Storytelling: how important is it to your brand?
In this 21st century there are stories everywhere, more than before. We have television. In newspapers and magazines. Online. Disconnected. Wherever we look and see, there is a story. Enhanced by various technology tools; stories, whether true or “false,” now move faster. Traversing communities and countries in seconds. Within this rapidly changing information environment, businesses, companies or corporations need to find a way to allow themselves and their products to stand out from the noise. Therefore, it helps to have the “right” story to promote your brand. As an ancient art form, storytelling narrates traditional, cultural and social norms that provide communities and countries to express themselves through various media. Using the vital elements of plot, characterization, and narrative point of view, storytelling is used in many ways, as demonstrated across various genres: whether written, theater, film or video, poetry or music, magazine or Newspaper. Moving, emotional, motivational, inspiring, negative, or positive, a story has the ability to move the reader or viewer to and from various psychological states.
As storytelling is not new and more in business, and in today’s business environment, some organizations are mastering the ability to tell stories on digital platforms, generating positive results in their bottom line. By creating a connection with businesses and customers regardless of demographics, a love for a story enables people to connect with the narrative.
So with this connection or ‘brand storytelling’ you will help transform any content marketing strategy, allowing the power of content to easily engage your audience. It is advisable to invest in storytelling and according to Monte Lutz of Edelman Digital, “As companies begin to adjust to the real-time nature of content marketing, it’s easy to lose sight of your core brand narrative.. “
Social media has pushed content to be more authentic, transparent, and personal, and storytelling is part of this change, as at the core of stories is a great story that involves the business customer or customer’s emotions recreating a experience for the audience.
There are many examples of corporate storytelling that demonstrate how storytelling can be powerful when done right and well. Emotions sell. The content of Oz says: Studies show that positive emotions towards a brand have a much greater influence on consumer loyalty than trust and other attribute-based judgments. Advertising research reveals that emotional responses to an ad have a much greater influence on decisions than ad content, by a factor of 3 to 1 for television and 2 to 1 for print ads. According to Oz, there are eleven great and powerful examples of storytelling: Weight Watchers, Guinness, Apple, Google, John Deere, Nike, Lego, Airbnb, Harry’s, Warby Parker, and Dove.
So how do you create the best brand of all time?
– Create the right story by ensuring there is value in the ‘human element’ content
– Make honest and real stories;
– The importance of having a point of view (POV) from the perspective of the target groups;
– Have knowledge of what connects with current and potential customers.
– Define and identify positive protagonists, victors and heroes within the narrative;
– Keep the narration simple, by being able to tell a story in one line.
Finding the human element in a story helps to connect customers with a brand, company or product, so create a story around it that shows how their lives can improve, connecting them on an emotional level.
In today’s world, storytelling content that connects emotions is king, resulting in brand awareness and better profitability.