Brand storytelling is gaining strength in the marketing world, both online and with face to face customer interaction. Stories are scientifically proven to get a person’s attention and interest. This could be due to the fact that stories stimulate brain activity. Science has proven that when we read or hear comprehensive stories and fully understand them, you can experience the exact same brain pattern as the person telling the story.
Unfortunately, there’s a great deal of confusion around the idea of brand storytelling. There are many definitions of what these terms mean or stand for- To better make sense from our standpoint, here is our definition.
Storytelling is “Using a narrative to connect your brand to customers, with a focus on connecting your brand & values to the values you share with your customers.”
By narrative, we mean storytelling elements- characters, a setting, a conflict, rising action, climax and dénouement. Creating these points will allow your audience to easily follow along with a story—and remember it.
Essentially , the main character in your brand story is not you, it’s your customer. Your customer has to be the hero to make this work. Your brand is the guide in the process.
THE BRAND STORYTELLING CASE
So, why does brand storytelling matter? The marketplace is more crowded than ever—and competing for attention is more difficult than it was even a decade ago. Combine that with a buyer’s journey where the customer is in control of the path to purchase; buying is now social, self-directed, trust-based and transparent.
When you tell a story to a friend, you can transfer experiences directly to their brain. They feel what you feel. They empathize. What's more, when communicating most effectively, you can get a group of people's brains to synchronize their activity. As you relate someone's desires through a story, they become the desires of the audience. When trouble develops, they gasp in unison, and when desires are fulfilled they smile together.
The best way to reach a customer who’s deciding what and when she’ll buy is to stop pushing your products so hard and focus more on why your business exists at all. When you tell this story and portray your values you’ll engage the customers who share your values and are able to perceive your common values.
When you find the people who share your values, there’s a much better chance they’ll stay loyal to you (though we know that even brand loyalty has changed).
Your story then becomes your company strategy, which propels your brand forward. It’s an idea well-known venture capitalist Ben Horowitz introduced.
He said: “You can have a great product, but a compelling story puts the company into motion. If you don’t have a great story it’s hard to get people motivated to join you, to work on the product, and to get people to invest in the product.”
The prerequisite to successful storytelling is, knowing fully why your company exists, and then telling that story to your prospective customers through marketing messages in content from social media posts, to your blog, to advertisements and videos, to event in store demos. Having a brand story and what you stand for at the core of your company strategy does more than just help guide marketing activities and create consistent messages that connect with your audience. It gets your team on the same page It energizes them so that they know where they’re going and why they’re going there.
It gives your company a purpose.
And that purpose will drive you forward.