Brand Storytelling: The Marketing Strategy that Can Make Your Business Memorable
The internet constantly rewards us with convenience and
instant gratification, making the human touch increasingly more scarce and
coveted. In this environment, businesses can no longer afford to be faceless
entities. To survive, businesses need to connect with audiences, pull at their
heartstrings, and engage with them on a much deeper level than seen
before. That’s where brand storytelling comes in. Brand storytelling is
the cohesive narrative that weaves together the facts and emotions that your
brand evokes. In addition to giving your customers reasons why they should buy
a product or service, businesses need to start sharing the story behind their brand,
why it exists, and why this matters, consistently across all communication.
Brand storytelling is becoming a need to marketing strategies,
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. It’s not enough to have
a quality product or service, you need to know how to talk about it in a way
that differentiates you from the crowd. Which is why brand storytelling is
so important. Stop throwing facts, statistics, and testimonials at your audience,
and instead focus on making your brand thoughtful, memorable, and real. Weave
your message into a story that transports people, simplifies information,
and provokes an emotional response. Storytelling will not only increase your
brand favorability, but it can be up to 22 times more memorable than
facts.
When creating your brand story, consider the emotion you
want to evoke in your audience every time they interact with your brand. Your
audience may forget what you say, but they will not forget how you made them
feel. This is very important because emotions drive purchase more
than logic. For example, take Apple and Tesla. Apple sells technology, but from
the beginning, their audience needed to be encouraged to be brave, bold, and
think differently from the crowd. Tesla’s customers needed to feel that it was worthwhile
to support the environment and sustainable energy.
Turning your brand into an experience customers can consume,
will turn customers who pay for your product/services because they need to fix
a problem into a loyal following that will support your success and come back
for more. It is no coincidence that the top 10 most empathetic companies in
the Global Empathy Index are amongst the most profitable and fastest
growing in the world. These are the brands that stand out and, ultimately, turn
into a legacy.
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