Brand Storytelling: Why It’s Important And How To Succeed

Storytelling is a marketing technique adopted by many businesses and you should do the same.

Not sure where to start from? Everyone has a story to tell…you just need to know where to look for it.

As we mentioned in one of our recent Instagram posts, humans simply don’t process the world the way computers do.

For us, it’s all about having a narrative.

Think about it: from cave painting, to legends of all kinds, novels and movies, stories have always fascinated mankind.  Although the methods have changed, the desire to tell and hear stories has remained unchanged, and still greatly impacts the way we look at life.

From a marketing perspective, every business has a story to tell.

No matter the industry or products of your company, you too have values, successes, feelings and goals you can talk about. Any of these stories, when carefully crafted, can be used to connect with your audience and raise brand awareness.

If you make a quick search on Google, you’ll find out that many researches are showing that when brands tell stories about their values or products, these stories generate more positive reactions among customers than those adverts where customers are presented with a list of qualities and advantages in regard to the same product.

This demonstrates that customers are more willing to remember a story about a product, rather then numbers and data; and it is also the way customers will get to know you, love you, trust you and finally make the transition into becoming purchasing customes.

The power of Social Media is that it gives you the chance to broadcast your message through the internet to a wider audience and that your message can reach people all over the world, at any time of the day and night.

If you want to succeed at brand storytelling, there are a few basic rules you should follow:

  • Discover what stories can help you connect with your clients. For example, what are your values and how can they appeal to customers? What’s your mission? Did you reach any milestones? Who are the faces behind your company? All of these can serve as a starting point to create one or more stories. Similarly, your employee could tell daily stories, even simple ones, from the latest product creation to a new office decoration and so on. Anything can help your customers feeling closer to your brand.
  • Keep it real. Faking it won’t make it look better. You want customers to emphasise with your stories, so be honest and transparent.
  • The most important aspect of storytelling will always be emotions. Create positive emotions and your stories will be remembered, your customers will talk about it (online and offline) and your brand’s values will naturally spread.

Keep in mind that storytelling isn’t limited to writing. You can start a company blog, of course, but you can also use images or videos (visual storytelling) to capture your audience’s attention. 

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