The Benefits of Brand Storytelling

The term storytelling on its own does not need further definition, we all grew up being told different stories that had or still have an impact on our lives today. The impact is the most important aspect of every story told, by a brand, reader, parent, or you. However, storytelling is one of the most powerful tools in marketing reason being it creates an emotional connection between a brand, its products as well as its consumers.

Why is brand storytelling so important?

Consumers of this day and age are more driven by personal attachments, regardless of having so much power with the advantages and access to technology. Brand Storytelling is able to help evoke emotions within your audience and establish relationships, with not only your existing consumers but potential.

Brand storytelling will help you set yourself apart from your competitors and ensure that you are always at the top of your audience’s mind which then helps you turn your audiences into customers. A good brand storytelling strategy will allow you to cultivate a community of engagement with your audience. Stories also add a humane element to your brand which then allows you to build authentic connections with your customers, and that promotes brand loyalty as people connect with your brand not only on a personal level but an emotional level too.

What makes a good story?

That could be your next question, oddly enough we know what makes a good story but where would you start connecting that with a brand? That’s where the struggle is. It often happens that brands tell great stories that end up being a massive failure, as they only tell stories around and about the brand forgetting to include the customer.

A mantra that you should take from this blog as a storyteller is that the stories you are telling are not about your brand but they are about the customer, the customer should be the hero.

A great story needs to demonstrate that you understand the customer you are communicating to, you understand their challenges and your organisation is able to solve these challenges, not only solve but your organisation is able to work hand in hand with you to resolve these challenges.

So where to from now for your brand?

For an effective storytelling strategy, you must be clear about who your brand is and what kind of story you want to tell. Define your brand heart, and know your brand’s core purpose, which includes your vision, mission, and values these are elements that should shine.

Know your target audience, and understand who they are and how they want to be communicated to. Once you have done your thorough research on these then you can connect your brand pillars and your target audience, you can begin to create stories that communicate your message in a way that appeals to your target audience.

Start telling your brand stories

When you decide on whether to create brand stories, remember that people are more likely to remember a story told than facts that are in numbers. Gaining an emotional connection with your audiences not only retains your customers but drives brand loyalty. Your storytelling will also complement SEO strategies when it comes to getting your content noticed and ranked well by search engines.