What is storytelling?
According to Wikipedia, storytelling describes the social and cultural activity of sharing stories, sometimes with improvisation, theatrics, or embellishment. Every culture has its own stories or narratives, which are shared as a means of entertainment, education, cultural preservation, or instilling moral values.
Definitely, everyone remembers stories being implanted in you thousands of times since your mother took you on her knee. You’ve read good books, seen movies, and attended plays.
Additionally, human beings want to work through stories. It is their nature. Cognitive psychologists describe how the human mind, in its attempt to understand and remember, assembles the bits and pieces of experience into a story. Stories are the way we manage to remember;
Based on HBR we tend to forget lists and bullet points and to remember stories.
When it comes to Brand Storytelling, actually, it is ‘gaining momentum’ in the marketing world, and with good reason.
In today’s fast-paced, automated, and digitally-driven world, humanity is becoming a premium. The internet constantly compensates us with convenience and instant gratification, making the human touch increasingly rarer.
In this environment, businesses and brands can no longer afford to be faceless. Brands need to connect with audiences and engage with them on a significantly deeper level than seen before.
What they need is Brand Storytelling.
So your brand needs a cohesive narrative that forms together with the facts and emotions that your brand evokes. In this way, your brand/your business gives your customers reasons why they should buy a product or service from you and not turn to competitors.
Brands need to start sharing the story behind their brand, why they exist, and why that matters, consistently across all communication.
- Brand storytelling is no longer nice to have. It is a need to have, and what will ultimately maximize your business’s visibility, profit, and impact. Treat it as a compass for your marketing strategy, and the result will be a brand that is as profitable as it is captivating.
Take into consideration that brand storytelling will not only increase your brand awareness in your audience’s eyes, but it can also make your brand memorable and make you a favorable brand.
You will need for sure some tips to make your story even more successful:
- You will need a hero
A hero (your target customer) leaves home for a journey to solve a problem, overcome trials, and come back with a reward (your product/service).
- Emphasize the situation
- Try to combine the incompatible
Become unexpected yet relevant to your offering and stand out
- Don’t forget to Reflect Human Values Through Your Brand’s Goal
To sum up, when creating your marketing strategy your number one consideration must be:
- What makes you human?
- How do you touch and people’s lives?
- How do you put a positive impression on society?
- In short, does your brand have a personality?
If the answers seem to be hard or you think you do not have the answers, we are here for you.