Imagine you’re scrolling through social media, and you see an advert for a casino offer. The ad tells you nothing about the casino and simply gives you a list of odds and options to bet on. You’d keep scrolling, right? But what if, instead, the ad engaged you with a story – a short video about someone who wins a huge online casino bonus after signing up. The chances are that you’d watch the video to the end. You might even consider signing up yourself if you related strongly to the message or had an emotional reaction to the story you’d just been told.
This is simply how storytelling in marketing works. And studies show that it’s highly effective. Ask any brand marketing executive, and they will tell you that modern consumers respond incredibly well to storytelling strategies in advertising. Companies that use narrative in their brand marketing strategy fair better and attract more customers overall than those who concentrate on other marketing tactics. In fact, a whopping 92% of consumers now expect to see advertisements in a story form and actively prefer to be engaged in this way. So, what is brand marketing, and what makes a narrative so successful as an advertising tool? Let’s examine further.
Why Does Storytelling in Brand Marketing Work?
People love to be told stories. A good one will hold our attention, evoke an emotional response, reflect or challenge our worldview, and suggest new ways to think. While brand marketing jobs in the past tended to concentrate on selling individual products, narrative marketing allows companies to create an overarching story to reflect their brand ethos. This resonates with modern consumers (especially Gen Z demographics), as qualities like authenticity and ethical consumerism are highly valued.
Therefore, younger consumers are more likely to connect with and use brands that have a mission statement that they support and agree with. Storytelling and brand marketing mix well in this sense as companies can use narrative to explain and reiterate their mission statement to the customer. For example, if your brand sells ethically made clothing, it’s more effective to advertise by telling a story about sustainability and environmental protection than to focus on individual products.
The prevalence of influencer-driven marketing also plays a role as many consumers will buy brands that are championed by their favorite influencers. This ties into the idea of authenticity. While consumers are slow to trust larger corporate brands, they respond positively to small ones, like influencers, who they can relate to, and who they view as authentic and trustworthy.
How to Promote Your Undertaking?
1 Know What You Stand for
Creating your brand’s mission statement is the most important element to compete in a modern marketplace. Customers want to know who you are as an organization and why you do what you do. Ironing out your message is the first step of brand definition marketing. You should be able to summarize your company ethos quickly and simply for your clients. Crafting a short narrative that tells the story of your brand, how it was created, and for what purpose is a great starting point.
2 Make up Memorable Stories
Once you know your brand’s story, you should consider how you want to tell it to the customer. The most effective brand marketing strategy not only communicates company values but does so in a way that the client will always remember. Storytelling is effective in this sense as stories produce an emotional response, making the brand more memorable to a person. Remember Coca-Cola’s famous Christmas ad? Of course, you do! Everybody does because their plan to connect their drink to the magic of Christmas through storytelling was the ultimate brand marketing definition.
3 Build a Community
Crafting a coherent brand message and communicating effectively with your consumer base will likely increase customer loyalty and foster community engagement. The audience tends to respond positively to narrative marketing if the brand’s story reflects their own personal values. Therefore, by developing your storytelling techniques, you will attract people who share these principles and are likely to get back to you repeatedly. A well-communicated message can also act as useful conversion marketing, drawing customers away from companies that produce similar products but do not have such a clear business ethos. Building a strong customer community also means that you’ll get free advertising through word-of-mouth as people often share marketing content across online platforms if they like the brand.
It’s clear that a strong sense of storytelling in company marketing can significantly increase customer engagement with your brand. Effective storytelling can also solidify support and brand loyalty among your consumer base. Overall, developing your brand’s story and finding strong ways to tell it could be the best thing you ever do for your business.
Do you run a small business that relies on strong marketing for success? How do you ensure that your brand’s story gets shared? Perhaps, you work in brand marketing – any tips on how businesses can improve? Share your comments with our readers!
Bio: Thomas Glare is a web designer with a whole wealth of experience running into decades. He has practiced both as an IT expert and currently works as a freelancer. He shares his knowledge through books, journals, and his website.