selling the feeling you get by wearing the shoes. The trick of successful way is to select stories that potential audience can relate to and speak the language of your target customers to connect with them on a more personal level.

Information overload

Most people “customize” traditional methods of advertising because the volume of consumer data is overwhelming: every minute, more than 2 million Google searches are performed every day, customers process around 100,000 words, and see approximately 5,000 marketing messages. Every year 3 trillion ads are sold online. Ignoring marketing messages has become almost automatic; around 79 percent of people scan content, rather than read every word. Still, storytelling has the potential power to stop people from tuning out.

Storytelling sets you apart from the contest

Car giant Ford is one of the famous brand’s stories to inspire a passion for its produce. For the launch of the Focus RS, the company produced an eight-part documentary about the production, releasing an episode every week on YouTube. Storytelling brings emotion. What if you’re in the “boring” company? Not all production is exciting as Coca-Cola and the Ford. Even if you think your work is dull, there’s always a way to make your products more attractive.

The elements of good storytelling

Here are six keys to making your brand’s story more effective. Use a combination of these ones for added power:

1. Publish your stories that are pertinent to the time of year.

2. Craft each story from the perspective of your ideal audience.

3. Find new or unusual ways to tell the story.

4. Surprising stories are more memorable than predictable ones.

5. You’re not trying to sell a product or service, you need to market the results you offer and the feeling people get from using the brand.

6. You’ll lose credibility if your audience thinks you’re being dishonest.

Don’t believe you’re selling the boring goods

Using the narrative in your content marketing can make your brand to lead all the online noise. You need to make an effort to start with, but authentic storytelling can bring your marketing messages become more selling. Companies that tell the best stories will develop deeper contact with the audience and will be well on their way to establish better and long-term brand allegiance.

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