Do you still remember the bedtime stories that were read to you as a child? That is the power of storytelling — if a story is well told, it can stay with you forever. Hence, creating a brand story around your commercial enterprise is a powerful marketing tool. A brand story entails more than just the plot and the content. The narrative continues with the website copy, the information in a brochure, or the sales pitch to investors in a presentation.
Your story isn’t only about what you say about yourself — it’s also what people think about you based on the cues your brand gives out. The narrative is a full picture comprised of facts, emotions, and impressions, so a part of your that story isn’t shared by you directly is perceived by your consumers through the narrative built around your brand.
Whatever you do, comprising each detail of your company and your brand, including the discount offers, packaging design used, even the people you employ, is part of your brand tale. Each feature should represent the truth about your brand to your prospective consumers.
You must invest in your story if you want to create a profitable, long-term company and a brand that will inspire acceptance, loyalty, and admiration.
If you don’t have a compelling story to tell, you can be thought of as a replaceable product in a highly competitive marketplace. Your brand narrative and your business endeavors are by no means just an identity that can distinguish you from the others, rather, they are all about creating curiosity about something that consumers are interested in and want to associate themselves with.
SEO or search engine optimization was till very recently known as technical know-how to exploit the Google page ranking. But now, the focus has shifted to the audiences and endeavors to bring them to our website.
It is essentially about creating content that genuinely connects people as opposed to just manipulating the system.
SEO is still about gaining the relevant ranking for Google search, which is more and more accomplished by simply making your brand’s story more relevant and relatable, and hence commanding more space in consumer’s minds compared to your competitors.
The gradual emergence of storytelling in digital marketing is a potentially promising prospect for content developers. According to neuroscience, our human brain is programmed to react to a well-spun tale. Storytelling is the most effective way to catch our audience’s attention and embed information into their subconscious, creating an intimate personal relationship. Our mind is wired to seek out exciting stories, and this fact is not changing.
But, the fact remains that since the emergence of content marketing, the primary concern of marketers has been to optimize the content for the SEO algorithms. Hence, this shift to the creative options to stir people emotionally or through humor and imprint one’s brand into their subconscious mind is gradual but steady.
Though storytelling has very recently come of age in the journey of branding and marketing, there are certain brands like Apple and Coca-Cola that have long understood the power of narrative to communicate with their viewers. The success story of Apple is carried forward by the struggle of Steve Jobs and Steve Wozniak and how they never settled for less. It is, indeed, an appropriate example of how stories build a successful brand. So, it’s important to learn to be a good storyteller.
A great brand story isn’t about that clever tagline flashing on your neon signboard for months to get people’s attention. Rather, your brand story serves as both a cornerstone and a strategy for your potential development, activating the emotional connection and creating value.
Let’s see what goes into the making of a successful brand story.
For a story to click and have an emotional journey with its readers, it must have a status quo, a conflict, and eventually a resolution. If your story lacks drama and an emotional arc, it will fail to hold people’s attention, forget about connecting and motivating them.
A powerful brand story is told when a brand:
The idea is to keep the narrative simple and effective. Louise Gluck might have won the recent Nobel Prize for literature; however, Sydney Sheldon has probably sold the maximum number of best sellers. Hence, the message is clear, identify what sells with your audiences and deliver a brand story that touches them like their favorite novel.
Your brand story can be more effective if you:
Every day, we are bombarded with commercials, and it makes it really hard to get noticed. However, you can still advance if you would introduce your audience to your enterprise through the power of your brand storytelling. Create a long-term story curve, be persistent and draw them in through empathy; this is the most effective tool to capture and hold their attention.
Let us learn about the ways to tell a captivating story.
Instead, your brand should be perceived to have made a tangible difference in their lives, making it very relatable. This is the difference between mass placement and niche placement. Whereas the earlier tries to cater to everyone, that makes the least impact, it is the latter that actually persuades a segment of the population to act. We can strive to do it through a variety of ways, such as emotional approach or humor.
While writing your story, be aware of what emotion you are trying to elicit; the scripts should adhere to that angle. For Instance, Google is a brilliant example, as it never turns on the in-your-face sales pitch, rather it focuses on human stories that tell how Google changed their lives.
This way, the consumer doesn’t lose interest and remains curious and comes back. To illustrate, the old spice brand, in order to stay relevant to the younger generation, appealed to the ladies instead of men. In the story, the women want their men to smell like a man and not like a lady.
Apple’s brand story is a classic example. Despite the exorbitant prices, people believe in the authentic mission of the brand, that it will give the best of the innovated technology.
Be mindful of the tone and the language you use, else they might keep on scrolling down. Keep track of your social media posts, see where you get the maximum engagement. Talk to your followers or audiences to capture their imagination; you aim to go from piqued curiosity to emotional commitment as quickly as possible. Developing a distinguished style is the only way to stand out in this crowded ocean of advertisements.
For example, the Dove social media campaign with the hashtag Project #ShowUs had created a sensation when they pitched to women everywhere and created a photo library where they could upload their pictures. It was so engaging, with the desire of every woman to feel represented and important enough, it was a big sell-out.
Have you ever found something so creative and ground-breaking in your professional growth that you are not quite aware of how to integrate it into your business strategy?
With the brand story marketing, the marketing landscape is shifting once again. We would be living in fool’s paradise if we don’t expect the change.
The term ‘storytelling marketing’ refers to the use of a narrative to convey a message. The objective is to move the audience enough to take action. This aids people in understanding why they should connect with your brand. This works at a level of human connection.
In marketing, storytelling doesn’t have to be limited to moving pictures or in written media like print or social media, or billboards. People have a very short memory, and the market is quite disruptive. Here, storytelling helps break the ice and create a brand that sticks out.
In 2017, a well-known author and CEO, Donald Miller, published a book called “Building a Story Brand: Clarify Your Message So Customers Will Listen.” He wrote this book using a tried and tested method, which he came up with at his firm, The Nashville Agency. This book instantly became the Wall Street Journal’s bestselling non-fiction book. These days he narrates the whole step-by-step procedure of building a story brand in his podcast. He also takes up many classes and gives away free templates and tools for brand story marketing.
He says that many corporations commit the mistake of not describing specifically what their organization does. Further, he mentions that the game-changing approach to communicating with consumers so they can understand and appreciate the advantages of using your goods, ideas, and services, gives the organization a competitive edge.
Story Brand marketing is guided by the idea that consumers don’t bother with you or your company. They are concerned with their needs and their stories and how your company can help them fix their problems so that their lives can be improved.
In a traditional marketing school, we are being told about a clear distinction between the characteristics and the advantages of a product or a service. While the characteristics are the truthful picture of what it is, advantages or benefits explain why the product or the service is essential to address your problems and maybe solve them. A consumer should get to know what’s there in store for him.
So, it’s not the characteristics of the product or service but the benefits that sell. Story Brand marketing takes a step beyond the benefits; it creates empathy.
Essentially, a storytelling template should consist of stories that are engrossing and unforgettable. They should also assist us in engagingly communicating the complicated concepts and circumstances. And this transforms everything ordinary into something extraordinary.
Let us summarize the story brand template in a few bullet points and how it compels the customers to earn you the revenue.
If you plan to amplify your reach with your target audience through storytelling and content promotion, reach out to CopyPress; our 200 plus clients will vouch for our deliverables and quality.
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