Companies and brands engage audiences on a variety of levels. However, branded advertising tells an authentic story engaging people on a deeper level. This is what makes stories much powerful–they are memorable and lasting. A prospective customer will decide on whether to buy into a company based on its brand narrative.
Storytelling and marketing go just hand-in-hand.
Whether you’re producing infographics, writing copy for a Facebook ad, publishing a book of your own or writing a free online guide, or any other light venture you are headed to, you need to capture your audience’s attention.
Daily, consumers face advertising overload. Marketers are constantly competing for their prospects’ and their customers’ attention. More likely than not, your brand will be buried under the bulk of spammy advertising messages.
What is Brand Storytelling?
Brand storytelling is:
- Sharing a reason why your company came to be or came into existence.
- What motivates your team to wake up and come to work every day?
- How your product found its origin
- What types of customers find interest in working with your brand and why do they?
- A transparent view into the people and their mastery behind the company
- A relationship-building arena to stabilize marketing relations
- Something that your entire team, even at the organizational levels, embraces as a principle to follow through and moreover
- A look into who you are as an individual who runs in operating it.
One must take care that brand storytelling is however not a long-winded, page of essay about your company, neither a blog post nor something isolated. It is not a task reserved for the marketing team alone or a PR stunt to go viral or rather a tool to manipulate customers and their prospects.
While trying to knit your story make sure you consider the problems and real hassles of your work, many of the brands identify market problems and needs, and then they solve them with authenticity. This results in a compelling and even more convincing brand story.
Focus on the Visuals
Your visual language will be appropriated as your brand’s aesthetic experience. Your logo, slogan, brand’s official video, color palette, and creative artworks for promotion are considered as the visual language of your brand, keep it simple and standard.
Manipulating or canvassing the people will take down your brand from top to nowhere. People will not buy your product or service until you are authentic and reliant on them.
Seek People’s Attention
If you want people to invest in your brand, then the first thing you have to do is to grab their attention.
To grab and keep the attention of your audience, you have to focus on targeting the right demographics, which should include the interest and behavior of your consumer in all aspects.
One important point of brand storytelling is to – FOCUS ON YOUR PURPOSE, NOT YOUR PRODUCT
Nike is one great example of this concept in action. Nike’s mission is to bring inspiration and innovation to every athlete in the world. With this mission as the driving source of the marketing stamina of their ad campaigns and social content, they share stories like this, which have little to do with their products and everything to do with their purpose of achievement as a brand.
You may want to try building one on your own :
Step 1 – The story of your company and brand starts with its founder and why he or she started the business in the first place. Spare no detail, and write this story from the beginning as a piece of historical account. Include anecdotes, interesting facts, and a testimony of what has brought the organization to this point where it is now.
Step 2 – Develop a statement, to sum up why the existence of your brand and product. It is neither to be a mission statement nor a vision statement; a brand statement encompasses what matters to customers and stakeholders and the deeper purpose of the company.
Step 3 – Build a story around that statement. The statement you created becomes the starting point for what will become your brand story
Beyond all, we need to know how to share our story, where to share it, and how we can use it as a launchpad for innovation. Ensure your brand is aligned with your story. Review your content, the brand assets you have, and your brand touch-points to consolidate your brand around the storyline that you have created.
For it to be true, honest, and believable, it needs to be consistently circulated.
A great brand story should also spark ideas for campaigns that are aligned with your purpose and as well meet the purpose of social strategies and help deliver a consistent narrative throughout advertising to generate leads.