Do you know how to tell your brand story?
We live in a world where grabbing and keeping your audiences’ attention isn’t always easy. Good storytelling can break through the marketing noise and make your brand stand out.
Good storytelling can also forge an emotional connection with your customers that will keep them interested and loyal.
So just what is the power of storytelling?
Here are four things good storytelling can do for your brand….
Storytelling is engaging. People have been getting together over a good story for years, from creation myths around the fire to the latest gossip around the water cooler.
If you can tell a strong story about your brand, you can get customers engaged with it.
Take for example the popular Taster’s Choice coffee ads from the 1990s.
These classic ads are a quintessential example of how to tell a story. Viewers stayed tuned for years to find out what the Taster’s Choice couple would do next. The campaign boosted sales and even spawned its own spin off novel and CD compilation.
Give Your Brand Personality
Good storytelling gives your brand a strong personality. With so many brands competing for your customers’ attention, a stand out personality can keep your brand fresh in their minds.
Apple is one of the best-known brand personalities, and for good reason.
Their fun, stylish, easy-going brand persona has its finger on the pulse of the latest developments, and consumers respond to that.
Create a brand personality that your customers will relate to, and you can use that personality as the focus for your brand storytelling.
Find Common Ground
Telling a story about your brand can help you find common ground with your customers.
The story you choose to tell and the way you tell it says a lot about your brand values and ethics.
Customers who share those values and ethics will feel a connection with your story. You’re letting them know that your brand understands them, and knows what really matters.
The article “Chewing Gum, Engaging Your Audience, and the Power of Storytelling” gives the example of Wrigley’s and their recent campaign featuring a father making origami cranes for his child throughout the years.
Wrigley’s touching campaign demonstrates family values, love and tenderness. Customers who value those things will feel a connection with Wrigley’s as a result.
When telling your brand story, ask yourself what values you want to demonstrate to your customers, and how you can best go about doing that.
Forge Emotional Connections
A strong emotional connection is an absolute boon for marketers.
There’s an old adage that people will forget what you said or what you did, but they won’t forget how you made them feel. This stands true for your brand.
If you can make your customers truly feel something, they’ll remember you. Storytelling is an effective way to do just that.
Take GoPro’s ad featuring a firefighter rescuing a tiny kitten.
It would be hard to watch it and not be moved. The ad doesn’t focus on the product, but rather on telling an emotionally charged story that will stay with the customer after the ad ends.
Storytelling elevates your marketing to a new level. You can use it to forge a deep connection and keep customers hooked on your brand.
Don’t just market – start telling your story today.
About the Author: Tristan Anwyn writes on a variety of topics including social media, how to build customer relationships, content marketing and how to tell your brand story.