Storytelling In Marketing: Importance Of Brand Narrative

People are always attracted to stories from an early age. Stories are engaging and they capture the attention of the listener from beginning to end. And this is exactly why storytelling is such a powerful and innovative content marketing tool. It holds the attention of the audience. Brand storytelling in digital marketing is the cohesive narrative that weaves together the facts and emotions that your brand evokes. In addition to giving your customers reasons why they should buy a product or service, businesses need to start sharing the story behind their brand, why it exists, and why this matters consistently across all communication to remain loyal to their customers. While traditional corporate messaging simply spurs out ads about new offerings and other company news, storytelling helps the business owners or marketing team to focus on one overarching theme, and craft all of the messaging around that topic.

Emotional storytelling is a power-play easily done by Disney and this ad for Disneyland Paris shows off its innovative branding. It’s the heartwarming tale of a little duckling who finds a Donald Duck comic book and becomes obsessed with it. But bad weather is approaching. The duckling and his family have to take flight, leaving his beloved comic book behind. The family endures a cold, wet night before the sun reappears and they arrive unexpectedly at Disneyland Paris, where the duckling is greeted by none other than Donald Duck. Disney keeps in mind what hope means for children, capturing the wonder and excitement kids feel for Disneyland Paris. Storytelling can happen across all sorts of mediums in Advertising, like in the innovative augmented reality (AR) campaign by Coca-Cola. In this ad, customers were able to point their phone’s camera at a can of Coke and see one of 12 stories come to life. The stories each feature a minor conflict, where animated characters engage in a lighthearted exchange before finding a positive outcome which revolves around sharing a Coke.

What are the benefits of brand storytelling in content marketing?

1. Shares a real connection with the customers

Everyone wants to hear about other people’s experiences before purchasing a particular product or service. It makes the brand feel more authentic and builds audience engagement. When you base your content marketing efforts on stories, your potential customers get something more than facts. They will understand why they need your product and they will be ready to take the action you suggest. Remember your audience may forget what you say, but they will not forget how you made them feel. 

2. Makes your brand unique

 Your products and services have unique features, but the thing that will really distinguish you from your competitors is your story. Stories tap into the emotions and motivations that are characteristic of the people in your industry. Whether it’s blogs, posts or ads, come up with a lot of new ideas to make your brand stand apart from other sluggish brands. When you add an unexpected twist to the content you produce, your audience will remember your brand and think of it whenever they need the services.

3. Creates empathy

 Storytelling is a fundamental human experience that unites people and drives stronger connections. Every marketer should have a goal to develop an emotional connection with his or her audience. You want to make people feel something, so they will be ready to take action as soon as they read one of your texts, watch a video, listen to a podcast, or access any other type of content you produce.

4. Produces humane content

  Good stories affect us emotionally. They make us part of the story and so we can’t help but share with others. Pretend like you’re speaking directly to one person instead of marketing to thousands or millions of people, and concentrate on personalizing your image to your target audience. Customers don’t want to be friends with your business; however, when you infuse a human element into your content marketing efforts, they will feel like they know the characters. 

5. Doesn’t sound like marketing/selling

 “Buy this product because it’s the best one on the market–plus it’s affordable and it has great features.” That statement sounds very unconvincing, right? But storytelling narrative takes a whole new take on the product. Taking a “sales” approach is the most common mistake that marketers make.  Adding storytelling can be an important tactical tool that lets marketers engage consumers in a fragmented media world. 

Storytelling continues to prove its power in helping companies and their communicators establish and nurture those customer connections.

At Let’s Goo Social we weave stories that highlight your brand’s presence and build an impactful relationship with your customer. Our creative team understands how to grasp the attention of the viewer by writing and designing meaningful content. Starting from content marketing to website development, we make sure your brand identity caters to the right target audience effectively in each medium. If you are interested in a powerful storytelling narrative for your brand, do give us a call right away at IN: +91 9087706000 | SG: +65 8008526877, and our social media team will get back to you.

Related Posts