In today’s fast-paced, overly-automated as well as digitally-driven society, humanity is developing into the new premium. The Internet continually rewards us with convenience as well as instant gratification which makes the human touch increasingly scarcer and more coveted.
In this environment, companies can no longer afford to be faceless entities. In order to survive, businesses need to make a genuine connection with audiences, pull at their heartstrings, and engage with them on a much deeper level than seen before. That’s where brand storytelling comes in.
What Is Brand Storytelling?
The term ‘brand storytelling’ simply refers to sharing your business story in order to connect with your audience. It is the story of how your organisation or brand came into being. It’s an in-depth discussion of the company’s aspirations, vision as well as mission.
In a marketing context, brand storytelling offers an in-depth glimpse into a company’s culture as well as what it does to deliver and meet its promises.
It delivers a window into the soul of the company and shows a side of it which the consumers can relate to. It shows the real motivation behind why their team of professionals work hard every day to deliver a unique service or product. Brand storytelling, in a nutshell, is a company’s method for building human connections.
What Is The Power Of Brand Storytelling
The best writers, as well as speakers all, have something in common—they are fantastic storytellers. They have the power to thrill, touch, motivate, challenge and inspire. They help us to establish a narrative picture in our minds which help us to see how an event took place.
Stories are all around us. The movies and television that we watch, news articles that we read and conversations which we have—we expect them to form the foundations of our relationships. According to a study, personal stories and gossip – on average – make up 65% of our conversations. These represent a human need to understand as well as connect emotionally with how and why things happen.
What Is Audience-Centred Brand Storytelling
Marketers need to take the “brand” out of brand storytelling. They need to let go of their brand ego. Consumers, not brands, are in control. They have a variety of content sources who are vying for their attention. They don’t need to listen into your brand.
They are able to skip past your blog post, install ad blockers as well as use any means necessary in order to avoid you. They also are able to pay attention when they find something which is meaningful to them.
Lead with audience needs and then let the brand trail behind. That could not happen if you’re reviewing your content to assess how much of the brand logo or product shows. Your content should first provide your audience with value. Your brand is not the important thing. If you’re beginning a podcast or a blog or an Instagram account – and your first 200 posts are all giving value back – that will pay off in dividends later.
An audience-focused approach requires patience as it’s often a long play, but the payoff will come. If you think value first, your brand can always follow.
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