Every brand has a story and is the duty of a great advertiser to make it relatable and emotional, so that the public will keep it in mind through images, words and history. Have in mind the what and the who of a brand, but also the why which is the real key for giving people inspiration and something to invest in.
Telling the story of your brand is the way of setting apart from your competition, bringing together your consumers and consolidate your reputation. Your story is what makes you different and if is said in the best way, it can build strong relations, reaching potential customers trust, that can be invested in your brand.
Look at the picture below: you can either choose to introduce your business focusing on the products or you can present through a story that can inspire people`s life. It is your choice!
Statistics validate your point, but the story is the point
When it comes to storytelling in marketing, there are two big things you want to focus on: emotional impact and ability to be narrative. In other words, when you’re telling the brand’s story, you need to tell it in a way that will connect with your target audience and let them identify with it.
A story activates parts in the brain that allows the public to turn it in their own idea and experience. Also, the brain releases dopamine into the system when it experiences an emotionally-charged event, making the story easier to remember.
Story remains a powerful lens for viewing everything
Just think about it, everything has a story and the best stories are talked, read, transformed in movies or brands. Stories are the base for marketing tactics, from which advertisers create logos, brand books, brand image, events, content and campaigns, and for a greater reputation the story has to be in a continuous creative development.
Writing a brand`s tale is often the work of a creative and strategic team that juggle with archetypal, demographic and psychographic information, interpret them and then brainstorming creative elements to produce emotional engagement between the brand and consumer on the ingenious narrative thread.
In other words, consecrating ads as stories satisfies every meta-marketing objective.
And, if we talk about marketing objectives, now it`s time to end this article with five key steps for the best story of your brand:
Know your audience
The best way to know your audience is to pretend you are having a conversation with your potential customer. Try to build a little story about them: How are their daily lives? What are their hobbies? How do they consume media? What situations will they relate to?
Positioning is everything
Once you have your ideal customer in mind, learn how to position your brand. Brainstorming is the key here: think about words that describe your brand at its best. “Start with one word that represents your brand and freely associate the images and words that come to mind until you hit a word that conveys emotion and sentiment”, says Camille Ricketts, the Editor in Chief at First Round Capital.
Find your brand hero
Who doesn`t like heroes?! Keep in mind that people will take action when they feel a unique connection with a person!
Authenticity has to be your greatest weapon in storytelling and, of course, it is influenced by your positioning and the hero you choose!
Design it to be shared
It is said that “You can have an art experience in front of a Rembrandt… or in front of a piece of graphic design.” – Stefan Sagmeister, graphic designer