In case you didn’t realise, it’s 2021. Only 5 months in, and what an eventful year it has been already. With society making a gradual but steady return to normal, people are returning to the fast-paced, attention-grabbing, and over stimulating world that we live in. Brands, more than ever, need to work hard to cut through the noise and engage customers if they want to succeed.
Humans are genetically wired to respond to stories. We have told stories for as long as we know, and we use them to make sense of the world around us. We no longer live in a society where businesses can be faceless corporations. Customers want to connect with the brands they use on a deeper level. Brand storytelling is what weaves together your products or services, ethos, values, and messages. It’s defined as the narrative that connects your brands to customers. Brand storytelling is not only used to describe products and services but also explains why the brand came to be in the first place.
Brand storytelling is no longer an embellishment; it is a must have and should be part of the foundations of everything you do. When done correctly, it can maximise your brand visibility, profitability, and loyalty.
Here are some of the reasons why brand storytelling should be at the epicentre of your marketing strategy:
Stand out from the crowd
The marketplace is busier than ever, and your target audience will be getting flooded with messages from the moment they wake up. Massive corporations are spending billions worldwide for the attention of audiences. It’s no longer good enough to have a great product or service; you need to talk about it in a way that differentiates it. Make your brand story one that makes you unique. No other brand can copy your story. Research shows that good storytelling is 22x more memorable than facts alone. Create a story that will have your customers thinking the next day and maybe even telling a friend. Remember to ask yourself, what do you want to be remembered for?
Build a brand community by creating an emotional connection
When writing your brand story – think about what the audience truly needs from you. For a brand to take off, it needs to be so much more than the product or service. For example, Red Bull speaks to thrill-seeking, adventurous people ‘red bull gives you wings’. This message is very memorable and tells customers they are still themselves with Red Bull- only heightened. They are not selling just energy drinks, they are selling motivation, and by doing so, they are building a brand community based on a feeling. Successful brands will start conversations, ask for engagement, get the audience involved in what they do as a business and ultimately turn the brand into an experience. Once your audience trusts and likes you, they will advocate for you for years to come.
Be human and stand for something
Marketing is no longer the key differentiator- customers are demanding to know how company profits are making a difference. This is particularly prevalent with Generation Z (read our blog on how to market to them successfully). Customers are drawn to brands that are more human. The most empathetic companies that stand for a cause, are among the most profitable globally. Think about what makes your brand human? How do you make a positive impact on people’s lives? People will respond to this and will pick you over a competitor. Show your customers that you care- just make sure that this is backed up by your actions.