HOW TO USE BRAND STORYTELLING IN MARKETING

Incorporating brand narrative into your marketing plan will help your company stand out, propel you forward, and leave your competitors scratching their heads, wondering what happened.

In summary, if you want to break through, catch attention, establish loyalty, and drive sales for your company, this guide will provide you with all of that and more.

Let's get started.

 

What Is Brand Storytelling?

Brand storytelling is the process of connecting your brand to customers through an emotional narrative, with a focus on developing empathy by connecting your brand's values to the values you share with your customers.

Developing an emotional resonance with your audience is essential for telling great brand stories.

A brand story is more than a succession of events (and then, and then, and then), it's a suspenseful trip during which the audience participates.

The most effective brand stories elicit empathy, keep an audience's attention, and compel them to perform a specific action that benefits both the consumer and the brand.

 

In advertising, an example of brand storytelling IVORY SOAP; Ivory Soap launching the first national print ad telling their 'It Floats' story to the masses.

The advertisement promoted the convenience of not losing soap in a bathtub full of water. 

Its simplicity was its beauty.  A single message in a simple graphic.

Because they capitalized on a major issue at the time, competitors' soap slipped to the bottom of the bathtub, leaving people swimming around trying to rescue it, the Ivory Soap commercial elicited instant empathy from their target demographic.

The Ivory Soap commercial capitalized on the aggravation that competing soap brands caused consumers, and then offered Ivory Soap as a solution: a soap that floated.

 

Why Tell Stories?

We are all bombarded with marketing messages in today's world. 

When you evaluate the following numbers, whether it's commercials or content, it's safe to state that marketing saturation is occurring (by the time you read this, these stats will be obsolete - things move that fast):

3,780,000 Google searches are made every 60 seconds.

Consumers are ignoring our marketing messages as a result of this.

It's important for marketers not to take it personally. Consumers are in survival mode as a result of being bombarded with so much information.
To obtain some relief, they're resorting to solutions like ad-blocking software.
How can you get your brand to rise above the noise in an atmosphere where traditional content marketing has grown saturated and advertising are being blocked?

Inject storytelling into your content marketing strategy.

Why?

Because stories break through.

 

What Makes Brand Storytelling So Powerful?

This answer requires just one word: Empathy.

The main character and the viewer form a deep sympathetic link in great storytelling. When people consume stories that resonate, they receive a sense of 'like me,' which allows emotions to flow when something good or bad happens.

Empathy establishes an emotional bond between a brand and its target audience. Brand stories have such a strong emotional resonance because of this emotional connection.

 

Story Marketing Captures Audience Attention

In a world full of distractions, a marketer's most precious asset is their attention. 

Storytelling grabs the audience's attention and keeps them guessing until the story is concluded.

Because you've established an emotional connection with your audience, they'll stay tuned in through every twist and turn the story takes because they care about the main character and want to know what happens to her.

Remember when you were a kid and you were watching some of your favorite movies? 

Were you watching? 

Were you startled by how much time had passed when you checked the clock on your phone at the end of the movie?

We are drawn in by great stories. 

They maintain our attention by taking us on an emotional roller coaster ride.

Brands can take advantage of this storytelling trait by developing empathy with their audience and crafting a tale that elicits emotion.

Great tales grab and hold a customer's attention, ensuring that all of your critical marketing messages are ingested and remembered.

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